Table of Contents
Issues in the Market
-
- Main issues
- Definition
-
- Figure 1: Women’s magazine titles, as at November 2008
- Abbreviations
Insights and Opportunities
-
- Watching their pennies
- Promotion on a shoestring
- The bored traveller?
- New opportunity around the corner
Market in Brief
-
- Withstanding knocks
- A bolstered weekly sector
- Wide readership but still untapped potential
- Predictability as well as change
- Publisher breadth
- A company shake-up
- Future prospects
Fast Forward Trends
-
- Advertainment
- What’s it about?
- What it means
- What next?
- Boom Comes To An End
- What’s it about?
- What it means
- What next?
Internal Market Environment
-
- Key points
- Core topics: Fashion & style
-
- Figure 2: Trends in female attitudes towards looks, 2003-07
- Not forgetting the weight issue
-
- Figure 3: Body mass index for women compared to men, 2007
- Other media want their share
- Do online opportunities outweigh threats?
- Is celebrity a weakness as well as a strength?
- Showing your colours
- Ads – a two-way benefit
- Additional revenue sources
- Will today’s teenagers become buyers?
-
- Figure 4: Attitudes towards selected media, 11-19-year-old girls, 2007
Broader Market Environment
-
- Key points
- A tougher economy
-
- Figure 5: Trends in GDP, PDI and consumer expenditure, 2003-13
- Have to go with the flow
-
- Figure 6: UK female population, by age group, 2003-13
- Potential opportunities unfolding
-
- Figure 7: UK adult population, by lifestage, 2003-13
- The aspirational read
-
- Figure 8: UK adult female population, by socio-economic group, 2003-13
Competitive Context
-
- Key points
- A brief look at surrounding competitors online
-
- Figure 9: Selected websites and blogs by type, as at November 2008
- Competitors in print
-
- Figure 10: Selected audited customer titles and their circulation, (January-June), 2004-08
- The impact on the reader
- Leisure: the wider context
-
- Figure 11: Consumer expenditure on selected leisure goods and activities, 2003-07
Strengths and Weaknesses in the Market
-
- Strengths
- A quick read or a relaxing treat
- Diversity in style and content
- Resilient and adaptable
- The value of print
- Advertiser value
- Weaknesses
- Growing encroachment from other media
- Current offer not wide enough
- Insufficient differentiation
- Expensive and frivolous
- Is there another ‘next big idea’?
Who's Innovating?
-
- Key points
- Exploiting Web 2.0 technology
- More new ways to reach the reader
- Keeping with the zeitgeist
- Parallel venture
Market Size and Forecast
-
- Key points
- A longer view
-
- Figure 12: UK retail sales of women’s magazines, by value and volume, 2003-13
- The future – keep up the impetus
- Factors used in the forecast
Segment Performance
-
- Key points
- Interesting times
-
- Figure 13: Volume sales of women’s magazines, 2003-08
- Figure 14: UK sales of women’s magazines, by type, 2003-07
- New titles and concepts
- A shifting balance?
- Quality underpins the monthlies
- Weeklies
-
- Figure 15: UK retail sales of women’s weeklies, by value and volume, 2003-08
- Incremental growth
- Circulation trends – weeklies
-
- Figure 16: Circulation trends for weekly magazines (January-June), 2004-08
- Celebs still have pulling power but…
- New young fashion is a winner
- Meanwhile in the ‘real life’ world
- Monthlies
- A fundamental difference
-
- Figure 17: UK sales of women’s monthlies, 2003-08
- Not all gloom
- Circulation trends – monthlies
-
- Figure 18: Circulation trends for monthly magazines, (January-June), 2004-08
- The pluses outnumber the minuses
- Gloss, fashion and focus
- Changes
Market Share
-
- Key points
- Total market share
-
- Figure 19: Total market share for women’s magazines, by publisher*, 2003-07
- With one giant step
Companies and Products
-
- Bauer
- IPC Media
- Northern & Shell
- National Magazines
- Hello!
- Condé Nast
- Hachette Filipacchi
- Hachette Filipacchi online
- DC Thomson
- Other publishers
Brand Elements
-
- Brand map
-
- Figure 20: Attitudes and usage of women’s magazine brands, September 2008
- Take a Break
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 21: Attitudes towards the Take a Break brand, September 2008
- Heat
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 22: Attitudes towards the Heat brand, September 2008
- Cosmopolitan
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 23: Attitudes towards the Cosmopolitan brand, September 2008
- Good Housekeeping
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 24: Attitudes towards the Good Housekeeping brand, September 2008
- Grazia
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 25: Attitudes towards the Grazia brand, September 2008
- Brand Qualities of women’s magazines brands
- The glossies Vogue and Cosmopolitan are the coolest
-
- Figure 26: Personalities of various women’s magazines brands, September 2008
- Experience of women’s magazines brands
- Take a Break is most popular
-
- Figure 27: Consumer usage of various women’s magazines brands, September 2008
- Brand intentions for women’s magazines brands
- Grazia and Woman & Home show highest potential
-
- Figure 28: Consideration of various women’s magazines brands, September 2008
- Brand momentum for women’s magazines brands
- Heat is gaining most ground
-
- Figure 29: Momentum of various women’s magazines brands, September 2008
- Brand satisfaction for women’s magazines brands
- Take a Break and Good Housekeeping show greatest levels of satisfaction
-
- Figure 30: Satisfaction with various women’s magazine brands, September 2008
- Brand commitment to women’s magazines brands
- Take a Break favourite amongst those who read a single magazine
-
- Figure 31: Commitment to various women’s magazine brands, September 2008
- Round up
Who is Reading and Buying?
-
- Key points
- Magazines a large part of reading repertoire
-
- Figure 32: Readership habits, 2006 and 2008
- Substantial but apparently slipping
- ABC1s and over 55s under-represented
- Who reads what
- Committed buyers
-
- Figure 33: Frequency of buying women’s magazines, by type of magazine, October 2008
What Women Think About Their Magazines
-
- Key points
- Attitudes towards women’s magazines
-
- Figure 34: Attitudes towards women’s magazines, 2006 & 2008
- Constancy versus change
- Signs of erosion
- Attitudes differ with magazines read
-
- Figure 35: Attitudes towards women’s magazines, by type of magazine read, October 2008
- Attitudes and frequency
-
- Figure 36: Attitudes towards women’s magazines, by frequency of buying, October 2008
Targeting Opportunities
-
- Key points
- Staying within one sector
- Identifying attitudinal targets
- Mag Loyalists (26% or 6.8 million women aged 15+)
- Content driven (11% or 2.9 million women aged 15+)
- Impulsives (17% or 4.4 million women aged 15+)
- Neither Time nor inclination (46% or 12.0 million women aged 15+)
Appendix: Internal Market Environment
-
-
- Figure 37: Women’s attitudes towards looks, by demographic sub-group, 2007
- Figure 38: Female body mass index, by demographic sub group, 2007
-
Appendix: Competitive Context
-
- Spending priorities
-
- Figure 39: Expenditure priorities, 2007 and 2008
Appendix: Segment Performance
-
- Segmentation of weeklies
-
- Figure 40: UK sales of women’s weeklies magazines by type, 2003-07
Appendix: Market Share
-
-
- Figure 41: UK market share for weekly magazines, by publisher, 2003-07
- Figure 42: UK market shares for monthly magazines, by publisher, 2003-07
-
Appendix: Who is Reading and Buying?
-
-
- Figure 43: Women’s magazines, by demographic sub group, October 2008
- Figure 44: Frequency of buying women’s magazines, by demographic sub group, October 2008
-
- Figure 45: Analysis of reading crossover, October 2008
-
Appendix: What Women Think about their Magazines
-
-
- Figure 46: Attitudes towards women’s magazines, by demographic sub group, October 2008
-
Appendix: Targeting Opportunities
-
-
- Figure 47: Number of magazines read, by demographic sub-group, October 2008
- Figure 48: Frequency of readership, by types of media read, October 2008
- Figure 49: Frequency of purchase, by number of types of magazien read, October 2008
-
- Figure 50: Attitudinal groups, by attitudes towards women’s magazines, October 2008
- Figure 51: Targeting opportunities, by demographic sub-group, October 2008
- Figure 52: Targeting Opportunities, by media read, October 2008
-
- Figure 53: Targeting opportunities, by frequency of purchase, October 2008
- Figure 54: Targeting opportunities, by number of types of magazines read, October 2008
-
Back to top