The market for women’s magazines is estimated to be worth £700 million in 2008, up by 21% in value on 2003 compared to 7% in volume. This is a sound performance for a mature market sector in a crowded and changing media environment. However, sales have fallen back since 2006.

Although weeklies have driven growth, and they have taken a little share from the monthly sector, the underlying strength and stability of the more upmarket monthlies has become more evident in recent times. It is also increasingly clear that much of the decline in sales is the result of over-supply, not helped by too many titles offering a similar product.

On the supply side, with its acquisition of the large Emap group of titles, Bauer has, in one step, overtaken IPC Media to become market leader. All the other major publishers maintained their 2005 ranking in 2007.

The report asks: “Does the oft-quoted special relationship between women’s magazines and their readers give them added protection at a time when all print media face tougher challenges from digital alternatives? In addition, might a worsening economic climate actually benefit magazine sales as a cheap treat?”

Main report themes:

The report considers five key issues and their implications for future sales. These are:

What makes women’s magazines special in a competitive environment?

What is women’s involvement with the internet and other digital media and its potential impact on print media?

What are the implications of teens’ attitudes towards media for future sales of women’s magazines?

Is there a permanent shift to a shorter publishing cycle and away from the monthly?

Celebrity gossip has been a major sales driver, but has it made magazines more vulnerable?