Marketforce ABC Market Sector Report Jan-Jun 2009
ABC Market Sector Report
January - June 2009
Marketing Services
18th August 2009 Page 1
Marketforce ABC Market Sector Report Jan-Jun 2009
ABC Report Jan – Jun 2009
Contents
Total ABC Breakdown.………………………. Page 3
Subscriptions Overview.…………………….. Page 4
Export Newstrade Overview….…………….. Page 5
UK Newstrade Introduction…………………. Page 6
Women’s Celebrity Weeklies ..…………….. Page 7
Women’s Traditional Weeklies ..…………… Page 9
TV Weeklies…………………….……………. Page 11
Women’s Fashion / Lifestyle...….…………. Page 13
Children’s Magazines……………….….….… Page 15
Women’s Home Interest……………………. Page 17
Men’s Lifestyle Monthlies……..……..……... Page 19
Men’s Weeklies………..…………………….. Page 21
Music – Rock………….……………………… Page 23
News & Current Affairs……………………… Page 25
Soap…………………..………………………. Page 27
Teenage Lifestyle……………………………. Page 29
Contact Details………………………………. Page 31
Important Note:
ABC data does not cover the magazine market in its entirety as the overall
number of titles that audit each period will vary. The analysis in this report also
excludes titles whose newstrade sales are less than 20% of their total ABC.
The sector pages focus on UK newstrade volume and revenue only and
therefore exclude all overseas, subscription, bulk and free copies. The Total
ABC figures quoted in the data tables, however, do include sales from every
channel.
UK revenue figures are calculated using UK newstrade volume figures and
cover price data supplied by ABC. Annualised figures also use the number of
issues in the period for each title and combine the JJ08 and JD08 releases.
Some ABC sectors or sub-sectors have been split into further sub-sectors to
allow for more pertinent analysis, though only the terms ‘sector’ and ‘sub-sector’
are referred to throughout.
All the above sectors are ranked in the top 20 for UK newstrade revenue.
For the Total Market, Export and Subscriptions analysis the 20% exclusion is
waived to properly account for complete ABC performance. Titles whose ‘Other’
distribution has a greater than 90% share are still excluded to avoid huge
volumes of frees and bulks skewing the market analysis.
Marketing Services
18th August 2009 Page 2
Marketforce ABC Market Sector Report Jan-Jun 2009
Total ABC Breakdown
JJ09 Periodised ABC Market Performance
500,000,000 6.0%
3.5%
450,000,000 4.0%
400,000,000 2.0%
(0.5%)
YoY movement
350,000,000
0.0%
300,000,000
(2.0%)
Sales
250,000,000
(4.0%)
200,000,000
(6.0%)
150,000,000
(9.5%) (11.1%)
100,000,000 (8.0%)
50,000,000 (10.0%)
0 (12.0%)
UK Newstrade Export Total Other
Newstrade Subscriptions
JJ08 JJ09 YoY movement
The first six months of 2009 saw a total ABC circulation of 532.0 million, dropping (8.0%) YoY.
‘Other’ distribution methods were the only constituent part of the ABC not to experience YoY
decline, although the total subscriptions drop was only (0.5%).
79.7% of the total ABC market in JJ09 comprised of UK newstrade sales. This element’s (9.5%)
YoY decline was slightly greater than that of the total ABC market.
The relationship between UK newstrade, export newstrade, total subscriptions and ‘other
distribution’, such as bulk and free copies, varies by frequency and is detailed in the charts below.
The trends evident in the changing make up of the total ABC market have largely been consistent
regardless of frequency, although they have been more pronounced in the monthly market. In JJ09,
UK newstrade’s share of the monthly market fell (2.6%), to 60.0% of the market, with subscriptions
up 1.8% and ‘other’ up 0.7%. Meanwhile in the weekly market, UK newstrade decreased its share
by just (1.1%), with subscriptions and ‘other’ benefiting, gaining 0.9% and 0.3% respectively.
ABC BREAKDOWN MONTHLIES - JJ09 ABC BREAKDOWN WEEKLIES - JJ09
UK New strade UK New strade
Export New strade Export New strade
Total Subscriptions 83.9% Total Subscriptions
60.0%
Other Other
7.3%
3.9% 2.4%
28.8% 3.5% 10.2% Includes
Fortnightlies
Marketing Services
18th August 2009 Page 3
Marketforce ABC Market Sector Report Jan-Jun 2009
Subscriptions Overview
Combined home and overseas subscription sales fell by (0.5%) YoY in JJ09 to 71.6 million.
Subscriptions have increased their share of the total ABC market in this period, now accounting for
13.5%. Monthly titles’ recorded a decline of (3.9%) YoY for subscription sales in JJ09, which has
resulted in a reduction in the share of the subscription market this frequency makes up to 37.3%.
Weekly, including fortnightly, titles’ share of the market, meanwhile, grew by 1.3%.
TV Listings now make up 7.6% of the subscriptions market, up from 5.2% in JJ08. This is driven
by strong YoY growth of over 40% from TV Times and Radio Times.
The two sectors to suffer the biggest YoY declines in JJ09 were the Music – Rock sector and
Children's Magazines, which saw Word magazine and First News opt not to release an ABC from
their respective sectors. Both these sectors make up a comparatively small part of the
subscriptions market however, with a combined share of just 1.9%.
The five largest subscription copy sellers, Time Magazine – EMEA (excl. BI/SA), Radio Times,
Saga Magazine, The Economist – Continental Europe Edition and The Week, comprised 29.4% of
the JJ09 subscriptions market. This figure has increased YoY when compared to the 27.6% share
recorded by the top five titles in JJ08.
The Current Affairs – International sub-sector has overtaken Business & Finance as the
highest subscription volume generator. These two sub-sectors are joined by Current Affairs –
Domestic and TV Listings – UK, both in YoY growth for the period, in selling over 5 million
subscription copies during JJ09.
Retirement, Science and Current Affairs - Domestic are among the sub-sectors most reliant on
subscriptions sales, each experiencing a share of sales through this channel above 65%.
YoY Subscriptions Volume
Selection of Marketforce Sectors Only
Marketing Services
18th August 2009 Page 4
Marketforce ABC Market Sector Report Jan-Jun 2009
Export Newstrade Overview
17.2 million magazine copies were sold through the export newstrade channel in JJ09, a
decrease of (11.1%) YoY. As a result export sales’ share of the total ABC market has fallen
marginally to 3.2% in the period.
Weekly (including fortnightly) frequency titles’ export sales have fallen more sharply than for the
monthly titles, leading to the latter improving their share of the export market to 39.5%, up 0.9%
points.
The largest export growths were achieved by the Children’s Magazines sector, driven by the
performances of Fun to Learn – Peppa Pig, The Beano and Sparkle World, and the Men’s
Weeklies sector where Nuts obtained YoY growth of 22.7%, a stark contrast to the wider
weekly titles market.
The large Women’s Traditional Weeklies sub-sector suffered a (21.9%) YoY decrease in the
period. Partly responsible for this drop was the large YoY volume decline in this sector of Love
It!, shedding over 200,000 export copies from its JJ08 ABC release.
The same five titles dominate the export market as in the previous period. These titles,
HELLO!, The Economist – Continental Europe Edition, Time Magazine – EMEA (excl. BI/SA),
Woman’s Weekly and Peoples Friend, outperformed the market, operating at a combined loss
of just (3.6%) YoY, increasing their share of all export sales.
A number of sub-sectors have a large volume share of their total ABC figure through the export
channel. Hair was the most reliant sub-sector on export sales in JJ09 with 42.8% share, with
Fashion – Specialist being the only other sub-sector to have seen over a fifth of their total
circulation coming from export sales.
YoY Export Newstrade Volume
Selection of Marketforce Sectors Only
Marketing Services
18th August 2009 Page 5
Marketforce ABC Market Sector Report Jan-Jun 2009
UK Newstrade Introduction
The UK ABC newstrade magazine market was worth £553.9 million in RSV during JJ09,
down (10.8%) YoY from the equivalent six months in 2008. Unusually the drop in RSV has
exceeded that of volume, with sales falling by (9.5%) YoY to a total of 422.8 million copies.
The extra dip in RSV performance has been driven by a number of high cover priced titles,
such as the majority of the Future portfolio, not releasing a JJ09 ABC and by weekly titles
Reveal, Star and Full House reducing their cover prices significantly during the period.
The following pages cover a selection of Marketforce market sectors in more depth. The
graphics below illustrate their JJ09 YoY UK newstrade performance, with market share
shown on the right hand side. These sectors account for 94.1% of JJ09 volume sales and
88.3% of JJ09 revenues.
YoY Volume
YoY Revenue
Marketing Services
18th August 2009 Page 6
Marketforce ABC Market Sector Report Jan-Jun 2009
Women’s Celebrity Weeklies
The Women’s Celebrity Weeklies sector had total UK 2008 Annualised Performance
newstrade sales of 98.4m copies in the first half of
Number of Titles in 2008: 12
2009. This represents a YoY volume growth of 0.3%.
ABC Sector RSV Rank: 1
However the sector has slipped into marginal revenue
2008 Annual RSV: £301.3m
decline and is down (0.7%) YoY. Nevertheless the RSV
of £151.7m for the period remains the highest of all 2008 Annual RSV YoY: 4.5%
sectors.
The above relates to UK newstrade performance
in 2008 and is quoted to provide context for JJ09
Readers of Women’s Celebrity Weeklies are predominantly young, with 45% aged between 15
and 24. At 54%, there are slightly more ABC1 readers, however this percentage is lower than last
year, representing a slight shift towards a lower socio-demographic reader. The RSV growth
shows that the current economic climate has not led to consumers sacrificing their weekly
celebrity fix. In fact weekly magazines in particular fit perfectly into consumers’ desire for a small,
affordable treat while they are cutting back in many other areas.
Readers of Women’s Celebrity Weeklies show less brand loyalty than those in other sectors,
meaning that covers and impulse purchase are all the more important. Despite duplication of lead
stories being common, readers of this sector are more easily converted to multi-purchase if their
regular title is on offer.
JJ09 Women's Weeklies Sub-Sector Performance
Periodised UK Newstrade Volume
120,000,000 2%
0%
100,000,000
-2%
80,000,000 -4%
-6%
60,000,000 Volume
-8% YoY +/-%
40,000,000 -10%
-12%
20,000,000
-14%
0 -16%
Celebrity Real Life Mainstream Mature
Celebrity Sub-Sector Performance - Last 5 Periods
Periodised UK Newstrade Value & Volume
180,000,000
160,000,000
140,000,000
120,000,000
Value
100,000,000 Volume
80,000,000
60,000,000
40,000,000
20,000,000
0
JJ07 JD07 JJ08 JD08 JJ09
Marketing Services
18th August 2009 Page 7
Marketforce ABC Market Sector Report Jan-Jun 2009
YoY
Jan-Jun 2008 Jul-Dec 2008 Jan-Jun 2009 PoP Change Change
Title UK News Total ABC UK News Total ABC UK News Total ABC UK News UK News
OK! Magazine 544,928 607,048 475,257 508,504 545,256 599,847 14.7% 0.1%
Closer 516,446 527,325 526,814 539,991 517,528 530,371 -1.8% 0.2%
Heat 444,555 470,129 434,348 470,475 409,257 445,192 -5.8% -7.9%
New! 418,641 434,218 434,789 442,996 388,926 400,189 -10.5% -7.1%
Now 429,110 447,094 409,026 433,509 370,633 384,356 -9.4% -13.6%
Reveal 270,258 277,002 262,452 270,014 311,101 315,660 18.5% 15.1%
Star 272,685 287,368 259,730 268,292 307,407 317,940 18.4% 12.7%
Look 297,310 307,274 301,625 314,329 305,391 315,410 1.2% 2.7%
HELLO! 272,175 427,054 251,728 423,649 220,852 397,634 -12.3% -18.9%
Grazia 193,650 227,102 182,324 227,156 182,554 228,694 0.1% -5.7%
More! 159,228 162,544 173,140 181,260 177,539 190,708 2.5% 11.5%
National Enquirer - UK Edition - - 80,060 80,454 79,652 79,669 -0.5% -
Title Performance
• OK! Magazine has taken back the top spot from Closer thanks to strong growth. Disappointing
results last period mean that OK shows a PoP increase of 14.7%. Strong sales came from four
Jade Goody fortnightly issues, covering her wedding and death. However the title has sparked
controversy in the period, publishing a Jade Goody memorial issue before the star had actually died
and more recently running a front cover image of Michael Jackson receiving medical treatment
during his last moments alive.
• Look is the only title to have grown for the last three consecutive periods. Launched in 2007, its
unique focus on high street fashion has earned it an ever expanding readership and it posts a JJ09
UK newstrade ABC of 305,391, up 2.7% YoY.
• The greatest YoY growth is shown by Reveal, at 15.1%. However this is driven by a price drop in
October 2008, meaning that RSV for the same period is down (5.0%) YoY. The volume increase is
also less notable when the heavy decline in JJ08 is taken into account.
• Star has also seen strong growth, with an increase of 12.7% YoY. However a price drop in February
from 99p to 65p means that revenue performance in no way matches this. Star generated £6.1m in
JJ09, down (8.9%) YoY.
• With a fall of (18.9%), Hello! shows the worst YoY decline. The title’s focus on celebrities’ luxury
lifestyles, photographed in opulent surroundings, is perhaps an outdated and unpopular concept in
the current economic climate.
Marketing Services
18th August 2009 Page 8
Marketforce ABC Market Sector Report Jan-Jun 2009
Women’s Traditional Weeklies
The Women's Traditional Weeklies sector sold a total of 2008 Annualised Performance
115.2m newstrade copies in the first half of 2009, down
(10.1%) YoY. It generated an overall RSV of £89.8m, Number of Titles in 2008: 15
which is down (9.1%) YoY. ABC Sector RSV Rank: 2
The sector, split into Real Life, Mainstream and Mature 2008 Annual RSV: £191.0m
sub-sectors, encompasses 15 titles. The Mainstream 2008 Annual RSV YoY: (3.7%)
sub-sector has seen the lowest YoY volume decline, at
(1.2%), influenced by Bella’s YoY recovery. The above relates to UK newstrade performance
in 2008 and is quoted to provide context for JJ09
The majority of Women’s Traditional Weeklies readers are C2DE, at 62.5% a number which has
increased since last year. They are also older than readers of Celebrity Weekly titles, with an
average age of 46.
Readers of Women’s Traditional Weeklies are more loyal to their usual title, with fewer last-minute
decisions at the newsstand. The low cover prices cater for the more price sensitive consumer, and
make the magazine a perfect affordable treat during a time when cutting back is common place.
JJ09 Sub-Sector Performance
Periodised UK Newstrade Volume
120,000,000 2%
0%
100,000,000
-2%
80,000,000 -4%
-6% Volume
60,000,000
-8% YoY +/-%
40,000,000 -10%
-12%
20,000,000
-14%
0 -16%
Celebrity Real Life Mainstream Mature
Traditional Sub-Sectors Performance - Last 5 Periods
Periodised UK Newstrade Value & Volume
160,000,000
140,000,000
120,000,000
100,000,000 Value
Volume
80,000,000
60,000,000
40,000,000
20,000,000
0
JJ07 JD07 JJ08 JD08 JJ09
Marketing Services
18th August 2009 Page 9
Marketforce ABC Market Sector Report Jan-Jun 2009
PoP YoY
Jan-Jun 2008 Jul-Dec 2008 Jan-Jun 2009 Change Change
Key Title UK News Total ABC UK News Total ABC UK News Total ABC UK News UK News
Take a Break 973,234 981,504 932,651 943,229 914,109 920,060 -2.0% -6.1%
Chat 475,174 489,682 453,636 469,407 421,814 434,929 -7.0% -11.2%
That's Life 430,586 433,921 419,129 424,064 384,659 386,875 -8.2% -10.7%
Woman 358,386 370,289 336,665 347,585 323,376 331,065 -3.9% -9.8%
Pick Me Up 395,737 409,112 359,452 374,268 311,572 323,171 -13.3% -21.3%
Love It! 362,010 372,247 327,968 339,427 305,784 308,304 -6.8% -15.5%
Woman's Own 329,669 339,138 315,411 325,330 300,544 307,407 -4.7% -8.8%
Woman's Weekly 306,694 346,540 303,211 340,635 296,395 335,118 -2.2% -3.4%
Best 293,836 301,437 287,839 295,970 290,948 296,971 1.1% -1.0%
Peoples Friend 292,843 330,093 289,377 326,790 274,969 313,711 -5.0% -6.1%
Bella 189,171 191,547 221,351 224,013 242,060 243,991 9.4% 28.0%
Real People 223,866 230,135 208,408 217,241 194,406 201,960 -6.7% -13.2%
My Weekly 147,440 155,087 145,516 152,675 138,525 145,676 -4.8% -6.0%
Full House 134,422 135,725 124,230 125,483 134,592 135,592 8.3% 0.1%
The Lady 21,575 29,095 18,645 26,322 20,219 28,721 8.4% -6.3%
Woman's Way - - 21,931 23,182 - - - -
Title Performance
• The top three performers of the period are established Real Life titles Take a Break, Chat and That’s
Life. They are are aimed at a slightly older reader than the newer Real Life titles such as Pick Me Up
and Love It!.
• Take a Break has once again held on to the top position, despite a YoY decline of (6.1%). It has the
oldest readership of all the Real Life titles, with an average age of 46.
• Outside the Real Life sub-sector, Mainstream title Woman has achieved the highest sales, having
fallen just (3.9%) PoP. The title has the highest ABC1 readership, at 45.9%.
• Full House shows particularly strong PoP growth of 8.3%. However this is largely due to a permanent
price reduction in April from 68p to 50p which sees its revenue for the period fall by (26.4%) to £1.7m
• Bella also records strong growth, at 28.0% YoY. It continues its recovery from a disastrous relaunch in
March 2007.
• Following an acquisition by Hubert Burda Media in December 2008, Love It’s YoY decline continues to
deteriorate, now reaching (15.5%).
Marketing Services
18th August 2009 Page 10
Marketforce ABC Market Sector Report Jan-Jun 2009
TV Weeklies
The TV Weeklies sector comprised of 8 titles in JJ09 and is 2008 Annualised Performance
split into the smaller groupings of Premium, Value and Mid-
Market. Number of Titles in 2008: 10
ABC Sector RSV Rank: 3
A total of 112.0m UK newstrade copies of TV Weeklies titles
were sold in JJ09, a decline of (3.6%) YoY. Out of the three 2008 Annual RSV: £161.1m
sub-sectors, the Value market faired best with a YoY volume 2008 Annual RSV YoY: (0.7%)
decline of only (1.7%).
The above relates to UK newstrade performance
in 2008 and is quoted to provide context for JJ09
The sector’s overall UK newstrade RSV is up 0.4% YoY and
with £73.4m generated during JJ09 it remains the third most
important sector overall.
In 2008, 22 million UK households had multichannel TV, whilst the average amount of time spent
watching television on a daily basis by adults sits at 1.5 to 4 hours per day. New media has had a
significant impact on TV viewing time, with a TGI survey showing significant falls in the average amount
of time spent watching TV on a weekday. 2.3% of respondents in 2008 said they do not watch TV, up
from 1.3% in 2003, whilst 15.0% watched 5 hours or more in 2008, down from 19.5% in 2003. 23.8%
of respondents now watch 2-5 hours, up from 20.2%. (Mintel Report on Edutainment, March 2009)
JJ09 Sub-Sector Performance
Periodised UK Newstrade Volume
80,000,000 0%
70,000,000
-5%
60,000,000
50,000,000 -10%
40,000,000 Volume
-15% YoY +/-%
30,000,000
20,000,000
-20%
10,000,000
0 -25%
TV Listings - Value TV Listings - Premium TV Listings - Mid Market
Sector Performance - Last 5 Periods
Periodised UK Newstrade Value & Volume
140,000,000
120,000,000
100,000,000
Value
80,000,000
Volume
60,000,000
40,000,000
20,000,000
0
JJ07 JD07 JJ08 JD08 JJ09
Marketing Services
18th August 2009 Page 11
Marketforce ABC Market Sector Report Jan-Jun 2009
PoP YoY
Jan-Jun 2008 Jul-Dec 2008 Jan-Jun 2009 Change Change
Key Title UK News Total ABC UK News Total ABC UK News Total ABC UK News UK News
TV Choice 1,393,261 1,394,269 1,369,088 1,369,088 1,335,894 1,335,894 -2.4% -4.1%
What's on TV 1,345,541 1,346,815 1,315,543 1,318,093 1,270,032 1,272,586 -3.5% -5.6%
Radio Times 889,927 1,009,028 877,005 1,023,255 794,458 966,098 -9.4% -10.7%
TV Times 328,973 336,929 333,617 343,226 300,375 311,307 -10.0% -8.7%
TV Easy 231,334 231,334 212,419 212,419 201,724 201,728 -5.0% -12.8%
TV & Satellite Week 164,585 188,471 159,875 183,906 157,914 183,929 -1.2% -4.1%
TV Quick 186,169 186,169 162,661 167,507 144,270 144,270 -11.3% -22.5%
Total TV Guide 106,034 110,084 107,176 111,221 103,171 107,681 -3.7% -2.7%
RTE Guide - - 87,629 94,822 - - - -
TV NOW! - - 29,769 30,326 - - - -
Title Performance
• What’s on TV retains its position as the title with the largest RSV in the Value sub-sector, generating
a total of £15.5m in the period - £1.6m more than volume leader TV Choice.
• TV Choice continues to lead the TV Weeklies sector in volume, and the magazine market as a
whole, posting a JJ09 UK newstrade ABC of 1,335,894, a decline of (4.1%) YoY.
• What’s on TV remains the second largest title in both the TV Weeklies sector and the total
magazine market, reporting a UK newstrade ABC of 1,270,032, down (5.6%) YoY.
• TV & Satellite Week posted the best PoP performance in the sector, down just (1.2%), and was only
down (4.1%) YoY with a UK newstrade ABC of 157,914.
• TV Quick has experienced the biggest decline in sales, down (11.3%) PoP and (22.5%) YoY, with a
JJ09 UK newstrade ABC of 144,270.
• There are strong links between the TV Weeklies sector and the Soap sector. The three Soap titles
are the products most likely to be found in the same basket as What’s on TV. (Nectar 2009)
• Radio Times readers have the highest levels of repeat purchase, with an average of 6.5 copies
being purchased per customer over the 26 week period to the beginning of August. TV & Satellite
Week was just behind with an average of 5.9 copies purchased over the same period. (Nectar 2009)
Marketing Services
18th August 2009 Page 12
Marketforce ABC Market Sector Report Jan-Jun 2009
Women’s Fashion / Lifestyle
The large Women’s Fashion / Lifestyle sector is 2008 Annualised Performance
comprised of five sub-sectors: Middle Youth, Young
Women, Lifestyle, Lifestyle - Other and Fashion Number of Titles in 2008: 25
Specialist. ABC Sector RSV Rank: 4
Overall the sector generated £52.5m in JJ09, representing 2008 Annual RSV: £114.6m
a decline of (6.5%) YoY. This equated to 19.1 million copy 2008 Annual RSV YoY: (10.2%)
sales, a decline of (9.2%) on JJ08. Of the five sub-sectors,
Lifestyle performs best, with a UK newstrade volume drop The above relates to UK newstrade performance
in 2008 and is quoted to provide context for JJ09
of just (3.2%) YoY.
In a competitive market and tough economic conditions, the Women’s Fashion / Lifestyle titles have
shown resilience, with the Lifestyle titles demonstrating another strong performance. Mintel reports that
the low-unit price of magazines enables them to be viewed as an inexpensive leisure option, which
should help circulation figures amongst the glossy monthly titles to withstand the recession. Rising
numbers of ABC1s, especially within the 25-34s bracket, will also favour the fashion and lifestyle titles in
the future.
The volume and revenue generated by this sector tend to rise in the second half of the year. The majority
of titles covermount at least half their issues during this period, especially those that coincide with the big
fashion shows such as London Fashion week in September. Mintel also forecasts the online fashion
market to grow by 26% in 2009 to £4.12 billion and there is an opportunity for fashion and lifestyle
magazines to capitalise on this interest between now and the end of the year.
JJ09 Sub-Sector Performance
Periodised UK Newstrade Volume
6,000,000 0%
-2%
5,000,000
-4%
4,000,000 -6%
Volume
-8%
3,000,000 YoY +/-%
-10%
2,000,000 -12%
-14%
1,000,000
-16%
0 -18%
Young Women Middle Youth Lifestyle - Other Lifestyle Fashion
Specialist
Sector Performance - Last 5 Periods
Periodised UK Newstrade Value & Volume
70,000,000
60,000,000
50,000,000
Value
40,000,000 Volume
30,000,000
20,000,000
10,000,000
0
JJ07 JD07 JJ08 JD08 JJ09
Marketing Services
18th August 2009 Page 13
Marketforce ABC Market Sector Report Jan-Jun 2009
PoP YoY
Jan-Jun 2008 Jul-Dec 2008 Jan-Jun 2009 Change Change
Key Title UK News Total ABC UK News Total ABC UK News Total ABC UK News UK News
Glamour 432,572 551,351 430,052 547,607 406,879 526,145 -5.4% -5.9%
Cosmopolitan 342,241 470,735 329,457 450,836 321,475 441,663 -2.4% -6.1%
Yours 296,275 337,639 263,592 307,064 245,830 301,089 -6.7% -17.0%
Woman & Home 211,848 336,888 228,932 353,160 216,639 350,212 -5.4% 2.3%
Company 222,684 240,078 219,542 240,334 212,459 230,214 -3.2% -4.6%
Marie Claire 229,823 316,765 226,665 314,259 186,852 285,307 -17.6% -18.7%
Good Housekeeping 193,577 430,930 189,110 425,407 182,533 410,011 -3.5% -5.7%
Prima 169,603 282,544 168,962 284,093 157,214 274,063 -7.0% -7.3%
Red 156,364 220,804 157,855 225,380 143,753 218,726 -8.9% -8.1%
Elle (U.K.) 142,654 203,471 128,473 195,114 128,262 195,192 -0.2% -10.1%
Instyle UK 119,387 180,879 116,920 180,987 115,536 182,989 -1.2% -3.2%
Vogue 117,668 221,090 114,090 220,386 105,005 210,435 -8.0% -10.8%
Easy Living 126,510 201,147 103,015 185,115 97,515 180,034 -5.3% -22.9%
Essentials 86,008 100,214 84,540 98,487 83,802 102,260 -0.9% -2.6%
She 110,839 173,377 97,782 165,008 79,794 148,860 -18.4% -28.0%
Psychologies Magazine 91,700 150,112 78,643 140,438 71,925 130,608 -8.5% -21.6%
Harpers Bazaar 36,021 109,146 34,886 109,468 33,690 109,646 -3.4% -6.5%
Tatler 33,567 90,128 31,172 86,107 31,283 85,064 0.4% -6.8%
Vanity Fair 32,963 101,166 32,482 101,169 28,017 101,698 -13.7% -15.0%
Social & Personal - - 7,471 10,256 11,876 13,889 59.0% -
Prudence 9,493 10,467 8,714 9,804 - - - -
The Gloss Magazine 8,662 10,110 - - - - - -
BM (formerly Bon Marche) - - 133,254 133,254 - - - -
VIP Magazine - - 30,286 31,045 - - - -
U Magazine - - 29,732 30,846 - - - -
Irish Tatler - - 22,548 27,407 - - - -
Image - - 18,239 27,940 - - - -
Stellar - - 13,162 13,170 - - - -
Title Performance
• Lifestyle title Woman & Home is the only title to post a positive YoY performance, up 2.3% despite
a drop of (5.4%) PoP. This can be contrasted with main competitor Good Housekeeping, which is
down on both the previous period and the year by (3.5%) and (5.7%) respectively.
• Glamour magazine retains its position as the leading title in the sector posting a UK newstrade ABC
of 406,879. High value covermounts such as the Benefit mascara on the July issue have driven
significant sales and helped it cement its position as market leader.
• Building on its successful re-launch towards the end of 2008, In Style has considerably out-
performed the market, down just (1.2%) PoP. Part of this success can also be attributed to the
highly successful June issue, which was promoted with a Nails Inc. covermount.
• Elle has also out-performed the overall sector to record a UK newstrade ABC of 128,262 and a PoP
decrease of just (0.2%).
• Tatler is one of only two titles in the sector to show any PoP growth. It is up 0.4% on JD08,
although is still down (6.8%) YoY. This compares with Vanity Fair, another Conde Nast title, which
has seen double-digit declines of (13.7%) PoP and (15.0%) YoY on the UK newsstand.
• IPC Media’s Essentials also posts a strong performance, down just (0.9%) PoP and (2.6%) YoY.
This compares favourably against its nearest rival Prima magazine, which is down (7.0%) on the
period and (7.3%) on the previous year.
• Harpers Bazaar’s successful performance during the period, down just (3.4%) PoP, can be partly
attributed to its innovative March issue which saw the title increase in size from a 290 x 215 mm
format to 330 x 245 mm. This was a one-off special issue and the title reverted to its normal size
from April.
• Outperforming the sector, both Cosmopolitan and Company magazine have demonstrated strong
performances, down (2.4%) and (3.2%) respectively on the previous period. Both titles have
experienced success by cut-pricing nationally in the period, with Company reducing its February
issue cover-price to £1 and Cosmopolitan its July issue to £2.
Marketing Services
18th August 2009 Page 14
Marketforce ABC Market Sector Report Jan-Jun 2009
Children’s Magazines
The Children’s Magazines sector consists of the following
2008 Annualised Performance
five sub-sectors: Pre-School, Pre-Teen General, Primary -
Boys, Primary - General, and Primary – Girls, with Pre- Number of Titles in 2008: 52
School the largest of the five.
ABC Sector RSV Rank: 5
Altogether 44 titles in this sector released a JJ09 ABC, with 2008 Annual RSV: £99.8m
total UK newstrade volume down (17.6%) YoY and RSV
2008 Annual RSV YoY: 10.8%
down (10.1%) YoY. This decline must be viewed against this
sector’s exceptional growth in 2008, fuelled by new launches
The above relates to UK newstrade performance
such as Disney High School Musical, and JJ09’s overall RSV in 2008 and is quoted to provide context for JJ09
of £44.3m is in fact a 10.1% increase on the equivalent
figure two years ago.
Mintel reports that the outlook for the Children’s Magazines sector is favourable with sales likely to be
sustained by kids’ enthusiasm for the titles and parental approval of them. Magazines are viewed as a
preferable leisure option to the internet and television, providing a fun opportunity for children to learn.
There has also been no real indication that children are shifting their interest online, but instead
evidence suggests that electronic media is complementing rather than replacing children’s magazines.
The sheer number of titles illustrates the health and vibrancy of this sector. Whilst the JJ09 period
witnessed double-digit PoP decline, this is explained by the exceptional success in the previous period,
rather than cause for concern in the most recent one. The future for this sector is promising, with a
higher birth-rate forecast until 2013 which will increase the target market and help to sustain sales.
JJ09 Sub-Sector Performance
Periodised UK Newstrade Volume
12,000,000 0%
-5%
10,000,000
-10%
8,000,000 -15%
Volume
-20%
6,000,000 YoY -/+%
-25%
4,000,000 -30%
-35%
2,000,000
-40%
0 -45%
Pre-School Primary - Girls Primary - Boys Primary - Pre-Teen -
General General
Sector Performance - Last 5 Periods
Periodised UK Newstrade Value & Volume
60,000,000
50,000,000
40,000,000
Value
Volume
30,000,000
20,000,000
10,000,000
0
JJ07 JD07 JJ08 JD08 JJ09
Marketing Services
18th August 2009 Page 15
Marketforce ABC Market Sector Report Jan-Jun 2009
PoP YoY
Jan-Jun 2008 Jul-Dec 2008 Jan-Jun 2009 Change Change
Key Title UK News Total ABC UK News Total ABC UK News Total ABC UK News UK News
Disney High School Musical 140,813 142,053 146,965 148,514 109,523 110,746 -25.5% -22.2%
The Simpsons Comics 109,793 112,067 109,251 112,393 102,584 106,545 -6.1% -6.6%
Fun to Learn - Peppa Pig - - 62,269 64,425 82,310 83,896 32.2% -
Fun to Learn - Friends 85,860 86,435 78,624 79,400 80,701 81,287 2.6% -6.0%
In The Night Garden 103,644 103,644 77,358 77,358 80,334 80,334 3.8% -22.5%
Simpsons Comics Presents 73,975 74,585 71,036 71,582 73,133 73,549 3.0% -1.1%
Ben 10 - - - - 70,012 70,012 - -
Disney's Princess 67,402 67,664 64,710 64,843 62,314 62,541 -3.7% -7.5%
Sparkle World 65,034 65,706 58,538 59,367 61,590 63,863 5.2% -5.3%
Hannah Montana Magazine - - 62,574 62,615 61,412 61,581 -1.9% -
Girl Talk 80,154 81,912 71,957 73,967 59,136 60,443 -17.8% -26.2%
Power Rangers 49,037 49,037 44,310 44,310 52,004 52,004 17.4% 6.1%
Barbie 52,159 52,559 48,079 48,292 51,143 51,504 6.4% -1.9%
Disney and Me 46,145 46,564 56,174 56,313 49,804 50,050 -11.3% 7.9%
Dora The Explorer 50,006 50,006 51,038 51,038 49,520 49,520 -3.0% -1.0%
Toxic 53,741 53,784 47,510 47,510 49,005 49,005 3.1% -8.8%
Bob The Builder 54,557 54,557 40,639 40,639 48,224 48,224 18.7% -11.6%
Go Girl 66,327 66,501 63,325 63,325 47,997 48,004 -24.2% -27.6%
The Beano 57,606 61,931 56,932 61,890 47,890 53,964 -15.9% -16.9%
Fun to Learn - Favourites 50,086 50,729 48,138 48,687 47,712 48,314 -0.9% -4.7%
Charlie & Lola 51,538 51,538 46,664 46,664 47,066 47,066 0.9% -8.7%
Doctor Who Adventures Magazine 87,103 93,741 73,396 82,205 46,592 56,986 -36.5% -46.5%
CBeebies Weekly 58,714 61,587 50,693 53,740 44,706 48,509 -11.8% -23.9%
Numberjacks - - 55,023 55,023 43,081 43,081 -21.7% -
Cbeebies Art - - 53,957 53,957 41,970 41,970 -22.2% -
Toybox 73,290 73,290 48,429 48,429 41,582 41,582 -14.1% -43.3%
The BeanoMAX 46,455 48,275 39,433 41,476 40,912 42,565 3.8% -11.9%
World of Cars - - 47,413 47,413 40,004 40,004 -15.6% -
Play and Learn - Thomas and Friends 40,504 40,504 37,518 37,518 38,031 38,033 1.4% -6.1%
Cbeebies Animals 58,558 58,558 41,464 41,464 37,696 37,696 -9.1% -35.6%
Thomas and Friends 38,433 38,433 39,012 39,012 37,454 37,458 -4.0% -2.5%
All About Animals 45,518 45,518 42,118 42,118 35,469 35,469 -15.8% -22.1%
Bratz 52,717 53,212 45,956 46,385 34,335 34,642 -25.3% -34.9%
Spongebob Squarepants 39,692 40,330 34,183 34,800 33,467 34,163 -2.1% -15.7%
Spectacular Spiderman 39,862 40,011 39,997 40,122 33,200 33,351 -17.0% -16.7%
Disney Fairies Tinkerbell 25,543 25,543 29,086 29,086 32,067 32,067 10.2% 25.5%
Lazy Town 42,873 43,425 30,781 31,131 31,332 31,601 1.8% -26.9%
Fireman Sam 38,507 38,507 31,172 31,172 29,532 29,532 -5.3% -23.3%
Goodie Bag Mag 28,717 31,903 28,076 32,018 29,011 34,885 3.3% 1.0%
Teletubbies 31,576 31,576 29,571 29,571 24,009 24,009 -18.8% -24.0%
All About - - 41,045 41,045 23,351 23,351 -43.1% -
Girl Talk Extra 37,211 37,211 34,445 34,445 21,232 21,232 -38.4% -42.9%
Animals and You 34,954 38,503 24,442 28,546 20,076 23,045 -17.9% -42.6%
The Dandy 22,811 23,869 25,397 26,694 19,206 20,403 -24.4% -15.8%
Scooby Doo 46,265 46,567 40,442 40,695 - - - -
Art Attack 34,694 35,413 - - - - - -
Tweenies 30,502 30,502 - - - - - -
Balamory 28,862 28,862 22,815 22,815 - - - -
Thomas Express Special 27,352 27,352 - - - - - -
Noddy Magazine 22,450 22,506 18,313 18,385 - - - -
Transformers Comic 37,715 38,733 23,734 24,617 - - - -
Amy Magazine 34,062 34,062 24,049 24,049 - - - -
First News 17,520 38,183 13,983 37,038 - - - -
Title Performance
• Panini’s Disney High School Musical remains the biggest selling title in the sector, despite a fall of
(22.2%) YoY set against its debut ABC last year. The DVD release of High School Musical 3 during
the period will have helped to sustain sales.
• The format of children’s television programmes launching complementary magazines has again
proved successful, with Egmont’s Ben 10 being the most successful launch in the period. The title
achieved a debut UK newstrade figure of 70,012, placing it seventh in the sector overall.
• April saw the final issues of Balamory, Amy and Tweenies, demonstrating the fluidity of a sector with
a regular flow of launches and closures.
• Four titles have seen YoY growth. Disney Fairies Tinkerbell demonstrates double-digit growth of
25.5% YoY, with Disney and Me up 7.9%, Power Rangers up 6.1% and Goodie Bag Mag up 1.0%.
Marketing Services
18th August 2009 Page 16
Marketforce ABC Market Sector Report Jan-Jun 2009
Women’s Home Interest
The Women’s Home Interest sector is divided into three 2008 Annualised Performance
distinct sub-sectors: Mainstream, Traditional and Modern.
Number of Titles in 2008: 21
5.2m copies of Women’s Home Interest magazines were ABC Sector RSV Rank: 10
sold in JJ09, representing a decline of (21.1%) YoY – a
trend evident across all three sub-sectors. Overall the sector 2008 Annual RSV: £38.7m
generated £16.8m in RSV for the latest period, down 2008 Annual RSV YoY: (9.4%)
(19.5%) YoY, although only 14 titles released an audited
figure in JJ09 compared to 20 titles a year ago. The above relates to UK newstrade performance
in 2008 and is quoted to provide context for JJ09
Recently property development has become less synonymous with quick investment and lending
conditions have become tougher. This has led to consumers being put-off home improvement
projects, which has affected the circulation of Women’s Home Interest titles. However, Mintel reports
that the home is still a central focus of interest for British consumers, which should help to sustain
future sales to titles in this market, especially as the property market starts to improve. In the short-
term, these titles have remained relevant and valuable by shifting their editorial content towards
property development for personal use rather than for investment, such as converting existing space.
There is an expected increase in the population of ABC1s over the next few years, which will benefit
home interest titles if they are able to successfully target these key consumers. According to Mintel,
there will also be increased pressure on space and the size of living accommodation, especially for
the less affluent, which provides a future editorial opportunity for this sector.
JJ09 Sub-Sector Performance
Periodised UK Newstrade Volume
3,000,000 0%
2,500,000 -5%
2,000,000 -10%
1,500,000 -15% Volume
YoY +/-%
1,000,000 -20%
500,000 -25%
0 -30%
Home Interest - Mainstream Home Interest - Traditional Home Interest - Modern
Sector Performance - Last 5 Periods
Periodised UK Newstrade Value & Volume
25,000,000
20,000,000
Value
15,000,000
Volume
10,000,000
5,000,000
0
JJ07 JD07 JJ08 JD08 JJ09
Marketing Services
18th August 2009 Page 17
Marketforce ABC Market Sector Report Jan-Jun 2009
PoP YoY
Jan-Jun 2008 Jul-Dec 2008 Jan-Jun 2009 Change Change
Key Title UK News Total ABC UK News Total ABC UK News Total ABC UK News UK News
Ideal Home 173,692 221,080 146,497 197,516 139,008 194,633 -5.1% -20.0%
Your Home 112,380 122,402 97,807 107,723 104,564 114,542 6.9% -7.0%
Country Living 91,821 199,510 82,900 189,200 85,881 192,475 3.6% -6.5%
House Beautiful 104,802 173,129 94,978 161,102 83,084 150,076 -12.5% -20.7%
25 Beautiful Homes 85,882 118,373 72,371 102,487 75,711 102,868 4.6% -11.8%
Homes & Gardens 69,447 143,900 66,992 140,264 64,065 135,004 -4.4% -7.7%
Good Homes 81,925 117,466 61,559 97,725 56,806 90,429 -7.7% -30.7%
Living etc 60,923 98,395 47,997 86,489 51,488 90,877 7.3% -15.5%
Country Homes and Interiors 50,127 87,056 52,119 88,518 48,930 84,453 -6.1% -2.4%
House & Garden 45,006 142,511 41,347 140,004 41,364 130,692 0.0% -8.1%
Elle Decoration 31,205 64,030 27,328 62,027 27,045 58,020 -1.0% -13.3%
Coast 23,714 41,116 24,138 42,259 22,449 41,724 -7.0% -5.3%
BBC Homes & Antiques 27,417 85,121 25,758 75,347 22,189 54,083 -13.9% -19.1%
Grand Designs 24,951 34,408 16,314 25,068 19,049 26,603 16.8% -23.7%
Real Homes 59,701 67,030 61,155 68,005 - - - -
Image Interiors 15,005 21,065 10,113 15,073 - - - -
Northern Ireland Homes & Lifestyle 6,814 6,814 5,943 6,029 - - - -
Homes & Interiors Scotland 8,415 10,977 7,861 10,553 - - - -
House and Home 17,655 22,442 16,895 20,939 - - - -
Ideal Homes Complete Guide to Xmas - - 104,002 106,890 - - - -
Ireland's Homes Interiors and Living Magazine 21,672 22,022 17,126 17,438 - - - -
Period Living - - 29,824 48,576 - - - -
The English Home - Group - - 14,554 68,525 - - - -
Title Performance
• Ideal Home has retained its position as market leader, despite posting a decline of (5.1%) on the
previous period and a (20.0%) decline YoY. This compares favourably against the sector, which
is down (14.2%) PoP and (21.1%) YoY. House Beautiful has seen double-digit decline both PoP
and YoY and is down (12.5%) and (20.7%) respectively.
• Although in YoY decline, the Modern sub-sector has posted a significant improvement PoP and
is up 6.5% against JD08. This performance is driven by Living etc, which records a PoP
increase of 7.3% with a UK newstrade ABC of 51,488. Compared to the Home Interest sector
overall Elle Decoration posts a strong performance, down just (1.0%) PoP, while Grand Designs
records double-digit growth of 16.8% PoP, no doubt boosted by a ninth series of the
accompanying television programme airing during the period.
• Your Home has increased its newstand sales by 6.9% PoP. This is a noteworthy performance
within the Mainstream sub-sector, whose overall PoP performance was a decline of (8.7%).
The low cover price of Your Home at £1.99 might explain the success of this title in appealing to
consumers during the recession, as might a recent editorial focus on how to refresh a room on a
budget rather than completely redecorate.
• 25 Beautiful Homes posts a UK newstrade ABC of 75,711, a PoP increase of 4.6%. Other
Traditional titles also performed well, with Country Living up 3.6% PoP and House & Garden
flat across the two periods. Overall the Traditional sub-sector fell by (23.6%) PoP, influenced in
part by Period Living not releasing a six-month ABC this period.
• Nectar analysis shows that titles in the Traditional sub-sector have a loyal following, which is
beneficial in the tough economic climate. Consumers of these titles are also older than
consumers in the other sub-sectors and potentially more settled, and thus more likely to buy the
titles as a lifestyle choice rather than for practical advice about a move or a renovation.
• Good Homes underperformed against the sector this period, however this was its last ABC for
sales recorded under BBC ownership. The title has been acquired by Kelsey Publishing from
the August 2009 issue who have positive plans for the title.
• Real Homes has not released a six-month ABC this period after the title changed hands from
Hachette Filipacchi to Centaur Special Interest Media in February.
Marketing Services
18th August 2009 Page 18
Marketforce ABC Market Sector Report Jan-Jun 2009
Men’s Lifestyle Monthlies
The Men’s Lifestyle Monthlies sector sold 3.5m UK
2008 Annualised Performance
newstrade copies in the first half of 2009, which
represented a decline of (16.8%) YoY. The sector Number of Titles in 2008: 13
generated £13.0m in RSV, a decline of (18.0%) YoY.
ABC Sector RSV Rank: 11
2009 has proved to be a difficult year so far for the Men’s 2008 Annual RSV: £35.6m
Lifestyle Monthlies, exemplified by the closures of both
2008 Annual RSV YoY: (10.0%)
Arena and Maxim, two long-running titles. Removing the
impact of these closures to review constant market The above relates to UK newstrade performance
performance shows the sector’s decline in revenue to be in 2008 and is quoted to provide context for JJ09
slightly less extreme, down (13.0%) YoY.
UK unemployment now totals 2.4 million, the highest level in more than ten years. Economists expect
this total to continue rising this year despite suggestions that economic conditions may be stabilising.
1.5 million of this total are men, with young men particularly affected. 19% of all 16-24 year old males
are currently jobless and 11% are NEETs (Not in Employment, Education or Training). These bleak
statistics put the sharp decline of the Men’s Lifestyle Monthlies into some context, with many young
men having less disposable income at the ready. (ONS: April – June 2009)
JJ09 Sub-Sector Performance
Periodised UK Newstrade Volume
1,768,000 10%
1,766,000 5%
1,764,000 0%
1,762,000
-5%
1,760,000
-10%
1,758,000 Volume
-15% YoY +/-%
1,756,000
-20%
1,754,000
1,752,000 -25%
1,750,000 -30%
1,748,000 -35%
Men's Monthlies - Mainstream Men's Monthlies - Specialist
Sector Performance - Last 5 Periods
Periodised UK Newstrade Value & Volume
25,000,000
20,000,000
Value
15,000,000
Volume
10,000,000
5,000,000
0
JJ07 JD07 JJ08 JD08 JJ09
Marketing Services
18th August 2009 Page 19
Marketforce ABC Market Sector Report Jan-Jun 2009
PoP YoY
Jan-Jun 2008 Jul-Dec 2008 Jan-Jun 2009 Change Change
Key Title UK News Total ABC UK News Total ABC UK News Total ABC UK News UK News
FHM 212,492 280,392 189,091 272,545 157,497 235,027 -16.7% -25.9%
Men's Health 146,320 245,212 148,913 250,094 145,815 250,247 -2.1% -0.3%
Healthy for Men - - 62,687 62,687 66,753 66,753 6.5% -
GQ 72,453 130,008 72,469 130,094 61,597 120,019 -15.0% -15.0%
Stuff 62,055 88,081 68,136 95,072 58,919 84,565 -13.5% -5.1%
Loaded 76,207 95,371 71,594 90,071 56,700 72,679 -20.8% -25.6%
Men's Fitness 48,847 65,626 50,795 67,160 52,536 67,987 3.4% 7.6%
BBC Focus 41,981 70,122 40,929 70,326 36,636 68,144 -10.5% -12.7%
Esquire 20,702 58,136 26,102 60,051 16,707 52,705 -36.0% -19.3%
Maxim 29,113 43,542 30,358 45,951 - - - -
Arena 16,910 30,896 11,356 29,374 - - - -
Bizarre - - 30,958 40,936 - - - -
T3 - - 32,093 60,127 - - - -
Title Performance
• FHM, the market leader, has seen the largest YoY drop in UK newstrade sales at (25.9%), down
almost 55,000 copies on average per issue. This follows an editorial re-design aimed at a more
upmarket consumer. In an attempt to rectify their falling circulation, FHM will be including the
returning Bionic and Collections magazines as extras in forthcoming issues.
• The fitness titles performed well in a difficult market with Men’s Fitness and Healthy for Men (a low
priced magazine sold in Holland & Barrett stores) both recording PoP UK newstrade sales increases
of 3.4% and 6.5% respectively. Men’s Health saw a small decrease in sales, down (2.1%) PoP.
• With the closure of Arena and Maxim, Loaded has seen its UK newstrade volume share of the
mainstream sector rise to 19.4%.
• Nectar data shows that two of the more upmarket men’s magazines GQ and Esquire over-index on
the ‘urban prosperity’ consumer and it has been suggested that this group, which includes young
professionals with a cosmopolitan outlook, may not be feeling the effects of the recession as
severely as others. However, attracting this consumer has not helped either magazine avoid falling
sales, with Esquire seeing an alarming PoP UK newstrade fall in sales of (36.0%). GQ fared slightly
better, recording a fall of (15.0%) both YoY and PoP.
• Many of the magazines within the sector, including FHM and Men’s Health, have added separate
travel editions within the last year. Analysis of sales within WHS Travel stores has shown that whilst
the titles’ share of the retailer receives an initial boost, the trend is that it will fall back to what it was
before the travel edition was introduced.
Marketing Services
18th August 2009 Page 20
Marketforce ABC Market Sector Report Jan-Jun 2009
Men’s Weeklies
The two-title Men’s Weeklies sector sold 7.4m UK 2008 Annualised Performance
newstrade copies in the first half of 2009, resulting in a
YoY decline of (25.5%). The revenue generated by the Number of Titles in 2008: 2
sector fell by (20.5%) YoY to £11.8m. ABC Sector RSV Rank: 12
Bauer’s Zoo posted the larger decline of the two titles, with 2008 Annual RSV: £30.0m
UK newstrade sales down (32.5%) YoY, compared to IPC 2008 Annual RSV YoY: (9.0%)
Media’s Nuts at (25.7%).
The above relates to UK newstrade performance
in 2008 and is quoted to provide context for JJ09
IPC Ignite recently conducted some research, entitled Today’s Man, looking at the effect of the
recession on 18-34 year old men. The survey showed that 8 in 10 men have not been significantly
affected by the recession, however they were becoming more selective in their decision making. The
report suggests that entertainment is fundamental to men, particularly during the credit crunch, as
they look for fun distractions as a means to escape and relax. The Men’s Weeklies should therefore
be able to capitalise on this, as they are value for money products that have a fun and irreverent style.
Entertainment at home is on the rise according to the research, which found that 46% of young men
are playing computer games more than they used to and 69% are watching DVDs rather than going to
the cinema. It remains to be seen if this will influence the editorial content of the magazines.
Finally, the report found a key responsibility gap between 18-24 and 25-34 year old men. The younger
group were found to be far more carefree with their money during the recession due to fewer
responsibilities. The older demographic, meanwhile, were more responsible and starting to cut back.
Interestingly, Nectar data shows that Nuts over-indexes on the 18-24 group when compared to Zoo,
so this may explain why Nuts has fared the better of the two magazines during the recession.
JJ09 Sub-Sector Performance
Periodised UK Newstrade Volume
8,000,000 0%
7,000,000
-5%
6,000,000
-10%
5,000,000
4,000,000 -15% Volume
YoY +/-%
3,000,000
-20%
2,000,000
-25%
1,000,000
0 -30%
Men's Weeklies Men's Monthlies
Men's Weeklies Performance - Last 5 Periods
Periodised UK Newstrade Value & Volume
18,000,000
16,000,000
14,000,000
12,000,000
Value
10,000,000 Volume
8,000,000
6,000,000
4,000,000
2,000,000
0
JJ07 JD07 JJ08 JD08 JJ09
Marketing Services
18th August 2009 Page 21
Marketforce ABC Market Sector Report Jan-Jun 2009
PoP YoY
Jan-Jun 2008 Jul-Dec 2008 Jan-Jun 2009 Change Change
Key Title UK News Total ABC UK News Total ABC UK News Total ABC UK News UK News
Nuts 240,203 250,061 223,618 234,034 178,515 188,532 -20.2% -25.7%
Zoo 157,314 161,331 139,473 145,555 106,197 111,012 -23.9% -32.5%
Title Performance
• Nuts has posted a UK newstrade ABC of 178,515, outselling Zoo by over 72,000 copies a week.
• Nuts has outperformed Zoo, despite the latter publishing four cut price issues in the period which all
achieved significant sales increases.
• The free men’s weeklies Shortlist and Sport continue to have a larger distribution than their paid-for
competitors in the Men’s Lifestyle sector, with Shortlist’s distribution up 0.9% PoP to 510,720. It
should be noted however that only 51% of these were delivered direct to the reader’s hand. Sport
had a difficult period, as the magazine ceased publication in April before being bought by UTV
Media. Its distribution was down (3.8%) PoP to 305,341.
• Nuts’ share of the UK newstrade Men’s Weeklies market now stands at 62.7%, up from 61.6% in
the previous period and the highest market share it has achieved since the sector’s launch in 2004.
• Two in five of all Men’s Lifestyle magazines now sold on the UK newstand is a copy of Nuts.
• Nuts was awarded PPA Consumer Media Brand of the Year, who commented, "Nuts responds at
every turn to the needs and desires of its audience, sharing the passion of the reader and
demonstrating a single-minded commercial exploitation of the brand.“
• The Nuts’ brand has been successfully continued online and the ABCe for www.nuts.co.uk shows
that it delivers over 1.4m unique users per month on average.
Marketing Services
18th August 2009 Page 22
Marketforce ABC Market Sector Report Jan-Jun 2009
Music - Rock
The Rock sector struggled in the first half of 2009, selling
2008 Annualised Performance
3.0m UK newstrade copies and recording a (26.2%) YoY
decline. This equated to £9.1m in RSV, which was a YoY Number of Titles in 2008: 9
decrease of (22.8%).
ABC Sector RSV Rank: 14
The YoY decline of the sector is partly influenced by two of 2008 Annual RSV: £22.8m
the smaller monthly titles not releasing an ABC this period.
2008 Annual RSV YoY: (17.0%)
Collectively those monthlies that did release fared better
than the weeklies. Volume for these titles fell (3.7%) YoY The above relates to UK newstrade performance
compared to a drop of (32.3%) for the weeklies. in 2008 and is quoted to provide context for JJ09
The decline in this period matches the trend evident in the physical music sales market. Downloading,
regardless of legality, and streaming software such as Spotify and WE7, mean listening to digital
music is now more accessible than ever. This combined with record labels and artists taking steps to
gain lost revenues through live events and merchandising will at least ensure that there is still plenty of
interest in the music industry to spill over into the magazine category.
As a result of the economic downturn many album launches have been delayed until the second half
of the year and a series of large-scale live tours have been withheld until the autumn. This helps to
explain the Music sector’s performance in this period, with the expectation being that the flurry of
activity scheduled for the rest of 2009 will give a boost to magazine sales.
JJ09 Sub-Sector Performance
Periodised UK Newstrade Volume
1,800,000 0%
1,600,000
-5%
1,400,000
-10%
1,200,000
1,000,000 -15%
Volume
800,000 -20% YoY +/-%
600,000
-25%
400,000
-30%
200,000
0 -35%
Rock - Weekly Rock - Monthly
Sector Performance - Last 5 Periods
Periodised UK Newstrade Value & Volume
16,000,000
14,000,000
12,000,000
10,000,000 Value
Volume
8,000,000
6,000,000
4,000,000
2,000,000
0
JJ07 JD07 JJ08 JD08 JJ09
Marketing Services
18th August 2009 Page 23
Marketforce ABC Market Sector Report Jan-Jun 2009
PoP YoY
Jan-Jun 2008 Jul-Dec 2008 Jan-Jun 2009 Change Change
Key Title UK News Total ABC UK News Total ABC UK News Total ABC UK News UK News
Q 66,658 113,174 62,143 103,017 63,326 100,172 1.9% -5.0%
Mojo 45,698 106,367 42,899 100,507 43,269 97,722 0.9% -5.3%
Kerrang! 51,437 60,290 45,066 52,272 36,933 43,253 -18.0% -28.2%
Classic Rock 33,951 66,632 37,119 70,188 34,101 70,301 -8.1% 0.4%
Uncut 38,033 86,925 38,104 87,069 31,722 76,526 -16.7% -16.6%
NME 44,837 56,284 38,834 48,459 30,894 40,948 -20.4% -31.1%
Metal Hammer 29,927 48,540 30,757 50,269 28,857 46,004 -6.2% -3.6%
Word Magazine 17,417 33,775 16,367 34,280 - - - -
Rock Sound 13,288 22,527 12,028 20,011 - - - -
Hot Press - - 13,183 19,387 - - - -
Title Performance
• Following a significant decline in the previous period, market leader Q records marginal PoP growth.
Newstrade volume is up 1.9% to an average of 63,326 copies sold per issue.
• Mojo posts a UK newstrade ABC of 43,269, up 0.9% PoP, whilst Classic Rock enjoys a small
incremental YoY increase of 0.4%.
• The performance of the weeklies NME and Kerrang! has deteriorated significantly in the period, down
(31.1%) and (28.2%) YoY respectively. The gap between the two titles remains fairly static however,
with the latter selling just over 6,000 copies more on average.
• Nectar research into who buys the weekly magazines in the Rock sector identified Kerrang!’s
consumers as more likely to be in the 35-54 age group, possibly purchasing for their children, while
NME’s consumers are more likely to be 18-34. The differing disposable income associated with these
consumer groups in the current economic climate could explain NME’s recent drop in performance.
• Every week over 1.5 million people are exposed to the NME brand making it as influential a force in
the music industry as ever. This was highlighted by the success of the band La Roux earning a
number 1 single and number 2 album five months after headlining the NME Radar Tour.
• NME Radio’s launch into DAB as well as an iPhone/iPod application, to facilitate music downloads,
saw NME Radio’s weekly listeners increase to 215,000, up 10.8% on the previous quarter.
• This period saw Uncut’s brand name benefit from the successful launch of the U2 – Ultimate Music
Guide one shot, together with the news that, following the success of the inaugural event, Uncut will
again be holding their Uncut Music Awards.
• NME.com received industry acclaim after being named Interactive Consumer Magazine of the Year
following a 27.2% YoY increase in unique monthly users in the January-June period to 4,454,983.
Marketing Services
18th August 2009 Page 24
Marketforce ABC Market Sector Report Jan-Jun 2009
News & Current Affairs
The News & Current Affairs sector consists of four sub- 2008 Annualised Performance
sectors: Business and Finance, Science and both Current
Affairs Domestic and International. Number of Titles in 2008: 10
5 titles with a significant newstrade presence released an ABC Sector RSV Rank: 15
ABC in JJ09, equating to total UK newstrade volumes of 2008 Annual RSV: £22.7m
3.5m copies and generating £9.6m in RSV. Overall this was
a YoY decline of (10.8%) and (10.2%) for volume and value 2008 Annual RSV YoY: (9.2%)
respectively, with the figures hit slightly by two fewer titles
The above relates to UK newstrade performance
releasing this period. 2008 coverage of the US presidential in 2008 and is quoted to provide context for JJ09
elections will also have boosted sales last year.
The top three titles in the sector accounted for nearly 90% of total sales and outperformed the sector as
a whole, with volume falling by (6.3%) YoY and RSV by (6.0%).
This sector would appear to be particularly vulnerable to the increasing diversity of news media and to
the internet, given the wealth of instant news and current affairs information both these media make
available. According to Nielsen Net Ratings, news information sites such as BBC and News CORP
(incorporating Times Online) feature highly in the list of most frequently visited sites.
Magazines in this sector are still important however as they can provide more in-depth coverage and
analysis of current issues, once the news-breaking headlines have been made elsewhere. Newsstand
sales of individual issues can be highly changeable because they are so heavily dependent on the
particular news stories covered and whether the front page manages to stimulate public interest.
JJ09 Sub-Sector Performance
Periodised UK Newstrade Volume
1,400,000 0%
1,200,000 -5%
-10%
1,000,000
-15%
800,000 Volume
-20% YoY +/-%
600,000
-25%
400,000
-30%
200,000 -35%
0 -40%
Current Affairs - Business & Finance Science Current Affairs -
Domestic International
Sector Performance - Last 5 Periods
Periodised UK Newstrade Value & Volume
16,000,000
14,000,000
12,000,000
10,000,000 Value
Volume
8,000,000
6,000,000
4,000,000
2,000,000
0
JJ07 JD07 JJ08 JD08 JJ09
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18th August 2009 Page 25
Marketforce ABC Market Sector Report Jan-Jun 2009
PoP
Jan-Jun 2008 Jul-Dec 2008 Jan-Jun 2009 Change YoY Change
Key Title UK News Total ABC UK News Total ABC UK News Total ABC UK News UK News
Private Eye 101,629 205,231 100,554 203,234 100,763 206,550 0.2% -0.9%
New Scientist - Worldwide Sales Excluding
Australasia & US/Canada 38,010 113,586 35,987 109,313 34,274 106,911 -4.8% -9.8%
The Economist - United Kingdom Edition 36,649 182,539 40,060 186,995 32,855 187,341 -18.0% -10.4%
Time Magazine - British Isles (BI) 13,441 136,164 12,107 134,316 8,643 133,958 -28.6% -35.7%
Investors Chronicle 7,058 31,919 6,954 30,421 7,259 30,027 4.4% 2.8%
You & Your Money 14,229 18,182 10,466 12,113 - - - -
The Investor 1,145 2,383 855 1,876 - - - -
Gleaner - UK Edition - - 10,714 10,822 - - - -
New Statesman - - 4,783 23,128 - - - -
Start Your Business - - 13,543 35,240 - - - -
The Irish Post - - 21,067 21,794 - - - -
The Phoenix - - 13,863 17,696 - - - -
Title Performance
• New Scientist records a UK newstrade ABC of 34,274. This is a drop of (9.8%) YoY, however the
title regains second spot in the sector from The Economist, whose UK newstrade ABC fell (18.0%)
PoP to 32,855. This was a decline of (10.4%) YoY for The Economist, the title with the youngest
readership in the sector.
• Private Eye is the biggest selling title in this sector and has maintained a consistent UK newstrade
ABC of just over 100,000 copies. It posts a JJ09 figure of 100,763, which is a small (0.9%) drop
YoY and an increase of 209 copies PoP.
• Despite achieving the highest volume sales, Private Eye is only ranked third for periodised RSV. It
generated £2.0m in revenue during the period, compared to £3.4m by The Economist and £2.9m by
New Scientist – the latter constituting a 2.2% increase PoP following a 10p cover price rise to £3.25.
• In uncertain times for investors, Investors Chronicle posts a successful UK newstrade ABC of 7,259,
which is a small increase both PoP and YoY. The title, along with The Economist, benefits from a
more affluent readership than other titles in the sector. (Nectar, 2009)
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18th August 2009 Page 26
Marketforce ABC Market Sector Report Jan-Jun 2009
Soap
The Soap sector comprises three titles: one weekly and
two fortnightlies. After enjoying growth over recent ABC 2008 Annualised Performance
periods, the sector has experienced a marginal decline in Number of Titles in 2008: 3
sales volume for the JJ09 period.
ABC Sector RSV Rank: 16
UK newstrade volumes decreased by (0.3%) YoY during 2008 Annual RSV: £21.2m
JJ09 to 7.5m copies, whilst revenue increased 3.5% YoY
to £10.9m. The rise in RSV has been driven by higher 2008 Annual RSV YoY: 3.6%
cover prices at the start of the year for all three titles - The above relates to UK newstrade performance
Inside Soap, Soaplife and All About Soap. in 2008 and is quoted to provide context for JJ09
The UK’s passion for soaps shows no signs of waning, with Britons watching an average of 275 minutes
of soaps per week, compared to just 90 minutes of quality time spent with their partner or family.
According to the latest data from BARB (Broadcasters’ Audience Research Board) each episode of
EastEnders is viewed by approximately 8 million people, and an average of 8.5 million tune in to
Coronation Street. The current economic climate could be beneficial to these figures, with increasing
proportions of the population staying in to watch TV in order to save money.
Soap magazines capitalise on the element of suspense in the programmes, revealing exclusive secrets
and teasers before an episode has been aired. They work perfectly with the viewers’ desire for the latest
stories and scoops. While programmes such as Coronation Street and EastEnders continue to play a
significant role in the nations viewing habits, these magazines remain a key part of the soap experience.
JJ09 Sector Performance
Periodised UK Newstrade Volume
120,000,000 1%
1%
100,000,000
0%
80,000,000
-1%
-1%
60,000,000 -2% Volume
-2% YoY +-/%
40,000,000
-3%
20,000,000
-3%
-4%
0 -4%
TV Listings - UK Women's Celebrity Soap
Soap Sector Performance - Last 5 Periods
Periodised UK Newstrade Value & Volume
12,000,000
10,000,000
8,000,000 Value
Volume
6,000,000
4,000,000
2,000,000
0
JJ07 JD07 JJ08 JD08 JJ09
Marketing Services
18th August 2009 Page 27
Marketforce ABC Market Sector Report Jan-Jun 2009
PoP YoY
Jan-Jun 2008 Jul-Dec 2008 Jan-Jun 2009 Change Change
Key Title UK News Total ABC UK News Total ABC UK News Total ABC UK News UK News
Inside Soap 190,491 195,125 183,811 188,273 176,961 181,883 -3.7% -7.1%
Soaplife 108,068 109,493 110,722 112,275 116,598 117,966 5.3% 7.9%
All About Soap 104,233 105,198 112,836 113,436 106,474 107,162 -5.6% 2.1%
Title Performance
• Inside Soap, the only weekly title in the sector, continues as the forerunner in the market with a UK
newstrade ABC of 176,961 copies, although this is down (7.1%) YoY.
• Soaplife has reclaimed its position of leading fortnightly title after posting a JJ09 UK newstrade figure
of 116,598. This is an increase of 7.9% YoY and 5.3% PoP.
• All About Soap has still performed strongly, reporting a UK newstrade ABC of 106,474, up 2.1% YoY.
• Soaplife leads the market in RSV growth, with revenue up 11.5% YoY. All About Soap and Inside
Soap also recorded positive RSV performances, with increases of 5.7% and 0.2% YoY, respectively.
• Nectar data identifies that there is a high level of cross-purchase amongst the three titles in the Soap
sector. 42% of Soaplife purchasers and 44% of All About Soap purchasers have bought another
Soap title in the eight week period to the beginning of August 2009.
• Inside Soap readers are the least likely to purchase another Soap title, with only 13.7% having
purchased a competitor title in the same eight week period.
Marketing Services
18th August 2009 Page 28
Marketforce ABC Market Sector Report Jan-Jun 2009
Teenage Lifestyle
The Teenage Lifestyle sector consisted of 4 titles in 2008 Annualised Performance
JJ09, including monthlies and fortnightlies.
Number of Titles in 2008: 5
The sector generated £6.4m in revenue and sold 2.7m ABC Sector RSV Rank: 19
copies during the period, however its overall performance
is in decline. RSV fell by (16.7%) YoY and UK newstrade 2008 Annual RSV: £15.5m
volume dropped by (20.6%) YoY. 2008 Annual RSV YoY: (3.8%)
The above relates to UK newstrade performance
in 2008 and is quoted to provide context for JJ09
Teenage Magazines are potentially showing signs of losing out to new media, although penetration
levels remain high. Mintel reports that today’s teens are likely to have their own TV and increasingly
likely to have their own computer, with 18% of homes owning three or more and 28% with two. A
laptop also offers the extra attraction of mobility, bringing it a little closer to the magazine or book.
However Teenage Magazines still play a prominent role in young people’s lives. Offering advice
and guidance, as well as fun and fashion, they establish an intimate relationship with their readers
and interact with them closely through letters and discussion pages. Parental purchase is also a
powerful influence: magazines can be checked and approved of before being passed on, offering
parents a reassurance that is not always possible when teens are surfing for similar content online.
JJ09 Sector Performance
Periodised UK Newstrade Volume
3,000,000 -20%
-20%
2,500,000
-21%
2,000,000
-21%
1,500,000 -21%
Volume
-21% YoY +/-%
1,000,000
-21%
500,000
-21%
0 -21%
Teenage Lifestyle Teenage Entertainment
Teenage Lifestyle Sector Performance - Last 5 Periods
Periodised UK Newstrade Value & Volum e
9,000,000
8,000,000
7,000,000
6,000,000 Value
5,000,000 Volume
4,000,000
3,000,000
2,000,000
1,000,000
0
JJ07 JD07 JJ08 JD08 JJ09
Marketing Services
18th August 2009 Page 29
Marketforce ABC Market Sector Report Jan-Jun 2009
PoP YoY
Jan-Jun 2008 Jul-Dec 2008 Jan-Jun 2009 Change Change
Key Title UK News Total ABC UK News Total ABC UK News Total ABC UK News UK News
Sugar 147,912 158,835 142,217 153,721 126,712 140,599 -10.9% -14.3%
Bliss 100,661 107,112 86,144 90,727 80,023 86,054 -7.1% -20.5%
Shout 80,902 84,937 77,362 81,904 71,907 76,568 -7.1% -11.1%
Mizz 60,403 65,609 52,894 58,302 47,720 54,068 -9.8% -21.0%
Kiss - - 21,842 22,759 - - - -
Title Performance
• Sugar continues to lead the Teenage Lifestyle sector, with a UK newstrade ABC of 126,712, a
decline of (14.3%).
• Bliss stays in second place within the sector after posting a JJ09 UK newstrade figure of 80,023,
down (20.5%) YoY.
• Shout has performed the best of all the titles in the sector and remains the leading fortnightly title
after recording a UK newstrade ABC of 71,907, a fall of (11.1%) YoY.
• Although ranked fourth in the sector, readers of Mizz have a high level of loyalty to the title
through Sainsbury‘s. In the 26 week period to the beginning of August, each customer buying
Mizz bought an average of 1.8 copies, with the next highest being 1.7 copies of Shout. Mizz also
has the lowest levels of cross-purchase with competitor titles - just 27.1% of its readers
purchased another title in the sector in the eight week period to the beginning of August 2009.
(Nectar, 2009)
• Bliss is the title most likely to be cross-purchased with a competitor title, with 37.4% of readers
purchasing another teenage title in the same eight week period. (Nectar, 2009)
Marketing Services
18th August 2009 Page 30
Marketforce ABC Market Sector Report Jan-Jun 2009
Contact Details
This report was prepared by
Marketing Services, Marketforce (UK) Ltd
August 2009
Contributors
Rachel Boyd
Emma Clifford
Tom Crouch
Nick Dainty
Andy Davy
Peter Hayward
Conor Higgins
Katie Lee
Siobhan Magee
For any queries about this report please contact Peter Hayward on 020 3148 3376 or Siobhan Magee on
020 3148 3506
Marketing Services
18th August 2009 Page 31