IRELAND
FIPP WORLD MAGAZINE TRENDS 2006/2007
Commentary by the Periodical Publishers Association of Ireland Despite the enormous presence of a substantial €179.9m, ahead of UK magazines on sale in the Irish the regional press on €176.9m, market, the thriving Irish outdoor at €105.1m and radio at magazine sector continued to €90.6m. show commendable gains in advertising revenues in 2005 This is the first time meaningful according to independent figures research of the Irish magazine compiled by the Institute of market has been carried out in Advertising Practitioners in any great detail. And the findings Ireland (IAPI). show that magazines continue to be strong and credible candidates The figures show that magazine for Irish marketing and advertising in 2005 amounted to advertising budgets, which
Number of titles
Consumer Business-to-business Paid-for Free Total 2001 419 17 436 2002 398 22 420 2003 330 34 364 2004 356 52 46 408 2005 367 61 55 6 428
themselves have shown double digit growth over the last three years. Like other media, the Irish magazine sector has also benefited from strong underlying economic conditions in the Irish market. While economists are predicting slower growth into the future, the immediate outlook for the media industry continues to remain positive.
Average magazine cover price
Consumer Business-to-business
Source: Crawley Nea Ltd
Price (€) 3.6 3.8
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Sales distribution breakdown (%)
2000 All Magazines Subscription 5 Retail sales 95 Source: Cawley Nea Ltd 2001 5 95 2002 5 95 2003 5 95 2004 25 75 2005 25 75
Sales distribution breakdown (%) – All magazines
Subscription 25%
Revenue from advertising and copy sales (%)
2000 All Magazines Advertising Sales 27 73 2001 28 72 2002 29 71 2003 31 69 2004 33 67 2005 33 67
National population and GDP
National population Women (15+) Men (15+) Adult population (15+) Gross Domestic Product (US$)
Source: CIA
(Million) 4.0 16.3 15.8 32.1 188.4 billion
Retail Sales 75%
Share of adspend by medium (%) 2005
Outdoor Internet 8.0% 1.1% Cinema 0.6% Radio 7.3%
Magazine adspend growth 1995-2005 g p g
% change year-on-year
Euro million
40.0 30.0 20.0 10.0 0.0
45 40 35 30 25 20
-10.0
15 10 5 0 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
TV 19.6%
-20.0
Newspapers 60.6%
-30.0 -40.0
Magazines 2.7%
y-o-y%
adspend
Source: ZenithOptimedia
Source: ZenithOptimedia
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IRELAND
Major Magazine titles
Publisher Women’s magazines U Magazine VIP Woman's Way Image Social & Personal Modern Woman Irish Tatler Prudence TV guides Sky magazine RTE Guide TV Now General interest Buy n'Sell Ireland's Own In Dublin Hotpress The Phoenix The Irish Garden The Dubliner Village Consumer special interest Autotrader Car Buyers Guide House & Home Ireland's Used Car Price Guide Ireland's Homes & Interiors Car Buyers Guide Irish Golf World Irish Garden Mens FHM Business-to-business World of Irish Nursing (Medical) Running Your Business (Business) Irish Nurse (Medical) Musgrave Magazine (Retail) Accountancy Ireland (Business) Smart Company (Business) Irish Entrepreneur (Business) Risk Manager (Security) Business & Finance (Business) Business Plus (Business) Source: IMJ/Adworld.ie Harmonia Minjara Ltd Harmonia Image Publications 21st Cenury Media Meath Chronicle Harmonia Dyflin Publications Frequency Monthly Monthly Weekly Monthly Monthly Monthly Monthly Bi-monthly
WORLD MAGAZINE TRENDS 2006/2007
Average issus Circulation readership (000) (000) (%) Women 15+ 50 140 8.3 32 9.4 26 216 11.1 26 111 8.4 26 N/A N/A 24 N/A N/A 23 62 3.7 15 n/a n/a Adults 15+ 364 n/a n/a 114 451 14 38 n/a n/a Adults 15+ 90 n/a n/a 44 n/a n/a 29 n/a n/a 19 n/a n/a 18 n/a n/a 17 72,000 na 10 n/a n/a 16 n/a n/a Adults 15+ 36 n/a n/a 28 n/a n/a 26 n/a n/a 25 n/a n/a 23 n/a n/a 28 n/a n/a 22 n/a n/a 17 72000 Adults 15+ 24 n/a n/a Adults 15+ 34 30 30 23 22 20 14 10 10 10 Page cost (4 colour) (€) 3,530 4,150 3,600 3,250 2,783 1,905 2,783 2,800 7,200 5,940 3,650 1,980 950 2,500 4,133 3,950 2,500 3,200 2,950 1,248 2,495 3,000 2,495 2,240 2,495 1,800 2,500 4,400 2,350 4,500 2,500 3,750 2,520 3,300 3,495 1,650 3,090 Cover price Ad:editorial (€) ratio 1.4 3.3 3.7 3 1.7 2 2.95 Free 1.5 1.1 1.1 Free 3.5 2.35 2.3 2 2.2 2.3 2.3 3.5 5.9 Free 3.5 Free Free 6 Free 5.95 4.70 2.8 40:60 40:60 30:70 40:60 40:60 35:65 40:60 45:65 40:60 40:60 40:60 100:0 15:85 30:70 30:70 30:70 30:70 30:70 40:60 95:5 30:70 95:5 35:65 95:5 30:70 n/a 60:40 30:70 40:60 40:60 20:80 10:90 20:80 70:30 -
Audited Yes Yes Yes Yes No No Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes No Yes No Yes No Yes No No No No Yes Yes Yes yes Yes Yes Yes
John Brown Citrus Publishing Monthly RTE Commercial Enterprises Fortnightly Minjara Ltd Weekly B&S Ltd IN&M Page 7 Media Osnovina Ltd Penfield Enterprises Ltd Irish Garden Dubliner Media Ltd Village Communications Ltd Autotrader Ltd Page 7 Media Dyflin Publications Ltd Page 7 Media Page 7 Media Worlds Fair Group Irish Garden Emap MedMedia Ltd First Hand Publishing Ltd Strathayr Publishing Ltd Page 7 Media ICAI Mediateam Morrisey Media Rosebank Media Ltd Moranna Ltd Nalac Ltd 3/week Weekly Weekly Fortnightly Fortnightly Monthly Monthly Weekly Weekly Weekly Bi-monthly Monthly Monthly Weekly Monthly Monthly Monthly Monthly Monthly Monthly Bi-monthly Bi-monthly 10 pa Fortnightly Quarterly Monthly
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Major business magazine publishers (2005)
Whitespace Ltd Ashville Media Ltd Nalac Ltd Moranna Ltd Med Media Ltd Progressive News & Media Ltd Mediateam Ltd IMAJ Ltd Source: Cawley Nea Ltd
Major consumer magazine publishers (2005)
Ashville Media Harmonia Page 7 Media Dyflin Publishing Image Publications Zahra Publishin Source: Cawley Nea Ltd
Top ten business-to-business magazine advertising categories (2005)
Auto Financial Services Property Software/IT Government Departments/Agencies Tourism/Hotels Food & Drink Recruitment Miscellaneous Industry Miscellaneous Media Organisations Source: IMJ/Aworld.ie
Top ten business-to-business magazine advertisers (2005)
RTE Vodafone Nokia Dell Bank of Scotland O2 Bank of Ireand AIB FAS Ford Source: IMJ/Aworld.ie
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WORLD MAGAZINE TRENDS 2006/2007
Advertising expenditure data
IRELAND
(€ million, current prices)
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 Magazines 19 18 17 17 20 15 17 24 34 32 40 Newspapers 156 178 235 247 274 431 495 628 729 895 886 TV 112 122 130 149 173 200 197 207 195 236 287 Radio 33 34 37 44 49 55 70 65 87 91 106 Cinema 4 4 4 5 5 6 7 9 9 10 9 Outdoor 20 25 30 39 48 70 86 98 101 106 117 Internet 0 0 0 0 0 2 3 4 6 9 16 Total 344 381 452 501 569 778 875 1,035 1,161 1,379 1,461 Source: Advertising Statistics of Ireland/IAPI Scope, ZenithOptimedia Before discounts, excludes production costs, includes agency commission of 15%, excludes classified 1994–2001, includes classified 2002–2003 Figures from 2003 include UK Newspapers distributed in Ireland and independent local radio, surbey also covers more magazine titles
Top ten consumer magazine advertisers (2005)
Procter & Gamble Beiersdorf Irish Distillers L’Oreal Unilever Dunnes Stores Aldi Vodafone Coty Ireland Nestle Source: IMJ/Aworld.ie
Top ten consumer magazine advertising categories (2005)
Skincare Shampoo & Conditioners General Cosmetics/Toiletries Retail outlets Automotive Telecommunications Mobile Phone Ringtones Furniture/Home Improvement Food & Drink Recruitment Source: IMJ/Aworld.ie
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Number of websites
Consumer Business-to-Business
Source: Sales Online/IMJ
Total number of copies sold
2001 98 6 2002 102 6 2003 107 6 2004 125 2005 128 34 Consumer Business-to-business Source: AAER/CDR (Million)) 19 0.41
Households or population with internet access at home or work
Type % of the population Total
Source: Cawley Nea Ltd
2001 28 833,000
2002 2003 34 38 1,041,000 1,200,000
2004 41 1,300,000
2005 54 –
Magazine advertising restrictions
Tobacco Alcohol* Advertising to children Over-the-counter drugs *Beer, wines & spirits Restrictions Banned by law Restricted voluntarily Restricted by law Restricted by law
Total number of consumer magazine publishers (2005): 85 Total number of business magazine mailed annually: 40,000 Total number of business magazine publishers: 50 Tax (VAT) on magazine purchase: 13.5%
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