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Magazines - UK - June 2015

"With print circulation continuing its decline, magazine publishers are exploring ways of monetising their still powerful brands by diversifying their platform options. Alongside their centrepiece print and digital editions, publishers are focusing on the opportunities presented by apps, websites, e-commerce, events, data-gathering and advertising technology."
- Rebecca McGrath, Research Analyst

This report discusses the following key topics:

  • Leveraging the magazine brand 
  • Evolving digital magazines
  • Keeping content quality at the forefront

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

        • Mintel forecasts further 31% drop by 2020
          • Figure 1: Forecast volume of UK print magazines distributed, 2010-20
        • Print still dominates
          • Figure 2: Magazines read, April 2015
        • Almost a quarter wish for digital articles to be kept short
          • Figure 3: Attitudes towards digital magazines, April 2015
        • Less than a quarter are buying single editions
          • Figure 4: Digital magazine access, April 2015
        • There is a moral element to magazine purchase
          • Figure 5: Attitudes towards magazines, April 2015
      • Issues and Insights

        • Leveraging the magazine brand
          • The facts
            • The implications
              • Evolving digital magazines
                • The facts
                  • The implications
                    • Keeping content quality at the forefront
                      • The facts
                        • The implications
                        • The Market – What You Need to Know

                          • UK print circulation will continue to decline
                            • The Economist leads increase in digital circulation
                              • New marketing body introduced
                                • Women’s monthlies doing well
                                  • Women’s weeklies see big drops
                                    • Lads’ mags continue to decline
                                    • Market Drivers

                                      • Growth in mobile device ownership further pushes digital shift
                                        • Figure 6: Personal ownership of consumer technology products, June and November 2014
                                      • Affinity for print remains
                                        • Figure 7: Consumer book purchases, April 2014
                                      • Economist leads the way amongst digital editions
                                        • Figure 8: Top 10 digital magazines average UK circulation, six months to December, 2014
                                      • New marketing body introduced
                                      • Market Size and Forecast

                                        • Print circulation has fallen by 37% since 2010
                                          • Figure 9: Forecast volume of UK print magazines distributed, 2010-20
                                        • Mintel forecasts further 31% drop by 2020
                                          • Figure 10: Forecast volume of UK print magazines distributed, 2010-20
                                      • Segment Performance

                                        • Women’s magazines dominate market
                                          • Figure 11: Magazines’ average print circulation, by sector, 2014
                                          • Figure 12: Magazines’ average digital circulation, by sector, 2014
                                        • Lads’ mags continue to struggle but lifestyle holding on
                                          • Figure 13: Top 5 men’s magazines’ average circulation (print and digital), six months to December 2013-14
                                        • Women’s weeklies drop but lifestyles up
                                          • Figure 14: Top 5 women’s lifestyle and fashion magazines average circulation (print and digital), six months to December 2013-14
                                          • Figure 15: Top 5 women’s weekly magazines average circulation (print and digital), six months to December 2013-14
                                        • Buoyant current affairs market
                                          • Figure 16: Top 5 current affairs magazines’ average circulation (print and digital), six months to December 2013-14
                                      • Key Players – What You Need to Know

                                        • Fall in UK adspend
                                          • Grazia Magazine launches e-commerce site
                                            • Marie Claire partners with Ocado
                                              • The Economist launches film studio
                                                • New attempts to create ‘Netflix for magazines’
                                                  • Men’s Health has advantage due to fitness angle
                                                    • GQ has sophisticated image but may be too exclusive for some
                                                      • Good Housekeeping enjoys strong position built on trust
                                                        • Vogue’s exclusive brand image helps it stand out
                                                        • Launch Activity and Innovations

                                                          • Grazia magazine launches e-commerce site
                                                            • Marie Claire partners with Ocado
                                                              • The Economist launches film studio
                                                                • New attempts to create ‘Netflix for magazines’
                                                                • Brand Communication and Promotion

                                                                  • Advertising spend down in 2014
                                                                    • Figure 17: Top 20 magazine publishers, by UK advertising spend, 2011-14
                                                                  • TV still main advertising platform
                                                                    • Figure 18: Advertising spend by magazine publishers, by media type, 2011-14
                                                                • Brand Research – Men’s Magazines

                                                                  • Brand map
                                                                    • Figure 19: Attitudes towards and usage of selected men’s magazines brands, April 2015
                                                                  • Key brand metrics
                                                                    • Figure 20: Key metrics for selected men’s magazines brands, April 2015
                                                                  • Brand attitudes: GQ and FHM most likely to be seen as providing quality
                                                                    • Figure 21: Attitudes, by men’s magazine brand, April 2015
                                                                  • Brand personality: ShortList’s lack of cover price influences accessible image
                                                                    • Figure 22: Men’s magazines brand personality – Macro image, April 2015
                                                                  • Men’s Health is likely to inspire and create something to aspire to
                                                                    • Figure 23: Men’s magazines brand personality – Micro image, April 2015
                                                                  • Brand analysis
                                                                    • Men’s Health has advantage due to fitness angle
                                                                      • Figure 24: User profile of Men’s Health, April 2015
                                                                    • GQ has sophisticated image but may be too exclusive for some
                                                                      • Figure 25: User profile of GQ, April 2015
                                                                    • ShortList lacks penetration due to distribution model, but has credible brand image
                                                                      • Figure 26: User profile of ShortList, April 2015
                                                                    • FHM is seen as upbeat but also has stronger associations with being tacky or low-brow
                                                                      • Figure 27: User profile of FHM, April 2015
                                                                  • Brand Research – Women’s Magazines

                                                                    • Brand map
                                                                      • Figure 28: Attitudes towards and usage of selected women’s magazine brands, April 2015
                                                                    • Key brand metrics
                                                                      • Figure 29: Key metrics for selected women’s magazine brands, April 2015
                                                                    • Brand attitudes: Good Housekeeping’s level of trust stands out as strong advantage
                                                                      • Figure 30: Attitudes, by women’s magazine brand, April 2015
                                                                    • Brand personality – Vogue has a stronger image of exclusivity
                                                                      • Figure 31: Women’s magazines’ brand personality – Macro image, April 2015
                                                                    • Glamour is considered entertaining but is considered tacky by some
                                                                      • Figure 32: Women’s magazines’ brand personality – Micro image, April 2015
                                                                    • Brand analysis
                                                                      • Good Housekeeping enjoys strong position built on trust
                                                                        • Figure 33: User profile of Good Housekeeping, April 2015
                                                                      • Stylist’s limited distribution restricts usage but it has potential for growth
                                                                        • Figure 34: User profile of Stylist, April 2015
                                                                      • Glamour is considered fun and entertaining, but it also has some negative associations
                                                                        • Figure 35: User profile of Glamour, April 2015
                                                                      • Vogue’s exclusive brand image may impact on likelihood of recommendation
                                                                        • Figure 36: User profile of Vogue, April 2015
                                                                    • The Consumer – What You Need to Know

                                                                      • Print still dominates
                                                                        • Over half mostly read print magazines at home
                                                                          • Less than a fifth have a digital subscription
                                                                            • PCs/laptops are the main devices used for reading digital editions
                                                                              • Many want short and interactive digital content
                                                                                • People prefer print
                                                                                  • Many don’t want revealing pictures of women on men’s mags’ covers
                                                                                    • Magazine content needs a shake-up
                                                                                    • Magazines Read

                                                                                      • Print still dominates
                                                                                          • Figure 37: Magazines read, April 2015
                                                                                      • Print Magazine Behaviour

                                                                                        • Over half read print magazines at home
                                                                                          • Figure 38: Print magazine behaviour, April 2015
                                                                                        • Annoyance with print advertising shows opportunities for digital
                                                                                        • Print Purchasing

                                                                                          • Most readers purchase print magazines
                                                                                            • Figure 39: Print magazine purchase, April 2015
                                                                                          • Readers remain loyal to print titles
                                                                                            • Figure 40: Purchasing print magazine behaviour, April 2015
                                                                                          • Men and women have different purchasing habits
                                                                                            • Publishers need to be careful with price
                                                                                            • Devices Used

                                                                                              • Laptops and PCs still primary devices for digital magazines
                                                                                                  • Figure 41: Devices used to access digital magazines, April 2015
                                                                                              • Attitudes towards Digital Magazines

                                                                                                • Almost a quarter wish for digital articles to be kept short
                                                                                                  • Figure 42: Attitudes towards digital magazines, April 2015
                                                                                                • Over a fifth want more interactive content
                                                                                                  • Digital magazines can collect very valuable data
                                                                                                  • Access Methods

                                                                                                    • Less than a quarter are buying single editions
                                                                                                      • Figure 43: Digital magazine access, April 2015
                                                                                                    • And few have bought into the ‘Netflix’ model
                                                                                                    • Attitudes towards Magazines

                                                                                                      • People prefer print magazines
                                                                                                        • Figure 44: Attitudes towards magazines, April 2015
                                                                                                      • Moral element to magazine purchasing
                                                                                                        • Women more encouraged by celebrities
                                                                                                          • Brand more significant to younger people
                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                            • Data sources
                                                                                                              • Abbreviations
                                                                                                                • Market size
                                                                                                                  • Figure 45: Best and worst case forecast for the volume of UK print magazine circulation, 2015-20
                                                                                                                • Fan chart forecast
                                                                                                                  • Brand research
                                                                                                                    • Brand map

                                                                                                                    Companies Covered

                                                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                                                    Magazines - UK - June 2015

                                                                                                                    £1,995.00 (Excl.Tax)