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Magazines - UK - September 2011

This report covers the full spectrum of consumer magazines including women’s weekly and monthly titles, celebrity magazines, men’s lifestyle magazines, TV listings titles, news & current affairs magazines, sport, leisure, hobbies and entertainment titles and children’s and teens' comics and magazines. Both paid-for and free titles are included, as are customer publishing titles such as supermarket magazines.

Mintel's market size figures are estimates of circulation based on a combination of published data (eg ABC), trade research and consumer research.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: UK magazine market volume, 2006-16
            • Market factors
              • Companies, brands and innovation
                • The consumer
                  • Figure 2: Types of magazine read by consumers, July 2011
                  • Figure 3: Magazine reading habits, July 2011
                  • Figure 4: Attitudes towards magazines, July 2011
                • What we think
                • Issues in the Market

                    • What is the place of print in the magazine industry over the coming years?
                      • Can magazine apps justify the initial excitement and expectations?
                        • What is the outlook for women’s magazines?
                          • What is the outlook for men’s magazines?
                            • What are the prospects for children’s and teenage comics and magazines?
                            • Future Opportunities

                                • Trend: Alpha Mothers
                                  • Trend: Many Mes
                                  • Internal Market Environment

                                    • Key points
                                      • Declining titles
                                        • Figure 5: Number of UK consumer magazine titles, 1989-2010
                                      • Magazines still popular
                                        • Figure 6: Number of magazines read or looked at in the last month, 2006-10
                                      • Fall in newsagent purchase
                                        • Figure 7: Newspaper and magazine buying, 2007-10
                                      • Male and female attitudes towards style, health and fitness
                                        • Figure 8: Agreement with attitudinal statements, by gender, 2010
                                      • Adspend remains depressed
                                        • Figure 9: UK consumer magazines advertising spend, 2006-12
                                        • Figure 10: Opinions on media and advertising, 2010
                                      • Revenue mix: print versus digital
                                        • Live events potential
                                          • Device take-up
                                            • Figure 11: Electronic devices/services have at home, April 2009-April 2011
                                          • The distributed web
                                            • Tablet penetration
                                              • iPad fever
                                                • iPad-only mags
                                                  • Apple Newsstand
                                                    • Android and other tablets
                                                    • Broader Market Environment

                                                      • Key points
                                                        • Household budget squeeze
                                                          • Figure 13: UK consumer confidence index, January 2008-August 2011
                                                        • Over-55s growth
                                                          • Figure 14: Trends in the age structure of the UK population, 2006-16
                                                        • AB population growth
                                                          • Figure 15: Forecast adult population trends, by socio-economic group, 2006-16
                                                        • Age division
                                                          • Figure 16: Broadband penetration, by demographics, 2004-10
                                                      • Competitive Context

                                                        • Key points
                                                          • Magazines versus newspapers
                                                              • Figure 17: Frequency of reading colour supplements, 2010*
                                                            • Wider leisure context
                                                              • Figure 18: Trends in participation in leisure activities, 2006-10
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • Brand promotion
                                                                • Magbooks and collectibles
                                                                  • Joined-up thinking
                                                                    • Slow journalism
                                                                      • New tablet designs
                                                                        • Apps for old and young
                                                                          • Reverse trend
                                                                            • Body beautiful
                                                                            • Market Size and Forecast

                                                                              • Key points
                                                                                • Magazine volume drops 14% since 2006
                                                                                  • Figure 19: Estimated volume of UK magazines distributed, 2006-11
                                                                                • Forecast
                                                                                  • Figure 20: UK magazine market volume, 2006-16
                                                                                • Forecast methodology
                                                                                • Segment Performance

                                                                                  • Key points
                                                                                    • Women’s and home accounts for half of magazines
                                                                                      • Figure 21: Estimated volume of UK magazines distributed and percentage share, by type of magazine, 2010
                                                                                      • Figure 22: Estimated volume of UK magazines distributed, by type of magazine, 2006-10
                                                                                    • Women’s weeklies/celebrity titles
                                                                                      • Women’s monthlies
                                                                                        • Men’s magazines
                                                                                          • TV listings magazines
                                                                                            • News and current affairs
                                                                                              • Children’s and teens' magazines
                                                                                                • Pre-school
                                                                                                  • Primary/pre-teen
                                                                                                    • Teen mags
                                                                                                      • Sport, leisure, hobbies and entertainment and other
                                                                                                      • Market Share

                                                                                                        • Key points
                                                                                                          • Free titles dominate top 20
                                                                                                            • Figure 23: Top 20 UK magazines, by total average net distribution, July-December 2010
                                                                                                        • Companies and Products

                                                                                                          • Bauer Media Group
                                                                                                            • BBC Worldwide
                                                                                                              • Condé Nast
                                                                                                                • Figure 24: Condé Nast: circulation figures, July-December 2010
                                                                                                              • DC Thomson
                                                                                                                • Figure 25: DC Thomson: circulation figures for lead titles, July-December 2010
                                                                                                              • Dennis Publishing
                                                                                                                • Egmont
                                                                                                                    • Figure 26: Egmont: circulation figures for lead titles, July-December 2010
                                                                                                                  • Hachette Filipacchi
                                                                                                                    • Haymarket Consumer Media
                                                                                                                        • Figure 27: Haymarket Consumer Media: circulation figures, July-December 2010
                                                                                                                      • IPC Media
                                                                                                                        • National Magazine Company
                                                                                                                          • Northern & Shell
                                                                                                                            • Figure 28: Northern & Shell: circulation figures, July-December 2010
                                                                                                                          • Panini
                                                                                                                              • Figure 29: Panini UK: circulation figures, July-December 2010
                                                                                                                            • ShortList Media
                                                                                                                                • Figure 30: ShortList Media: circulation figures, July-December 2010
                                                                                                                              • Titan Publishing Group
                                                                                                                                  • Figure 31: Titan Publishing Group: circulation figures, July-December 2010
                                                                                                                              • Brand Research – Men’s Magazines

                                                                                                                                • Brand map
                                                                                                                                    • Figure 32: Attitudes towards and usage of men’s magazine brands, July 2011
                                                                                                                                  • Brand attitudes
                                                                                                                                    • Figure 33: Attitudes, by men’s magazines brand, July 2011
                                                                                                                                  • Brand personality
                                                                                                                                    • Figure 34: Men’s magazine brand personality – macro image, July 2011
                                                                                                                                    • Figure 35: Men’s magazine brand personality – micro image, July 2011
                                                                                                                                  • Correspondence analysis
                                                                                                                                    • Brand experience
                                                                                                                                      • Figure 36: Men’s magazine brand usage, July 2011
                                                                                                                                      • Figure 37: Satisfaction with various men’s magazine brands, July 2011
                                                                                                                                      • Figure 38: Consideration of men’s magazine brands, July 2011
                                                                                                                                      • Figure 39: Consumer perceptions of current men’s magazine brand performance, July 2011
                                                                                                                                      • Figure 40: Men’s magazine brand recommendation – Net Promoter Score, July 2011
                                                                                                                                    • Brand index
                                                                                                                                      • Figure 41: Men’s magazine brand index, July 2011
                                                                                                                                      • Figure 42: Men’s magazine brand index vs. recommendation, July 2011
                                                                                                                                    • Target group analysis
                                                                                                                                      • Figure 43: Target groups, July 2011
                                                                                                                                      • Figure 44: Men’s magazine brand usage, by target groups, July 2011
                                                                                                                                    • Group One – The Conformists
                                                                                                                                      • Group Two – Simply the Best
                                                                                                                                        • Group Three – Shelf Stalkers
                                                                                                                                          • Group Four – Habitual Shoppers
                                                                                                                                            • Group Five – The Individualists
                                                                                                                                            • Brand Research – Women’s Magazines

                                                                                                                                              • Brand map
                                                                                                                                                  • Figure 45: Attitudes towards and usage of women’s magazine brands, July 2011
                                                                                                                                                • Brand personality
                                                                                                                                                  • Figure 46: Women’s magazine brand personality – macro image, July 2011
                                                                                                                                                  • Figure 47: Women’s magazine brand personality – micro image, July 2011
                                                                                                                                                • Correspondence analysis
                                                                                                                                                  • Brand experience
                                                                                                                                                    • Figure 48: Women’s magazine brand usage, July 2011
                                                                                                                                                    • Figure 49: Satisfaction with various women’s magazine brands, July 2011
                                                                                                                                                    • Figure 50: Consideration of women’s magazine brands, July 2011
                                                                                                                                                    • Figure 51: Consumer perceptions of current women’s magazine brand performance, July 2011
                                                                                                                                                    • Figure 52: Women’s magazine brand recommendation – Net Promoter Score, July 2011
                                                                                                                                                  • Brand index
                                                                                                                                                    • Figure 53: Women’s magazine brand index, July 2011
                                                                                                                                                    • Figure 54: Women’s magazine brand index vs. recommendation, July 2011
                                                                                                                                                  • Target group analysis
                                                                                                                                                    • Figure 55: Target groups, July 2011
                                                                                                                                                    • Figure 56: Women’s magazine brand usage, by target groups, July 2011
                                                                                                                                                  • Group One – The Conformists
                                                                                                                                                    • Group Two – Simply the Best
                                                                                                                                                      • Group Three – Shelf Stalkers
                                                                                                                                                        • Group Four – Habitual Shoppers
                                                                                                                                                          • Group Five – The Individualists
                                                                                                                                                          • Magazine Consumption

                                                                                                                                                            • Key points
                                                                                                                                                                • Figure 57: Types of magazine read by consumers, July 2011
                                                                                                                                                              • Seven in ten adults read magazines
                                                                                                                                                                • Six in ten women read women’s magazines
                                                                                                                                                                  • Three in ten men read men’s magazines
                                                                                                                                                                    • ABs/students read news and current affairs titles
                                                                                                                                                                    • Magazine Content Preferences

                                                                                                                                                                      • Key points
                                                                                                                                                                          • Figure 58: Preferred types of magazine content, July 2011
                                                                                                                                                                        • Make ‘em laugh
                                                                                                                                                                          • Travel content for ABC1 empty nesters
                                                                                                                                                                            • Women’s weekly staples
                                                                                                                                                                              • Age of beauty
                                                                                                                                                                                • Celeb gossip still appeals to under-35s
                                                                                                                                                                                • Magazine Reading Habits

                                                                                                                                                                                  • Key points
                                                                                                                                                                                      • Figure 59: Magazine reading habits, July 2011
                                                                                                                                                                                    • Four in ten spend less since recession
                                                                                                                                                                                      • Women and men read differently
                                                                                                                                                                                        • Subscriber potential
                                                                                                                                                                                          • Brand loyal readers
                                                                                                                                                                                            • Acting on impulse
                                                                                                                                                                                            • Attitudes towards Magazines

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                  • Figure 60: Attitudes towards magazines, July 2011
                                                                                                                                                                                                • Seeking substance
                                                                                                                                                                                                  • ‘Me time’ mags
                                                                                                                                                                                                    • Too much trivia
                                                                                                                                                                                                      • Free gift hunters
                                                                                                                                                                                                        • Lack of diversity
                                                                                                                                                                                                        • Attitudes towards Digital Magazines

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                              • Figure 61: Attitudes towards online/electronic magazines, July 2011
                                                                                                                                                                                                            • Print still preferred...
                                                                                                                                                                                                              • ...but a third now go online
                                                                                                                                                                                                                • Digital optimism
                                                                                                                                                                                                                • Children’s and Teens’ Reading Habits

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                      • Figure 62: Types of magazines/other material read – 7-12s, July 2011
                                                                                                                                                                                                                    • A fifth of 11-12s read comics every month
                                                                                                                                                                                                                        • Figure 63: Types of magazines/other material read – 13-19s, July 2011
                                                                                                                                                                                                                      • Girls just as likely to read women’s magazines as teen titles
                                                                                                                                                                                                                        • Quarter of teenage boys read men’s mags
                                                                                                                                                                                                                            • Figure 64: Children’s and teens’ attitudes towards comics and magazines, by age, July 2011
                                                                                                                                                                                                                          • Half of girls aged 13-19 get fashion tips from magazines
                                                                                                                                                                                                                          • Targeting Opportunities

                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                              • Target groups
                                                                                                                                                                                                                                • Figure 65: Magazines target groups, July 2011
                                                                                                                                                                                                                              • Mad About Mags
                                                                                                                                                                                                                                • Demographic profile
                                                                                                                                                                                                                                  • Marketing message
                                                                                                                                                                                                                                    • Moan About Mags
                                                                                                                                                                                                                                      • Demographic profile
                                                                                                                                                                                                                                        • Marketing message
                                                                                                                                                                                                                                          • Fans Of Free
                                                                                                                                                                                                                                            • Demographic profile
                                                                                                                                                                                                                                              • Marketing message
                                                                                                                                                                                                                                              • Appendix – Internal Market Environment

                                                                                                                                                                                                                                                  • Figure 66: Number of magazines read or looked at in the last month, by demographics, 2010
                                                                                                                                                                                                                                              • Appendix – Brand Research – Men’s Magazines

                                                                                                                                                                                                                                                  • Figure 67: Brand usage, July 2011
                                                                                                                                                                                                                                                  • Figure 68: Brand commitment, July 2011
                                                                                                                                                                                                                                                  • Figure 69: Brand momentum, July 2011
                                                                                                                                                                                                                                                  • Figure 70: Brand diversity, July 2011
                                                                                                                                                                                                                                                  • Figure 71: Brand satisfaction, July 2011
                                                                                                                                                                                                                                                  • Figure 72: Brand recommendation, July 2011
                                                                                                                                                                                                                                                  • Figure 73: Brand attitude, July 2011
                                                                                                                                                                                                                                                  • Figure 74: Brand image – macro image, July 2011
                                                                                                                                                                                                                                                  • Figure 75: Brand image – micro image, July 2011
                                                                                                                                                                                                                                                  • Figure 76: Profile of target groups, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 77: Psychographic segmentation, by target groups, July 2011
                                                                                                                                                                                                                                                  • Figure 78: Brand usage, by target groups, July 2011
                                                                                                                                                                                                                                                • Brand index
                                                                                                                                                                                                                                                  • Figure 79: Brand index, July 2011
                                                                                                                                                                                                                                              • Appendix – Brand Research – Women’s Magazines

                                                                                                                                                                                                                                                  • Figure 80: Brand usage, July 2011
                                                                                                                                                                                                                                                  • Figure 81: Brand commitment, July 2011
                                                                                                                                                                                                                                                  • Figure 82: Brand momentum, July 2011
                                                                                                                                                                                                                                                  • Figure 83: Brand diversity, July 2011
                                                                                                                                                                                                                                                  • Figure 84: Brand satisfaction, July 2011
                                                                                                                                                                                                                                                  • Figure 85: Brand recommendation, July 2011
                                                                                                                                                                                                                                                  • Figure 86: Brand image – macro image, July 2011
                                                                                                                                                                                                                                                  • Figure 87: Brand image – micro image, July 2011
                                                                                                                                                                                                                                                  • Figure 88: Profile of target groups, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 89: Psychographic segmentation, by target groups, July 2011
                                                                                                                                                                                                                                                  • Figure 90: Brand usage, by target groups, July 2011
                                                                                                                                                                                                                                                • Brand index
                                                                                                                                                                                                                                                  • Figure 91: Brand index, July 2011
                                                                                                                                                                                                                                              • Appendix – Magazine Consumption

                                                                                                                                                                                                                                                  • Figure 92: Any magazines read by consumers, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 93: Any men's magazines read by consumers, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 94: Any women's magazines read by consumers, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 95: Men’s monthly lifestyle magazines read by consumers, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 96: Men’s weekly lifestyle magazines read by consumers, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 97: Women’s weekly magazines read by consumers, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 98: Women’s glossy/style/fashion/beauty monthly magazines read by consumers, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 99: Women’s general-interest magazines read by consumers, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 100: Celebrity magazines read by consumers, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 101: Free magazines read by consumers, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 102: Interest-specific magazines read by consumers, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 103: News and current affairs magazines read by consumers, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 104: Other general-interest magazines read by consumers, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 105: Paid-for newspapers read by consumers, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 106: Free newspapers read by consumers, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 107: Books read by consumers, by demographics, July 2011
                                                                                                                                                                                                                                              • Appendix – Magazine Content Preferences

                                                                                                                                                                                                                                                  • Figure 108: Most popular preferred types of magazine content, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 109: Next most popular preferred types of magazine content, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 110: Other preferred types of magazine content, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 111: Least popular preferred types of magazine content, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 112: Preferred types of magazine content, by any magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 113: Preferred types of magazine content, by any men's magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 114: Preferred types of magazine content, by any women's magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 115: Preferred types of magazine content, by men’s monthly lifestyle magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 116: Preferred types of magazine content, by men’s weekly lifestyle magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 117: Preferred types of magazine content, by women’s weekly magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 118: Preferred types of magazine content, by women’s glossy/style/fashion/beauty monthly magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 119: Preferred types of magazine content, by women’s general-interest magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 120: Preferred types of magazine content, by celebrity magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 121: Preferred types of magazine content, by free magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 122: Preferred types of magazine content, by interest-specific magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 123: Preferred types of magazine content, by news and current affairs magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 124: Preferred types of magazine content, by other general-interest magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 125: Preferred types of magazine content, by paid-for newspapers read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 126: Preferred types of magazine content, by free newspapers read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 127: Preferred types of magazine content, by books read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 128: Preferred types of magazine content, by most popular preferred types of magazine content, July 2011
                                                                                                                                                                                                                                                  • Figure 129: Preferred types of magazine content, by next most popular preferred types of magazine content, July 2011
                                                                                                                                                                                                                                                  • Figure 130: Preferred types of magazine content, by other preferred types of magazine content, July 2011
                                                                                                                                                                                                                                                  • Figure 131: Preferred types of magazine content, by least popular preferred types of magazine content, July 2011
                                                                                                                                                                                                                                              • Appendix – Magazine Reading Habits

                                                                                                                                                                                                                                                  • Figure 132: Most popular magazine reading habits, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 133: Next most popular magazine reading habits, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 134: Magazine reading habits, by any magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 135: Magazine reading habits, by any men's magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 136: Magazine reading habits, by any women's magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 137: Magazine reading habits, by men’s monthly lifestyle magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 138: Magazine reading habits, by men’s weekly lifestyle magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 139: Magazine reading habits, by women’s weekly magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 140: Magazine reading habits, by women’s glossy/style/fashion/beauty monthly magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 141: Magazine reading habits, by women’s general-interest magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 142: Magazine reading habits, by celebrity magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 143: Magazine reading habits, by free magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 144: Magazine reading habits, by interest-specific magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 145: Magazine reading habits, by news and current affairs magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 146: Magazine reading habits, by other general-interest magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 147: Magazine reading habits, by paid-for newspapers read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 148: Magazine reading habits, by free newspapers read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 149: Magazine reading habits, by books read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 150: Magazine reading habits, by most popular preferred types of magazine content, July 2011
                                                                                                                                                                                                                                                  • Figure 151: Magazine reading habits, by next most popular preferred types of magazine content, July 2011
                                                                                                                                                                                                                                                  • Figure 152: Magazine reading habits, by other preferred types of magazine content, July 2011
                                                                                                                                                                                                                                                  • Figure 153: Magazine reading habits, by least popular preferred types of magazine content, July 2011
                                                                                                                                                                                                                                              • Appendix – Attitudes towards Magazines

                                                                                                                                                                                                                                                  • Figure 154: Agreement with the statements ‘Magazines are good value for money’ and ‘There’s so much content in newspaper supplements I don’t need to buy magazines’, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 155: Agreement with the statements ‘I’m more likely to buy a magazine if it includes freebies’ and ‘Free magazines are just as good as ones you pay for’, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 156: Agreement with the statements ‘The amount of advertising in free magazines puts me off reading them’ and ‘Magazines don’t represent social diversity’, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 157: Agreement with the statements ‘Magazines are great for really in-depth coverage of a subject, hobby/interest etc’ and ‘There’s too much trivia in magazines, not enough real content’, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 158: Agreement with the statements ‘I like reading magazines because they give me time to myself’ and ‘I’d rather read a book than a magazine’, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 159: Attitudes towards magazines, by any magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 160: Attitudes towards magazines, by any men's magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 161: Attitudes towards magazines, by any women's magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 162: Attitudes towards magazines, by men’s monthly lifestyle magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 163: Attitudes towards magazines, by men’s weekly lifestyle magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 164: Attitudes towards magazines, by women’s weekly magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 165: Attitudes towards magazines, by women’s glossy/style/fashion/beauty monthly magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 166: Attitudes towards magazines, by women’s general-interest magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 167: Attitudes towards magazines, by celebrity magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 168: Attitudes towards magazines, by free magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 169: Attitudes towards magazines, by interest-specific magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 170: Attitudes towards magazines, by news and current affairs magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 171: Attitudes towards magazines, by other general-interest magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 172: Attitudes towards magazines, by paid-for newspapers read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 173: Attitudes towards magazines, by free newspapers read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 174: Attitudes towards magazines, by books read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 175: Attitudes towards magazines, by most popular preferred types of magazine content, July 2011
                                                                                                                                                                                                                                                  • Figure 176: Attitudes towards magazines, by next most popular preferred types of magazine content, July 2011
                                                                                                                                                                                                                                                  • Figure 177: Attitudes towards magazines, by other preferred types of magazine content, July 2011
                                                                                                                                                                                                                                                  • Figure 178: Attitudes towards magazines, by least popular preferred types of magazine content, July 2011
                                                                                                                                                                                                                                                  • Figure 179: Attitudes towards magazines, by most popular magazine reading habits, July 2011
                                                                                                                                                                                                                                                  • Figure 180: Attitudes towards magazines, by next most popular magazine reading habits, July 2011
                                                                                                                                                                                                                                              • Appendix – Attitudes towards Digital Magazines

                                                                                                                                                                                                                                                  • Figure 181: Agreement with the statements ‘I prefer to read a printed copy of a magazine to reading online/electronically’ and ‘I’m less likely to buy magazines now because of the amount of free content online’, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 182: Agreement with the statements ‘I’d pay to use an online magazine site in order to get exclusive content not available elsewhere’ and ‘I’d buy a print subscription to a magazine if it included free access to exclusive online content not available elsewhere’, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 183: Agreement with the statements ‘I’d pay for a good magazine app for my iPad, smartphone or other mobile/tablet device’ and ‘I like the idea of more ‘interactive’ magazines – Ability to comment on articles, contact the author, talk to other readers etc’, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 184: Agreement with the statements ‘I like the idea of multimedia magazines – Combining words, images, video, sound’ and ‘I’d be willing to pay for an online magazine tailored specifically to my personal needs/interests’, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 185: Attitudes towards online/electronic magazines, by any magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 186: Attitudes towards online/electronic magazines, by any men's magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 187: Attitudes towards online/electronic magazines, by any women's magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 188: Attitudes towards online/electronic magazines, by men’s monthly lifestyle magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 189: Attitudes towards online/electronic magazines, by men’s weekly lifestyle magazines’ read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 190: Attitudes towards online/electronic magazines, by women’s weekly magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 191: Attitudes towards online/electronic magazines, by women’s glossy/style/fashion/beauty monthly magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 192: Attitudes towards online/electronic magazines, by women’s general-interest magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 193: Attitudes towards online/electronic magazines, by celebrity magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 194: Attitudes towards online/electronic magazines, by free magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 195: Attitudes towards online/electronic magazines, by interest-specific magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 196: Attitudes towards online/electronic magazines, by news and current affairs magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 197: Attitudes towards online/electronic magazines, by other general-interest magazines read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 198: Attitudes towards online/electronic magazines, by paid-for newspapers read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 199: Attitudes towards online/electronic magazines, by free newspapers read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 200: Attitudes towards online/electronic magazines, by books read by consumers, July 2011
                                                                                                                                                                                                                                                  • Figure 201: Attitudes towards online/electronic magazines, by most popular preferred types of magazine content, July 2011
                                                                                                                                                                                                                                                  • Figure 202: Attitudes towards online/electronic magazines, by next most popular preferred types of magazine content, July 2011
                                                                                                                                                                                                                                                  • Figure 203: Attitudes towards online/electronic magazines, by other preferred types of magazine content, July 2011
                                                                                                                                                                                                                                                  • Figure 204: Attitudes towards online/electronic magazines, by least popular preferred types of magazine content, July 2011
                                                                                                                                                                                                                                                  • Figure 205: Attitudes towards online/electronic magazines, by most popular magazine reading habits, July 2011
                                                                                                                                                                                                                                                  • Figure 206: Attitudes towards online/electronic magazines, by next most popular magazine reading habits, July 2011
                                                                                                                                                                                                                                                  • Figure 207: Attitudes towards online/electronic magazines, by agreement with the statements ‘Magazines are good value for money’ and ‘There’s so much content in newspaper supplements I don’t need to buy magazines’, July 2011
                                                                                                                                                                                                                                                  • Figure 208: Attitudes towards online/electronic magazines, by agreement with the statements ‘I’m more likely to buy a magazine if it includes freebies’ and ‘Free magazines are just as good as ones you pay for’, July 2011
                                                                                                                                                                                                                                                  • Figure 209: Attitudes towards online/electronic magazines, by agreement with the statements ‘The amount of advertising in free magazines puts me off reading them’ and ‘Magazines don’t represent social diversity’, July 2011
                                                                                                                                                                                                                                                  • Figure 210: Attitudes towards online/electronic magazines, by agreement with the statements ‘Magazines are great for really in-depth coverage of a subject, hobby/interest etc’ and ‘There’s too much trivia in magazines, not enough real content’, July 2011
                                                                                                                                                                                                                                                  • Figure 211: Attitudes towards online/electronic magazines, by agreement with the statements ‘I like reading magazines because they give me time to myself’ and ‘I’d rather read a book than a magazine’, July 2011
                                                                                                                                                                                                                                              • Appendix - Children’s and Teens’ Reading Habits

                                                                                                                                                                                                                                                  • Figure 212: Magazines and other material read, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 213: Further magazines and other material read, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 214: Further magazines and other material read, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 215: Magazines and other material read, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 216: Futher magazines and other material read, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 217: further magazines and other material read, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 218: Attitudes towards comics and magazines, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 219: Attitudes towards comics and magazines, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 220: Further attitudes towards comics and magazines, by demographics, July 2011
                                                                                                                                                                                                                                              • Appendix – Targeting Opportunities

                                                                                                                                                                                                                                                  • Figure 221: Target groups, by demographics, July 2011
                                                                                                                                                                                                                                                  • Figure 222: Types of magazine read by consumers, by target groups, July 2011
                                                                                                                                                                                                                                                  • Figure 223: Preferred types of magazine content, by target groups, July 2011
                                                                                                                                                                                                                                                  • Figure 224: Magazine reading habits, by target groups, July 2011
                                                                                                                                                                                                                                                  • Figure 225: Attitudes towards magazines, by target groups, July 2011
                                                                                                                                                                                                                                                  • Figure 226: Attitudes towards online/electronic magazines, by target groups, July 2011

                                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                                              • Bauer Consumer Media
                                                                                                                                                                                                                                              • British Broadcasting Corporation (BBC)
                                                                                                                                                                                                                                              • Classic FM plc
                                                                                                                                                                                                                                              • Condé Nast Publications Inc.
                                                                                                                                                                                                                                              • Daily Express
                                                                                                                                                                                                                                              • Dandy (The)
                                                                                                                                                                                                                                              • DC Thomson & Co Ltd
                                                                                                                                                                                                                                              • Dennis Publishing Ltd
                                                                                                                                                                                                                                              • Egmont International Holding A/S
                                                                                                                                                                                                                                              • FHM Magazine
                                                                                                                                                                                                                                              • Grazia
                                                                                                                                                                                                                                              • Hachette Filipacchi UK
                                                                                                                                                                                                                                              • Hasbro UK Ltd
                                                                                                                                                                                                                                              • Haymarket Group (The)
                                                                                                                                                                                                                                              • Hearst Magazines
                                                                                                                                                                                                                                              • IPC Media Ltd.
                                                                                                                                                                                                                                              • Marvel Entertainment
                                                                                                                                                                                                                                              • National Magazine Company Ltd
                                                                                                                                                                                                                                              • Nickelodeon Networks
                                                                                                                                                                                                                                              • NME
                                                                                                                                                                                                                                              • Panini UK Ltd
                                                                                                                                                                                                                                              • Shortlist Media
                                                                                                                                                                                                                                              • Titan Publishing Group Ltd
                                                                                                                                                                                                                                              • Twentieth Century Fox Home Entertainment Inc.

                                                                                                                                                                                                                                              Magazines - UK - September 2011

                                                                                                                                                                                                                                              £1,995.00 (Excl.Tax)