Men's Magazines - UK - February 2010
- Consumer spending on men’s magazines fell by 6% in 2008, and again by 23% in 2009 to an estimated total value of just under £75 million. The recession has compounded a trend of declining market values since 2006.
- Circulation rose strongly between 2006 and 2008 because of the introduction of major new ‘freemium’ publications – ShortList in late 2007 and Sport in late 2006. In 2009 the impact of these launches was over and circulation plunged by 14% to 65.2 million copies.
- It’s increasingly difficult to get younger men – the key lads’ mags buyers – to purchase magazines in an environment where free information and content is available on the web or via their smart phones. Over a third of men’s magazine readers say they’re less likely to buy men’s magazines now because of the amount of content available online.
- In 2009, two paid-for titles, Arena (ceased publication) and Maxim (now online only), were no longer published in printed format and Sport also stopped publishing for two months following a change of ownership.
- Over half of male readers read more than one type of men’s magazine, while almost a quarter reading a combination of monthlies, weeklies and free magazines.
- Although 26% of readers claim that they have stopped buying or spend less on men’s magazines because of the recession, subscription sales have held up better than single-copy sales, with consumers’ recognising the benefit of long-term cost savings. There is potential for further growth in this area, with 11% of men saying they’d consider buying a magazine subscription to save money.
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