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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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Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
            • Figure 1: Men’s lifestyle magazine titles, February 2010
          • Abbreviations
          • Future Opportunities

            • Creating a new USP
              • A one-stop fashion shop
                • Bridging the online gap
                  • What’s on the menu?
                  • Market in Brief

                    • Market falls by nearly a quarter in 2009
                        • Figure 2: UK retail sales of men’s magazines, by volume and value, 2001-09
                      • Lads’ mags facing an uncertain future…
                        • … but the men’s sector in increasing health
                          • Figure 3: Segmentation of men’s magazine market, by circulation, retail sales value and type of publication, 2008-09
                        • Monthlies dominate but men read across the market
                          • Figure 4: Combinations of types of men’s magazines read, December 2009
                        • IPC Media grabs market leadership by value
                          • Figure 5: Men’s magazine market shares, by value and circulation, by publisher, 2008
                        • A third of men read them and they read them in depth
                          • Is there scope for market expansion?
                            • Figure 6: Men’s magazine target groups, December 2009
                        • Internal Market Environment

                          • Key points
                            • Price pressures on publishers
                              • Figure 7: Annual percentage change* in the producer (output) and input price for newspaper and magazine publishers, Jan 2007-Oct 2009
                            • ‘Freemiumisation’
                              • Figure 8: Selected reader attitudes towards men’s magazines, December 2009
                            • Male buyers become more ‘feminine’ in attitude…
                              • Figure 9: Agreement with attitudinal statements, by gender, 2009
                            • … and more discerning…
                              • … but still fickle
                                • Advertising revenue a vital component
                                  • Online advertising
                                  • Broader Market Environment

                                    • Key points
                                      • Recession a double whammy
                                        • Figure 10: GDP, PDI, consumer expenditure and savings, at constant 2004 prices, 2004-14
                                        • Figure 11: Which of the following everyday items are men spending less money on, February 2009
                                      • But is the worst now over?
                                        • Figure 12: GDP quarterly % change, 2004-09
                                      • Aging population favours more upmarket titles
                                        • Figure 13: Trends in the age structure of the UK male population, 2004-14
                                      • Publishers heave a sigh of relief
                                      • Competitive Context

                                        • Key points
                                          • The battle for the leisure pound
                                            • Figure 14: Consumer expenditure on men’s magazines and other reading, 2003-08
                                            • Figure 15: Average net circulation/distribution per issue of consumer magazines, June 2008 and June 2009
                                          • The information battleground
                                            • The growth of online media
                                              • Figure 16: British internet penetration at home/work/place of study or elsewhere, by gender, age, socio-economic group, region and working status, Jan 2003-Jul 2009
                                          • Strengths and Weaknesses in the Market

                                              • Strengths
                                                • Weaknesses
                                                • Who’s Innovating?

                                                  • Key points
                                                    • Few new titles
                                                      • Men’s magazines go shopping
                                                        • iPhone apps
                                                          • Nuts taps into the gadget market
                                                            • Integrating print with digital media
                                                              • Natmag goes hard
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Market size data
                                                                    • Recession adds to long-term problems
                                                                      • Figure 17: UK retail sales of men’s magazines, by volume and value, 2004-14
                                                                      • Figure 18: The impact of the recession and free magazines on the purchasing of men’s magazines, December 2009
                                                                  • Segment Performance

                                                                    • Key points
                                                                      • Segmentation classification
                                                                        • Paid-for men’s magazines getting healthier
                                                                          • Figure 19: Segmentation of value retail sales of men’s magazines, by type of publication, 2008-09
                                                                        • But circulation going general
                                                                          • Figure 20: Segmentation of circulation of men’s magazine market, by type of publication, 2008-09
                                                                        • A shift towards quality
                                                                          • Figure 21: Segmentation of value retail sales of men’s magazine market, by frequency of publication, 2008-09
                                                                          • Figure 22: Segmentation of circulation of men’s magazine market, by frequency of publication, 2008-09
                                                                      • Market Share

                                                                        • Key points
                                                                          • IPC moves into the lead in value sales
                                                                            • Figure 23: UK retail sales of men’s magazines, by publisher, 2008-09
                                                                          • But ‘freemium’ publishers lead in circulation
                                                                            • Figure 24: UK circulation of men’s magazines, by publisher, 2008-09
                                                                          • Circulation trends
                                                                            • Figure 25: Average circulation for audited men’s magazines, by title and publisher, Jan-Jun 2009
                                                                            • Figure 26: Change in average circulation for audited men’s magazines, by title and publisher, 2008-09
                                                                        • Companies and Products

                                                                          • Key points
                                                                            • Paid-for publishers
                                                                              • IPC Media
                                                                                • Bauer Consumer Media
                                                                                  • Natmag Rodale/National Magazine Company
                                                                                    • Condé Nast
                                                                                      • Dennis Publishing
                                                                                        • Haymarket Consumer Media
                                                                                          • Bristol Magazines
                                                                                            • ‘Freemium’ publishers
                                                                                              • ShortList Media
                                                                                                • UTV Media
                                                                                                • Brand Elements

                                                                                                    • Key points
                                                                                                      • Brand map
                                                                                                          • Figure 27: Attitudes towards and readership of men’s magazine brands, December 2009
                                                                                                        • Brand qualities of men’s magazine brands
                                                                                                          • Lads’ mags less trusted, but tops for entertainment
                                                                                                            • Figure 28: Personalities of various men’s magazine brands, January 2010
                                                                                                          • Readership of men’s magazine brands
                                                                                                            • FHM most popular, ShortList a niche success
                                                                                                              • Figure 29: Consumer readership of various men’s magazine brands, January 2010
                                                                                                            • Brand consideration for men’s magazine brands
                                                                                                              • Lack of knowledge impacts on uptake
                                                                                                                • Figure 30: Consideration of various men’s magazine brands, January 2010
                                                                                                              • Brand satisfaction for men’s magazine brands
                                                                                                                • Men’s Health best read, but FHM close behind
                                                                                                                  • Figure 31: Satisfaction with various men’s magazine brands, January 2010
                                                                                                                • Brand commitment to men’s magazine brands
                                                                                                                  • Men’s Health and Attitude have strongest loyalty
                                                                                                                    • Figure 32: Commitment to various men’s magazine brands, January 2010
                                                                                                                  • Brand intentions for men’s magazine brands
                                                                                                                    • Esquire losing audience
                                                                                                                      • Figure 33: Future usage intentions for various men’s magazine brands, January 2010
                                                                                                                    • Brand recommendation for men’s magazine brands
                                                                                                                      • Lads’ titles play to their audience
                                                                                                                        • Figure 34: Recommendation of various men’s magazine brands, January 2010
                                                                                                                      • FHM
                                                                                                                        • What the consumer thinks
                                                                                                                          • Figure 35: Attitudes towards the FHM brand, January 2010
                                                                                                                        • ShortList
                                                                                                                          • What the consumer thinks
                                                                                                                            • Figure 36: Attitudes towards the ShortList brand, January 2010
                                                                                                                          • GQ
                                                                                                                            • What the consumer thinks
                                                                                                                              • Figure 37: Attitudes towards the GQ brand, January 2010
                                                                                                                            • Nuts
                                                                                                                              • What the consumer thinks
                                                                                                                                • Figure 38: Attitudes towards the Nuts brand, January 2010
                                                                                                                              • Men’s Health
                                                                                                                                • What the consumer thinks
                                                                                                                                  • Figure 39: Attitudes towards the Men’s Health brand, January 2010
                                                                                                                              • Channels to Market

                                                                                                                                • Key points
                                                                                                                                  • Trade structure
                                                                                                                                      • Figure 40: The distribution structure of the men’s magazine trade, 2009
                                                                                                                                    • New wholesaling arrangements
                                                                                                                                      • Direct route grows in importance
                                                                                                                                        • Figure 41: Attitudes towards subscriptions, December 2009
                                                                                                                                        • Figure 42: Average circulation of leading men’s magazine titles, by distribution method, Jan-Jun 2009
                                                                                                                                      • Supermarkets gain relative ground
                                                                                                                                        • Figure 43: Sales of men’s magazines, by distribution channel, 2004-08
                                                                                                                                      • Free distribution of growing importance
                                                                                                                                        • Figure 44: Circulation of mens magazines by broad distribution channel, 2007-09
                                                                                                                                    • Who Reads Men’s Magazines?

                                                                                                                                      • Key points
                                                                                                                                          • Figure 45: Types of magazines/newspapers read, December 2009
                                                                                                                                          • Figure 46: Men’s magazines readership, by age, socio-economic group and gross annual household income, December 2009
                                                                                                                                          • Figure 47: Type of magazine read, December 2009
                                                                                                                                        • … but multiple readership is common
                                                                                                                                          • Figure 48: Combinations of men’s magazine readership, December 2009
                                                                                                                                        • Young and wealthy lean towards multiple titles
                                                                                                                                          • Figure 49: Solus readership vs multiple readership, by age and gross annual household income, December 2009
                                                                                                                                          • Figure 50: Readership of one type of men’s magazines, by magazine type, December 2009
                                                                                                                                        • Free magazines widen the market
                                                                                                                                          • Figure 51: Profile of men’s magazine readers, by type, by age, socio-economic group and gross annual household income, December 2009
                                                                                                                                        • Educated readers plump for freebies
                                                                                                                                          • Figure 52: Profile of men’s magazine readers, by type, by level of education, December 2009
                                                                                                                                        • Reading all over
                                                                                                                                          • Figure 53: Where men’s magazines are read, by type of magazine reader, December 2009
                                                                                                                                        • The online challenge
                                                                                                                                          • Figure 54: Online vs printed readership among readers of men’s magazines, December 2010
                                                                                                                                          • Figure 55: Readership of men’s magazines, by media channel and type, December 2009
                                                                                                                                          • Figure 56: Net balance preference for reading magazines in printed form vs online only, December 2009
                                                                                                                                      • What Do They Want to Read About?

                                                                                                                                        • Key points
                                                                                                                                          • Sport remains the key area of interest
                                                                                                                                            • Figure 57: Content preferences for men’s magazines, December 2009
                                                                                                                                          • Non-readers turned off by “my body is a temple” approach?
                                                                                                                                            • Content target groups
                                                                                                                                              • Figure 58: Content target groups, December 2009
                                                                                                                                            • Distinctive market positions
                                                                                                                                              • Figure 59: Content preferences for men’s magazines, by type of magazine read, December 2009
                                                                                                                                              • Figure 60: Content target groups, by type of magazine read, December 2009
                                                                                                                                          • Attitudes Towards Men’s Magazines

                                                                                                                                            • Key points
                                                                                                                                              • Free access an important factor…
                                                                                                                                                • Figure 61: Attitudes towards men’s magazines, December 2009
                                                                                                                                              • … but quality paid-for printed content still sought after
                                                                                                                                                • Attitudinal target groups
                                                                                                                                                  • Figure 62: Attitudinal target groups, December 2009
                                                                                                                                                  • Figure 63: Attitudinal target groups, by type of magazines read, December 2009
                                                                                                                                                • Free titles and free internet offer opportunities
                                                                                                                                                  • Figure 64: Attitudinal target groups, by magazine readership, December 2009
                                                                                                                                                • Future expansion possibilities
                                                                                                                                                  • Figure 65: Future growth potential for men’s magazines, December 2009
                                                                                                                                                • Get the content right
                                                                                                                                                  • Figure 66: Content preferences for future targets, December 2009
                                                                                                                                                • Reaching the targets
                                                                                                                                                  • Figure 67: Proportion of men classed as future targets, by age, socio-economic group and household income, December 2009
                                                                                                                                              • Appendix – Who Reads Men’s Magazines?

                                                                                                                                                  • Figure 68: Types of magazines/newspapers/books read in print by demographics, December 2009
                                                                                                                                                  • Figure 69: Types of magazines/newspapers/books read online, by demographics, December 2009
                                                                                                                                                  • Figure 70: Most popular types of magazines/newspapers/books read in print or online, by demographics, December 2009
                                                                                                                                                  • Figure 71: Next most popular types of magazines/newspapers/books read in print or online by demographics, December 2009
                                                                                                                                                  • Figure 72: Combinations of men’s magazine readership, by demographics, December 2009
                                                                                                                                                  • Figure 73: Online vs printed readership among readers of men’s magazines, by demographics, December 2009
                                                                                                                                                  • Figure 74: Locations/occasions for reading magazines, December 2009
                                                                                                                                                  • Figure 75: Locations/occasions for reading magazines in print, by demographics, December 2009
                                                                                                                                                  • Figure 76: Locations/occasions for reading magazines online, by demographics, December 2009
                                                                                                                                              • Appendix – What Do They Want to Read About?

                                                                                                                                                  • Figure 77: Most popular content preferences for men’s magazines by demographics, December 2009
                                                                                                                                                  • Figure 78: Next most popular content preferences for men’s magazines, by demographics, December 2009
                                                                                                                                                  • Figure 79: Other content preferences for men’s magazines, by demographics, December 2009
                                                                                                                                              • Appendix – Attitudes Towards Men’s Magazines

                                                                                                                                                  • Figure 80: Most popular attitudes towards men's magazines, by demographics, December 2009
                                                                                                                                                  • Figure 81: Next most popular attitudes towards men's magazines, by demographics, December 2009
                                                                                                                                                  • Figure 82: Other attitudes towards men's magazines by demographics, December 2009
                                                                                                                                                  • Figure 83: Content preferences for men’s magazines, by content target groups, December 2009
                                                                                                                                                  • Figure 84: Attitudes towards men’s magazines, by attitudinal target groups, December 2009
                                                                                                                                                  • Figure 85: Targets for men’s magazine expansion, by demographic sub-group, December 2009

                                                                                                                                              Companies Covered

                                                                                                                                              • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                              • Asda Group Ltd
                                                                                                                                              • Audit Bureau of Circulations
                                                                                                                                              • Bauer Consumer Media
                                                                                                                                              • British Airways Plc
                                                                                                                                              • British Broadcasting Corporation (BBC)
                                                                                                                                              • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                              • Co-operative Group
                                                                                                                                              • Competition Commission
                                                                                                                                              • Condé Nast Publications Inc.
                                                                                                                                              • Dennis Publishing Ltd
                                                                                                                                              • Eurostar UK Ltd
                                                                                                                                              • Evening Standard
                                                                                                                                              • FHM Magazine
                                                                                                                                              • French Connection (Retail)
                                                                                                                                              • Future Publishing Ltd
                                                                                                                                              • Good Housekeeping
                                                                                                                                              • Government Actuary's Department (GAD)
                                                                                                                                              • H Bauer Publishing Ltd
                                                                                                                                              • Haymarket Group (The)
                                                                                                                                              • Holland & Barrett Retail Ltd
                                                                                                                                              • HomeChoice
                                                                                                                                              • IPC Media Ltd.
                                                                                                                                              • J. Sainsbury
                                                                                                                                              • Lidl (UK)
                                                                                                                                              • Marks & Spencer
                                                                                                                                              • National Magazine Company Ltd
                                                                                                                                              • Office of Fair Trading
                                                                                                                                              • Ralph Lauren Ltd
                                                                                                                                              • Research in Motion Uk Ltd.
                                                                                                                                              • Royal Bank of Scotland Group plc
                                                                                                                                              • Shortlist Media
                                                                                                                                              • T-Mobile (UK) Ltd
                                                                                                                                              • talkSPORT
                                                                                                                                              • Tesco Plc
                                                                                                                                              • Virgin Media Ltd
                                                                                                                                              • Vodafone Group Plc (UK)
                                                                                                                                              • Waitrose
                                                                                                                                              • Wm Morrison Supermarkets

                                                                                                                                              Men's Magazines - UK - February 2010

                                                                                                                                              US $2,648.76 (Excl.Tax)