Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Women's Magazines - UK - December 2010

The 2010 half-year ABC results revealed a relatively stable women’s magazine market in the UK. The hugely fragmented and crowded market is just about supporting the plethora of titles in operation. The year 2009 was an extremely tough one but publishers are faced with renewed optimism having experienced some return of advertising volumes, an improved performance for many brands with some star performers and a strong future in a digital world which is still evolving.

  • Following a fraught 2009, there are signs that the UK women’s magazine market is stabilising. Mintel estimates 530 million copies of women's magazines will be sold in 2010, creating revenues of around £691 million.
  • Since the latter half of 2008, when the magazine industry really began to feel the effects of the advertising cuts, a new era of frequent cover-price discounts, magazine bundles and giveaways has taken over – and this mentality will be difficult to shift even as conditions improve in the coming year.
  • Circulation has grown in the women’s weekly market. Fashion weeklies such as Look, Grazia and More! have proved resilient while real-life and celebrity weeklies have struggled apart from lower-priced and heavily promoted titles.
  • It seems inevitable that readers will become increasingly aware of the vast amount of free content available online, particularly since the most prolific magazine readers are young (16-24) and also regular internet users. However, for now at least, the proliferation of online magazines has had relatively little impact on women’s purchasing behaviour; around one in 16 women are buying celebrity weeklies and glossy magazines less often as a result.
  • Celebrity weeklies and glossies are considered good ‘skimming’ material. However, one in three glossy readers will read their magazine in detail, particularly the fashion- and beauty-conscious, and the same goes for general-interest magazines.
  • Women who read them cover to cover are most likely to pass them onto friends etc to read when they are confident they have exhausted all the reading material.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
          • Figure 1: Women’s magazine titles, as at June 2010
        • Market size estimates
          • Please note
            • Excluded from market estimates
              • Abbreviations
              • Future Opportunities

                  • Trend: Slow It All Down
                    • Trend: Empowered Seniors
                    • Market in Brief

                      • Cautious signs of a recovery
                        • Consumers still in recession mindset
                          • Bargains driving volume sales
                            • Women still favour their magazines in hard copy
                              • 2011 heralds the beginning of a period of change
                              • Internal Market Environment

                                • Key points
                                  • Advertising feels the pinch and passes it on
                                    • Signs of optimism
                                      • Print isn’t dead, it’s just adapting
                                        • Accessing current affairs online becomes second nature
                                          • Figure 2: Repertoire of different types of media accessed regularly for news, April 2010
                                        • “Media-owners need to be platform-agnostic”
                                          • Digital results to become a key yardstick
                                            • Figure 3: Unique visitors in October 2010
                                          • The future is digital and more niche-relevant content is required
                                            • ABC versus NRS
                                                • Figure 4: Comparison of NRS readership vs ABC circulation, 2010
                                              • Preoccupation with style and appearance remains constant
                                                • Figure 5: Trends in female attitudes towards looks, 2006-10
                                              • Consumer as expert
                                                • Figure 6: Fashion and beauty experts – women, by age group, July 2010
                                            • Broader Market Environment

                                              • Key points
                                                • Economic impact
                                                  • Figure 7: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
                                                • Demographic outlook
                                                  • Figure 8: Selected demographic trends in the UK, 2005-15
                                                • Access to technology
                                                • Competitive Context

                                                  • Key points
                                                    • Eating and dieting – growth areas for women’s specialist magazines
                                                      • Figure 9: ABC market sectors – women’s interest, according to percentage change in circulation, June 2009-10
                                                    • Retailers put their magazines to work
                                                      • Figure 10: Selected audited customer titles and their circulation (January-June), 2006-10
                                                    • Tesco grows its presence in the magazine market
                                                      • Sainsbury’s refreshes and relaunches its customer magazines
                                                      • Strengths and Weaknesses in the Market

                                                          • Strengths
                                                            • Fresh optimism for the future
                                                              • Apps provide new opportunities for growth
                                                                • Consumers spoilt for choice in a crowded and competitive arena
                                                                  • Promotional offers helped magazines survive the recession
                                                                    • Free magazines provide much-needed stimulus to the market
                                                                      • Weaknesses
                                                                        • Fact: print is in decline
                                                                          • Few closures but also few new magazine launches
                                                                            • Consumers are more price-sensitive than ever
                                                                              • Lack of brand loyalty
                                                                                • Online poses its own challenges
                                                                                • Who’s Innovating?

                                                                                  • Key points
                                                                                    • Digital represents exciting new platforms for women’s mags
                                                                                      • The women’s online lifestyle arena becomes increasingly competitive
                                                                                        • Google enters the online fashion arena
                                                                                          • iVillage gets a new look
                                                                                            • Exploring new revenue channels
                                                                                              • Augmented reality creates a point of difference
                                                                                                • Collectible covers
                                                                                                  • A risqué partnership from Cosmo
                                                                                                  • Market Value and Forecast

                                                                                                    • Key points
                                                                                                      • A flat recovery but at a (cover) price
                                                                                                        • Figure 11: UK retail sales of women’s magazines, by volume and value (current prices), 2005-10
                                                                                                      • A new emphasis on ‘value’
                                                                                                        • Market forecasts
                                                                                                          • Figure 12: Forecast of volume sales of women’s magazines, 2005-15
                                                                                                          • Figure 13: Forecast of value sales (current prices) of women’s magazines, 2005-15
                                                                                                        • Forecast methodology
                                                                                                        • Segment Performance

                                                                                                          • Key points
                                                                                                            • Lifestyle and fashion monthlies discover their resilience in 2010
                                                                                                              • Figure 14: Volume sales of women’s magazines, 2005-10
                                                                                                            • Poor performance for ‘real-life’ weekly magazines
                                                                                                              • Figure 15: UK retail sales of women’s weeklies, by value and volume, 2005-10
                                                                                                              • Figure 16: Circulation trends in real-life magazines, January-June 2009-10*
                                                                                                            • Celebrities put up a fight
                                                                                                              • Figure 17: Circulation trends in celebrity magazines, January-June 2009-10*
                                                                                                            • Monthlies show recovery, but stable at best
                                                                                                              • Figure 18: UK sales of women’s monthlies, 2005-10
                                                                                                          • Market Share

                                                                                                            • Key points
                                                                                                                • Figure 19: Total market share for women’s magazines*, by publisher, 2009 and 2010
                                                                                                              • Circulation movements within the sector
                                                                                                                • Figure 20: Circulation changes year on year, January-June 2009-10*
                                                                                                              • At last some new blood
                                                                                                                • Marketing initiatives
                                                                                                                • Companies and Brands

                                                                                                                  • Key points
                                                                                                                    • Bauer Media Group
                                                                                                                      • Company background
                                                                                                                        • Average circulation of women’s titles
                                                                                                                          • Figure 21: Circulation trends for Bauer (H Bauer and Bauer Media), January-June 2006-10
                                                                                                                        • Innovation
                                                                                                                          • Condé Nast
                                                                                                                            • Company background
                                                                                                                              • Average circulation of women’s titles
                                                                                                                                • Figure 22: Circulation trends for Condé Nast, January-June 2006-10
                                                                                                                              • Innovation
                                                                                                                                • Hachette Filipacchi
                                                                                                                                  • Company background
                                                                                                                                    • Average circulation of women’s titles
                                                                                                                                      • Figure 23: Circulation trends Hachette Filipacchi, January-June 2006-10
                                                                                                                                    • Innovation
                                                                                                                                      • Hubert Burda or Hubert Media UK
                                                                                                                                        • Company background
                                                                                                                                          • Average circulation of women’s titles
                                                                                                                                            • Figure 24: Circulation trends for Hubert Burda, January-June 2006-10
                                                                                                                                          • Innovation
                                                                                                                                            • IPC Media
                                                                                                                                              • Company background
                                                                                                                                                • Average circulation of women’s titles
                                                                                                                                                  • Figure 25: Circulation trends for IPC Media, January-June 2006-10
                                                                                                                                                • Innovation
                                                                                                                                                  • National Magazines
                                                                                                                                                    • Average circulation of women’s titles
                                                                                                                                                      • Figure 26: Circulation trends for National Magazines, January-June 2006-10
                                                                                                                                                    • Innovation
                                                                                                                                                      • Northern & Shell
                                                                                                                                                        • Company background
                                                                                                                                                          • Average circulation of women’s titles
                                                                                                                                                            • Figure 27: Circulation trends for Northern & Shell, January-June 2006-10
                                                                                                                                                          • Innovation
                                                                                                                                                            • Performance and innovation from other key players
                                                                                                                                                              • Average circulation of selected women’s titles
                                                                                                                                                                • Figure 28: Circulation trends for Stylist, Hello!, DC Thompson and The Lady, January-June 2006-10
                                                                                                                                                              • A royal opportunity
                                                                                                                                                                • ShortList Media
                                                                                                                                                                • Brand Elements

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Brand map
                                                                                                                                                                          • Figure 29: Attitudes towards and readership of various women’s magazine brands, September 2010
                                                                                                                                                                        • Brand qualities of women’s magazine brands
                                                                                                                                                                          • Reality and celebrity most entertaining
                                                                                                                                                                            • Figure 30: Personalities of various women’s magazine brands, September 2010
                                                                                                                                                                          • Experience of women’s magazine brands
                                                                                                                                                                            • Celebrity and society most widely read
                                                                                                                                                                              • Figure 31: Consumer readership of various women’s magazine brands, September 2010
                                                                                                                                                                            • Brand consideration for women’s magazine brands
                                                                                                                                                                              • Mature lifestyle titles appeal most widely
                                                                                                                                                                                • Figure 32: Consideration of various women’s magazine brands, September 2010
                                                                                                                                                                              • Brand satisfaction for women’s magazine brands
                                                                                                                                                                                • Monthly magazines most satisfactory
                                                                                                                                                                                  • Figure 33: Satisfaction with various women’s magazine brands, September 2010
                                                                                                                                                                                • Brand commitment to women’s magazine brands
                                                                                                                                                                                  • Take a Break has highest commitment
                                                                                                                                                                                    • Figure 34: Commitment to various women’s magazine brands, September 2010
                                                                                                                                                                                  • Brand intentions for women’s magazine brands
                                                                                                                                                                                    • Heat has highest retention
                                                                                                                                                                                      • Figure 35: Future readership intentions for various women’s magazine brands, September 2010
                                                                                                                                                                                    • Brand recommendation for women’s magazine brands
                                                                                                                                                                                      • Glossies lead on word of mouth
                                                                                                                                                                                        • Figure 36: Recommendation of various women’s magazine brands, September 2010
                                                                                                                                                                                      • Good Housekeeping
                                                                                                                                                                                        • What the consumer thinks
                                                                                                                                                                                          • Figure 37: Attitudes towards the Good Housekeeping brand, September 2010
                                                                                                                                                                                        • Personality
                                                                                                                                                                                          • Strengths
                                                                                                                                                                                            • Room for improvement
                                                                                                                                                                                              • Take a Break
                                                                                                                                                                                                • What the consumer thinks
                                                                                                                                                                                                  • Figure 38: Attitudes towards the Take a Break brand, September 2010
                                                                                                                                                                                                • Personality
                                                                                                                                                                                                  • Strengths
                                                                                                                                                                                                    • Room for improvement
                                                                                                                                                                                                      • Hello!
                                                                                                                                                                                                        • What the consumer thinks
                                                                                                                                                                                                          • Figure 39: Attitudes towards the Hello! brand, September 2010
                                                                                                                                                                                                        • Personality
                                                                                                                                                                                                          • Strengths
                                                                                                                                                                                                            • Room for improvement
                                                                                                                                                                                                              • Cosmopolitan
                                                                                                                                                                                                                • What the consumer thinks
                                                                                                                                                                                                                  • Figure 40: Attitudes towards the Cosmopolitan brand, September 2010
                                                                                                                                                                                                                • Personality
                                                                                                                                                                                                                  • Strengths
                                                                                                                                                                                                                    • Room for improvement
                                                                                                                                                                                                                      • Vogue
                                                                                                                                                                                                                        • What the consumer thinks
                                                                                                                                                                                                                          • Figure 41: Attitudes towards the Vogue brand, September 2010
                                                                                                                                                                                                                        • Personality
                                                                                                                                                                                                                          • Strengths
                                                                                                                                                                                                                            • Room for improvement
                                                                                                                                                                                                                            • Women’s Choice of Reading Material

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • Choice of publication
                                                                                                                                                                                                                                  • Figure 42: Types of publication read regularly, September 2010
                                                                                                                                                                                                                                • Magazine preference
                                                                                                                                                                                                                                  • Figure 43: Types of women’s magazine read regularly, online and in print, September 2010
                                                                                                                                                                                                                                  • Figure 44: Types of women’s magazines read regularly, by age group, according to % point +/-average, September 2010
                                                                                                                                                                                                                                • Loyalty to one type of magazine
                                                                                                                                                                                                                                  • Figure 45: Repertoire of types of women’s magazines read regularly (in print), September 2010
                                                                                                                                                                                                                              • Topics of Interest

                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                    • Figure 46: Types of content interested in reading in women's magazines, September 2010
                                                                                                                                                                                                                                  • Food has mainstream appeal
                                                                                                                                                                                                                                    • Socio-economic background affects choices
                                                                                                                                                                                                                                        • Figure 47: Types of content interested in reading in women's magazines, by socio-economic group and age, according to % point +/- average, September 2010
                                                                                                                                                                                                                                      • Recipe for success – readers’ expectations of content
                                                                                                                                                                                                                                        • Figure 48: Types of content interested in reading in women's magazines, by most popular types of magazine regularly read, ranked in descending order according to above-average response, September 2010
                                                                                                                                                                                                                                    • How Women Interact with Magazines

                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                          • Figure 49: Attitudes towards women's magazines, September 2010
                                                                                                                                                                                                                                        • ‘Skimming’ magazines is a regular habit
                                                                                                                                                                                                                                          • Promotional tactics
                                                                                                                                                                                                                                          • Targeting Opportunities

                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                              • Figure 50: Target groups relating to women's magazines, September 2010
                                                                                                                                                                                                                                            • Chick-Lit
                                                                                                                                                                                                                                              • Who are they?
                                                                                                                                                                                                                                                • Understanding Chick-Lit
                                                                                                                                                                                                                                                  • Targeting Chick-Lit
                                                                                                                                                                                                                                                    • Weekly Skimmers
                                                                                                                                                                                                                                                      • Who are they?
                                                                                                                                                                                                                                                        • Understanding Weekly Skimmers
                                                                                                                                                                                                                                                          • Targeting Weekly Skimmers
                                                                                                                                                                                                                                                            • Bookworms
                                                                                                                                                                                                                                                              • Who are they?
                                                                                                                                                                                                                                                                • Understanding Bookworms
                                                                                                                                                                                                                                                                  • Targeting Bookworms
                                                                                                                                                                                                                                                                    • Reluctant Readers
                                                                                                                                                                                                                                                                      • Who are they?
                                                                                                                                                                                                                                                                        • Understanding Reluctant Readers
                                                                                                                                                                                                                                                                          • Targeting Reluctant Readers
                                                                                                                                                                                                                                                                          • Appendix – Broader Market Environment

                                                                                                                                                                                                                                                                              • Figure 51: Penetration of digital and mobile communications, April 2010
                                                                                                                                                                                                                                                                              • Figure 52: Trends in the age structure of the UK population, by gender, 2005-15
                                                                                                                                                                                                                                                                              • Figure 53: Forecast adult population trends, by socio-economic group, 2005-15
                                                                                                                                                                                                                                                                              • Figure 54: Forecast adult population trends, by lifestage, 2005-15
                                                                                                                                                                                                                                                                          • Appendix – Segment Performance

                                                                                                                                                                                                                                                                              • Figure 55: UK sales of women’s magazines, by type, 2005-09
                                                                                                                                                                                                                                                                          • Appendix – Women’s Choice of Reading Material

                                                                                                                                                                                                                                                                              • Figure 56: Types of publication read regularly, September 2010
                                                                                                                                                                                                                                                                              • Figure 57: Most popular types of publication read regularly, by demographics, September 2010
                                                                                                                                                                                                                                                                              • Figure 58: Next most popular types of publication read regularly, by demographics, September 2010
                                                                                                                                                                                                                                                                              • Figure 59: Repertoire of types of publication read regularly, by demographics, September 2010
                                                                                                                                                                                                                                                                              • Figure 60: Types of publication read regularly, by most popular types of publication read regularly, September 2010
                                                                                                                                                                                                                                                                              • Figure 61: Types of publication read regularly, by next most popular types of publication read regularly, September 2010
                                                                                                                                                                                                                                                                              • Figure 62: Repertoire of types of publication read regularly, September 2010
                                                                                                                                                                                                                                                                              • Figure 63: Types of publication read regularly, by repertoire of types of publication read regularly, September 2010
                                                                                                                                                                                                                                                                              • Figure 64: Types of content interested in reading in women's magazines, by repertoire of types of publication read regularly, September 2010
                                                                                                                                                                                                                                                                              • Figure 65: Attitudes towards women's magazines, by repertoire of types of publication read regularly, September 2010
                                                                                                                                                                                                                                                                          • Appendix – Topics of Interest

                                                                                                                                                                                                                                                                              • Figure 66: Most popular types of content interested in reading in women’s magazines, by demographics, September 2010
                                                                                                                                                                                                                                                                              • Figure 67: Next most popular types of content interested in reading in women’s magazines, by demographics, September 2010
                                                                                                                                                                                                                                                                              • Figure 68: Other types of content interested in reading in women’s magazines, by demographics, September 2010
                                                                                                                                                                                                                                                                              • Figure 69: Types of content interested in reading in women's magazines, by most popular types of publication read regularly, September 2010
                                                                                                                                                                                                                                                                              • Figure 70: Types of content interested in reading in women's magazines, by next most popular types of publication read regularly, September 2010
                                                                                                                                                                                                                                                                              • Figure 71: Types of content interested in reading in women's magazines, by most popular types of content interested in reading in women's magazines, September 2010
                                                                                                                                                                                                                                                                              • Figure 72: Types of content interested in reading in women's magazines, by next most popular types of content interested in reading in women’s magazines, September 2010
                                                                                                                                                                                                                                                                              • Figure 73: Types of content interested in reading in women's magazines, by other types of content interested in reading in women's magazines, September 2010
                                                                                                                                                                                                                                                                          • Appendix – How Women Interact with Magazines

                                                                                                                                                                                                                                                                              • Figure 74: Most popular attitudes towards women’s magazines, by demographics, September 2010
                                                                                                                                                                                                                                                                              • Figure 75: Next most popular attitudes towards women’s magazines, by demographics, September 2010
                                                                                                                                                                                                                                                                              • Figure 76: Attitudes towards women's magazines, by most popular types of publication read regularly, September 2010
                                                                                                                                                                                                                                                                              • Figure 77: Attitudes towards women's magazines, by next most popular types of publication read regularly, September 2010
                                                                                                                                                                                                                                                                              • Figure 78: Types of content interested in reading in women's magazines, by most popular attitudes towards women's magazines, September 2010
                                                                                                                                                                                                                                                                              • Figure 79: Types of content interested in reading in women's magazines, by next most popular attitudes towards women's magazines, September 2010
                                                                                                                                                                                                                                                                              • Figure 80: Attitudes towards women's magazines, by most popular attitudes towards women's magazines, September 2010
                                                                                                                                                                                                                                                                              • Figure 81: Attitudes towards women's magazines, by next most popular attitudes towards women's magazines, September 2010
                                                                                                                                                                                                                                                                          • Appendix – Targeting Opportunities

                                                                                                                                                                                                                                                                              • Figure 82: Target groups, by demographics, September 2010
                                                                                                                                                                                                                                                                              • Figure 83: Attitudes towards women's magazines, by target groups, September 2010
                                                                                                                                                                                                                                                                              • Figure 84: Types of publication read regularly, by target groups, September 2010
                                                                                                                                                                                                                                                                              • Figure 85: Types of content interested in reading in women's magazines, by target groups, September 2010
                                                                                                                                                                                                                                                                              • Figure 86: Repertoire of types of publication read regularly, by target groups, September 2010

                                                                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                                                                          • Ann Summers Ltd
                                                                                                                                                                                                                                                                          • ASOS (UK retail sales)
                                                                                                                                                                                                                                                                          • Audit Bureau of Circulations
                                                                                                                                                                                                                                                                          • Bauer Consumer Media
                                                                                                                                                                                                                                                                          • British Broadcasting Corporation (BBC)
                                                                                                                                                                                                                                                                          • Condé Nast Publications Inc.
                                                                                                                                                                                                                                                                          • Cosmopolitan
                                                                                                                                                                                                                                                                          • Empire Magazine
                                                                                                                                                                                                                                                                          • Estée Lauder Companies Inc. (The)
                                                                                                                                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                                                                                                                                          • French Connection (Retail)
                                                                                                                                                                                                                                                                          • Good Housekeeping
                                                                                                                                                                                                                                                                          • Government Actuary's Department (GAD)
                                                                                                                                                                                                                                                                          • Grazia
                                                                                                                                                                                                                                                                          • H Bauer Publishing Ltd
                                                                                                                                                                                                                                                                          • Hachette Filipacchi UK
                                                                                                                                                                                                                                                                          • Hearst Magazines
                                                                                                                                                                                                                                                                          • Heat Magazine
                                                                                                                                                                                                                                                                          • Hubert Burda Media
                                                                                                                                                                                                                                                                          • IPC Media Ltd.
                                                                                                                                                                                                                                                                          • J. Sainsbury
                                                                                                                                                                                                                                                                          • Kantar Media
                                                                                                                                                                                                                                                                          • Manolo Blahnik USA, Ltd.
                                                                                                                                                                                                                                                                          • Miss Selfridge
                                                                                                                                                                                                                                                                          • National Magazine Company Ltd
                                                                                                                                                                                                                                                                          • Northern & Shell plc
                                                                                                                                                                                                                                                                          • ZenithOptimedia UK

                                                                                                                                                                                                                                                                          Women's Magazines - UK - December 2010

                                                                                                                                                                                                                                                                          US $2,478.79 (Excl.Tax)