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

Magazines - UK - December 2018

“The backlash against Now’s Stacey Solomon cover highlights a lower acceptance of ‘mean-spirited’ celebrity coverage from magazines, with social media providing an easy way for magazines to be called out. Magazines that cover celebrity news need to be aware of existing in a more socially conscious time and the benefit of having a more positive tone.”
– Rebecca McGrath, Senior Media Analyst

This report looks at the following areas:

  • Publishers must look beyond Facebook for video content
  • Popularity of magazine digital subscriptions set to rise

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. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The Market
            • Print magazine circulation to fall by 4% in 2018
              • Figure 1: Forecast volume of UK print magazine circulation, 2013-23
            • Women’s weekly magazines continue to struggle
              • Men’s Health falls 17%
                • Circulation gains seen for several news and current affairs titles
                  • News and current affairs titles have the highest number of digital subscribers
                    • Companies and Brands
                      • The Guardian launches new news magazine
                        • NME goes online-only and introduces radio stations
                          • Apple buys ‘Netflix for Magazines’
                            • Vanity Fair introduces online paywall
                              • The Consumer
                                • Despite print’s decline it remains the most popular format for all magazine genres
                                  • Figure 2: Magazine readership by genre and format, October 2018
                                • People are still mainly buying print magazines by single issue
                                  • Figure 3: Method of buying print magazines, October 2018
                                • Digital magazines are now most commonly acquired via a larger subscription service
                                  • Figure 4: Method of buying digital magazines, October 2018
                                • Facebook News Feed changes are worrying for publishers
                                  • Figure 5: Magazine social media page visits, October 2018
                                • Nearly half want more magazine videos
                                  • Figure 6: Interest in magazine digital features, October 2018
                                • Real-life stories are the most popular women’s magazine content
                                  • Figure 7: Interest in topics in women’s magazines, October 2018
                                • Negative celebrity cover stories risk turning people away
                                  • Figure 8: Behaviour when buying women’s/celebrity magazines, October 2018
                                • There are high levels of trust in news magazines
                                  • Figure 9: Attitudes towards news magazines, October 2018
                                • What we think
                                • Issues and Insights

                                  • Publishers must look beyond Facebook for video content
                                    • The facts
                                      • The implications
                                        • Popularity of magazine digital subscriptions set to rise
                                          • The facts
                                            • The implications
                                            • The Market – What You Need to Know

                                              • Print magazine circulation to fall by 4% in 2018
                                                • Circulation of top ten print paid-for magazines falls by 6%
                                                  • Free magazines hold steady
                                                    • Women’s weekly magazines continue to struggle
                                                      • Men’s Health falls 17%
                                                        • Print circulation gains seen for several news and current affairs titles
                                                          • News and current affairs titles have the highest number of digital subscribers
                                                          • Market Size and Forecast

                                                            • Print magazine circulation to fall by 4% in 2018
                                                              • Figure 10: Forecast volume of UK print magazine circulation, 2013-23
                                                              • Figure 11: Forecast volume of UK print magazine circulation, 2013-23
                                                            • Forecast methodology
                                                            • Market Segmentation

                                                              • Circulation of top ten print paid-for magazines falls by 6%
                                                                • Figure 12: Average circulation for top ten paid UK print magazines, six months to month end, 2016-18
                                                              • Free magazines hold steady
                                                                • Figure 13: Average circulation for top five free UK print magazines, six months to month end, 2016-18
                                                              • Women’s weekly magazines continue to struggle
                                                                • Figure 14: Average circulation top five women’s weekly print magazines, six months to month end, 2016-18
                                                              • Men’s Health falls 17%
                                                                • Figure 15: Average circulation top five men’s lifestyle print magazines, six months to month end, 2016-18
                                                              • The Economist grows print circulation by 10%
                                                                • Figure 16: Average circulation top five UK news and current affairs print magazines, six months to month end, 2016-18
                                                              • The Economist looks to further boost digital subscriptions
                                                                • Figure 17: Average circulation for top ten UK digital magazines, six months to month end, 2016-18
                                                                • Figure 18: Paid digital subscriptions, June 2018
                                                              • Hello!’s growth indicates being more positive is a better direction for women’s and celebrity magazines
                                                              • Companies and Brands – What You Need to Know

                                                                • The Guardian launches new news magazine
                                                                  • NME goes online-only and introduces radio stations
                                                                    • Apple buys ‘Netflix for Magazines’
                                                                      • Vanity Fair introduces online paywall
                                                                      • Launch Activity and Innovation

                                                                        • Guardian Weekly re-launches as news magazine
                                                                          • NME goes online-only and introduces radio stations
                                                                            • Apple buys ‘Netflix for magazines’
                                                                              • Vanity Fair introduces online paywall
                                                                              • Brand Research – Men’s Magazines

                                                                                  • Brand map
                                                                                    • Figure 19: Attitudes towards and usage of selected brands, November 2018
                                                                                  • Key brand metrics
                                                                                    • Figure 20: Key metrics for selected brands, November 2018
                                                                                  • Brand attitudes: Men’s Health inspires trust
                                                                                    • Figure 21: Attitudes, by brand, November 2018
                                                                                  • Brand personality: Esquire is considered boring
                                                                                    • Figure 22: Brand personality – Macro image, November 2018
                                                                                  • ShortList is thought to be the most entertaining
                                                                                    • Figure 23: Brand personality – Micro image, November 2018
                                                                                  • Brand analysis
                                                                                    • ShortList most likely to be recommended by its readers
                                                                                      • Figure 24: User profile of ShortList, November 2018
                                                                                    • Men’s Health is aspirational
                                                                                      • Figure 25: User profile of Men’s Health, November 2018
                                                                                    • GQ isn’t standing out
                                                                                      • Figure 26: User profile of GQ, November 2018
                                                                                    • Esquire has the most negative brand image
                                                                                      • Figure 27: User profile of Esquire, November 2018
                                                                                  • Brand Research – Women’s Magazines

                                                                                      • Brand map
                                                                                        • Figure 28: Attitudes towards and usage of selected brands, November 2018
                                                                                      • Key brand metrics
                                                                                        • Figure 29: Key metrics for selected brands, November 2018
                                                                                      • Brand attitudes: OK! is viewed as worth paying more for
                                                                                        • Figure 30: Attitudes, by brand, November 2018
                                                                                      • Brand personality: New! is not thought of as boring
                                                                                        • Figure 31: Brand personality – Macro image, November 2018
                                                                                      • Women think Hello! is biased
                                                                                        • Figure 32: Brand personality – Micro image, November 2018
                                                                                      • Brand analysis
                                                                                        • New! is behind in terms of awareness and readership
                                                                                          • Figure 33: User profile of New!, November 2018
                                                                                        • OK! is considered the most innovative
                                                                                          • Figure 34: User profile of OK!, November 2018
                                                                                        • Closer is viewed as fun but low-brow
                                                                                          • Figure 35: User profile of Closer, November 2018
                                                                                        • Hello! is thought to offer the most consistent quality
                                                                                          • Figure 36: User profile of Hello!, November 2018
                                                                                      • The Consumer – What You Need to Know

                                                                                        • Despite print’s decline it remains the most popular format for all magazine genres
                                                                                          • Digital magazines are now most commonly acquired via a larger subscription service
                                                                                            • Facebook is the most popular social network for magazine content
                                                                                              • Two in five are being redirected from social media
                                                                                                • Nearly half want more magazine videos
                                                                                                  • Negative celebrity cover stories risk turning people away
                                                                                                    • There are high levels of trust in news magazines
                                                                                                    • Magazine Readership by Genre and Format

                                                                                                      • Despite print’s decline it remains the most popular format for all magazine genres
                                                                                                        • Figure 37: Magazine readership by genre and format, October 2018
                                                                                                        • Figure 38: Magazine readership by any format (NET), October 2018
                                                                                                        • Figure 39: Readership of magazines by format, October 2018
                                                                                                      • Environmental concerns add another challenge for print magazines
                                                                                                      • Methods of Buying Magazines

                                                                                                        • People are still mainly buying print magazines by single issue
                                                                                                          • Improving the in-store purchasing experience
                                                                                                            • Figure 40: Method of buying print magazines, October 2018
                                                                                                          • More than one in three pays for online magazine content
                                                                                                            • Figure 41: Online magazine subscriptions, October 2018
                                                                                                          • Digital magazines are now most commonly acquired via a larger subscription service
                                                                                                            • Use of cross-sector subscriptions for magazines likely to rise if Apple introduces new subscription options
                                                                                                              • Figure 42: Method of buying digital magazines, October 2018
                                                                                                            • Younger people have a greater preference for multi-magazine subscriptions
                                                                                                              • More exclusive content could be a way to boost magazine subscription services
                                                                                                                • Figure 43: Magazine subscription preference, October 2018
                                                                                                                • Figure 44: Magazine subscription preference, by age, October 2018
                                                                                                            • Magazines and Social Media

                                                                                                              • Facebook News Feed changes are worrying for publishers
                                                                                                                • Publishers focusing more on YouTube and Twitter for video
                                                                                                                  • Figure 45: Magazine social media page visits, October 2018
                                                                                                                  • Figure 46: Magazine social media followers, October 2018
                                                                                                                  • Figure 47: Magazine social media followers, by age, October 2018
                                                                                                                • Snapchat and Instagram users are the most likely to be redirected from social media
                                                                                                                  • Figure 48: Use of magazine and social media, October 2018
                                                                                                              • Interest in Magazine Digital Features

                                                                                                                • Nearly half want more magazine videos
                                                                                                                  • One in four interested in VR content
                                                                                                                    • Figure 49: Interest in magazine digital features, October 2018
                                                                                                                • Women’s and Celebrity Magazines

                                                                                                                  • Real-life stories is the most popular women’s magazine content
                                                                                                                    • Figure 50: Interest in topics in women’s magazines, October 2018
                                                                                                                  • There is far greater interest in advice on fashion/make-up than diet
                                                                                                                    • Negative celebrity cover stories risk turning people away
                                                                                                                      • Figure 51: Behaviour when buying women’s/celebrity magazines, October 2018
                                                                                                                  • Attitudes towards News Magazines

                                                                                                                    • There are high levels of trust in news magazines
                                                                                                                      • Figure 52: Attitudes towards news magazines, October 2018
                                                                                                                    • Nearly three in four think news magazines have a political bias
                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                        • Abbreviations
                                                                                                                          • Consumer research methodology
                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                            • Market Forecast
                                                                                                                              • Figure 53: Forecast volume of UK print magazine circulation, 2013-23
                                                                                                                            • Forecast methodology

                                                                                                                            Magazines - UK - December 2018

                                                                                                                            US $2,552.20 (Excl.Tax)