2022
9
UK Magazines Market Report 2022
2022-12-08T03:07:14+00:00
OX1100599
2195
158293
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Report
en_GB
“The cost-of-living crisis presents a new challenge for magazine publishers as people look to limit non-essential spending. With magazines considered by many to be a ‘nice to have’ item, effectively…

UK Magazines Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Magazines Market Report examines consumers’ behaviours and attitudes towards print and digital magazines, interest in AR innovation and the impact of the cost of living crisis on the magazine publishing market. This report covers the UK magazine publishing market size, market forecast, market segmentation and magazine industry trends.

 

Magazine Publishing Market Current Landscape

The cost-of-living crisis will be very tricky for the magazine publishing market to navigate given magazines will likely be considered by many to be a luxury, non-essential item. As of September 2022, the cost of living crisis led 32% of magazine readers to cancel a magazine subscription. Tailored discounts and deals will be an important way to retain subscribers and bring in new ones to the magazine publishing market.

 

Magazine Publishing Market Size and Magazine Industry Trends

Perhaps the greatest threat to the magazine publishing magazines is the existential question over what exactly a magazine is anymore given the decline of the print format. While magazine publishers have almost limitless exciting avenues to explore, from NFTs to hospitality, maintaining a cohesive brand identity will become increasingly difficult.

Without clear branding with foundations in written content the purpose and definition of a magazine risk losing meaning and value.

  • UK magazine market size: Mintel forecasts that there were 700 million print magazines in circulation in 2022.
  • 27% of magazine readers think digital magazines should add more AR features.
  • 53% of Brits who have read print magazines bought a single issue.
  • 64% of consumers purchases their single issue print magazine from a supermarket.

 

Future Magazine Industry Trends

In the longer-term, technology and more specifically, the metaverse will help sustain the future of the magazine publishing market. Mintel’s consumer research shows that there is interest in incorporating more virtual or augmented reality features into magazines – 47% of 16-34-year-olds think that digital magazines should include more AR or VR features. This level of interest among young digital readers indicates that investment in VR/AR, and likely other virtual content, is worth pursuing.

To discover more about the UK Magazines Market Report 2022, read our UK Books and E-Books Market Report 2022, or take a look at our Media, Books and Stationary Market Research Reports.

 

Quickly Understand

  • Explores the magazine publishing market size and forecast for print magazine circulation.
  • The impact of the cost-of-living crisis on the magazine publishing market.
  • Key launches from magazines and publishers.
  • Genre, format and number of magazines read.
  • Consumer magazine purchasing habits and reasons for reading magazines.
  • Magazine reading behaviour and interest in innovations, such as AR.

 

Covered in this Report

Brands: ELLE, GQ, Vogue, Deliveroo, WHSmith, M&S, TV Choice, Radion Times, Take a Break, Slimming World, Saga Magazine, BBC Gardeners’ world, Private Eye, BBC Good Food, Take a Break Monthly, Yours, Good Housekeeping, Woman & Home, What’s on TV, The National Trust Magazine, Nature’s Home, Waitrose & Partners Health, The Garden, My VIP, Tesco Magazine, Time Out, Stylist, ES Magazine, The Economist, The Spectator, The Week Junior, The Beano, Pokemon, CBeebies Special, Andy’s Amazing Adventures, Peppa Pig Bag-o-Fun, Take a Break, That’s Life, The People’s Friend, Woman’s Weekly, Hello!, BBC Good Food, Cosmopolitan, Women’s Health.

 

Expert Analysis from a Specialist in the Media Sector

This report, written by Rebecca McGrath, a leading analyst in the media sector, delivers in-depth commentary and analysis to highlight current trends in the UK magazine publishing market and add expert context to the numbers.

The cost-of-living crisis presents a new challenge for magazine publishers as people look to limit non-essential spending. With magazines considered by many to be a ‘nice to have’ item, effectively tailored and targeted discounts will be crucial to retain and attract budget-conscious subscribers”.

Rebecca McGrath
Associate Director for Media and Technology

 

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for magazines
    • Now
    • Next
    • Future
    • The market
    • Cost-of-living crisis will help accelerate print circulation declines
      • Figure 1: Market forecast for UK print magazine circulation, 2017-27
    • Consumer spending power will be curbed
    • Companies and brands
    • Condé Nast partners with TikTok to create exclusive content
    • Hearst UK looks to the future with investment in virtual features
    • Hotels and hospitality could be a major new avenue to explore
    • Magazine adspend recovers following COVID-19 but cost-of-living crisis presents new challenges
    • The consumer
    • Digital versions are more popular than print in multiple genres
      • Figure 2: Magazine readership, by genre and format, 2022
    • New delivery partnerships could lead to more spontaneous print purchases from home
      • Figure 3: Print magazine purchasing, 2021 and 2022
    • Cost-of-living crisis is impacting digital purchasing
      • Figure 4: Digital magazine purchasing, 2021 and 2022
      • Figure 5: Magazine website/app purchasing, 2021 and 2022
    • Supermarkets are the primary way people buy print issues
      • Figure 6: Location purchase print magazine, 2022
    • Number of people reading more than one magazine highlights potential of multi-magazine subscriptions
      • Figure 7: Number of magazine titles read, 2022
    • Specific stories attract digital magazine readers, while print readers are looking to pass the time
      • Figure 8: Reasons for reading magazines, 2022
    • Familiarity with QR codes provides new possibilities for magazines
      • Figure 9: Magazine behaviour, 2022
    • Even greater focus on subscriber retention needed to combat those leaving due to cost-of-living crisis
      • Figure 10: Magazine subscriptions, 2022
    • Checkout-free purchasing in transport hubs can help boost print magazine purchasing
      • Figure 11: Print magazine in-store shopping, 2022
  3. Issues and Insights

    • Focus on personalised prices and recommendations to overcome cost-of-living concerns
    • Use delivery partnerships to drive spontaneous home purchases of print magazines
    • Immersive reality technology presents new areas for magazines to explore
  4. Market Size and Performance

    • The five-year outlook for magazines
    • Now
    • Next
    • Future
    • Print circulation drops again in 2022 as pre-pandemic trends resume
      • Figure 12: UK print magazine circulation, 2017-22
  5. Market Forecast

    • Cost-of-living crisis will help accelerate print circulation declines
      • Figure 13: Market forecast for UK print magazine circulation, 2017-27
    • Learnings from the last income squeeze
    • Forecast methodology
  6. Market Segmentation

    • Print circulation declines far more modest as market recovers
      • Figure 14: Average UK/RoI print circulation for top paid magazines, 2019-21
      • Figure 15: Average UK/RoI print circulation for top paid magazines, 2018-21
    • Mixed bag for free titles
      • Figure 16: Average UK/RoI print circulation for top free magazines, 2018-21
      • Figure 17: Average UK/RoI print circulation for top free magazines, 2019-21
    • Digital successes limit circulation of print news magazines
      • Figure 18: Average UK/RoI print circulation for top news magazines, 2018-21
      • Figure 19: Average UK/RoI print circulation of The Spectator, 2019-21
    • Children’s magazines prove a success story for the print market
      • Figure 20: Average UK/RoI print circulation of top children’s magazines, 2019-21
      • Figure 21: Average UK/RoI print circulation of top children’s magazines, 2019-21
    • Decline of women’s weekly magazines continues
      • Figure 22: Average UK/RoI print circulation of top women’s weekly magazines, 2018-21
      • Figure 23: Average UK/RoI print circulation of top women’s weekly magazines, 2018-21
    • Digital editions continue to see significant growth
      • Figure 24: Average UK/RoI circulation of digital magazine editions, 2020-21
      • Figure 25: Average circulation of digital magazine editions, 2019-21
  7. Market Drivers

    • Consumers’ financial wellbeing has fallen from the highs of 2021
      • Figure 26: Household financial wellbeing index, 2016-22
    • Consumer spending power will be curbed
    • Magazines will be seen as luxury for many as they look to cut spending
    • Spend on print advertising up slightly in 2021/22
      • Figure 27: Advertising spend on print press, 12 months to end of September, 2017-22
    • Digital advertising booms in 2021 but will be limited in 2022 by cost-of-living crisis
    • Cookie-less future put off until 2024
    • Reading, baking, gardening and DIY are top hobbies
      • Figure 28: Participated in hobbies and interests, 2021
  8. Launch Activity and Innovation

    • Condé Nast partners with TikTok to create exclusive content
    • Condé Nast claims it isn’t a magazine company
    • Hotels and hospitality could be a major new avenue to explore
    • Podcasts become greater focus for magazine subscriptions
    • Readly adds podcasts
    • The Economist considers audio paywall
    • How To Spend It rebranding reflects short and long-term changing priorities
    • New York Times buys Wordle highlighting possibilities of simple daily gaming for magazines
    • Digital subscriptions encouraged to be more environmentally friendly
    • Hearst UK looks to the future with investment in virtual features
    • TIME magazine confident in future of NFTs
    • Publisher puts new spin on NFTs with anti-metaverse concept
  9. Advertising and Marketing Activity

    • Magazine adspend recovers following COVID-19 but cost-of-living crisis presents new challenges
      • Figure 29: Total above-the-line, online display and direct mail advertising expenditure on magazines, 12 months to end of September, 2017-22
      • Figure 30: Total above-the-line, online display and direct mail advertising expenditure on magazines, by advertisers, 12 months to 30 September 2022
    • Nielsen Ad Intel coverage
  10. Magazine Readership

    • Digital versions are more popular in multiple genres
      • Figure 31: Magazine readership, by genre and format, 2022
      • Figure 32: Magazine readership, by genre, 2022
    • Magazine readership drops
      • Figure 33: Magazine readership in the last three months, by format, 2021 and 2022
  11. Magazine Purchasing

    • New delivery partnerships could lead to more spontaneous print purchases from home
    • Environmental concerns could put people off buying print
      • Figure 34: Print magazine purchasing, 2021 and 2022
    • Cost-of-living crisis is impacting digital purchasing
    • Cost-of-living crisis provides an opportunity for multi-magazine services
      • Figure 35: Digital magazine purchasing, 2021 and 2022
      • Figure 36: Magazine website/app purchasing, 2021 and 2022
    • Parents are more likely to buy digital
      • Figure 37: Paid for magazines in the last three months, by parental status, 2022
  12. Print Magazine Purchasing

    • Supermarkets are the primary way people buy print issues
      • Figure 38: Location purchase print magazine, 2022
    • Magazine-branded stores and venues
    • Target men in leisure venues
      • Figure 39: Location purchase print magazines, by gender, 2022
  13. Magazine Titles Read

    • Number of people reading more than one magazine highlights potential of multi-magazine subscriptions
    • Personalise recommendations to drive value from multi-magazine subscriptions
      • Figure 40: Number of magazine titles read, 2022
      • Figure 41: Number of magazine titles read, by magazine format, 2022
  14. Reasons for Reading Magazines

    • Print readers are looking for a screen-free way to pass the time…
    • …while specific stories attract digital magazine readers
      • Figure 42: Reasons for reading magazines, 2022
      • Figure 43: Reasons for reading magazines, by magazine format read, 2022
    • Young people are drawn in by specific stories and celebrities
    • Older readers want to be kept up to date
      • Figure 44: Reasons for reading magazines, by age, 2022
    • Male readers are seeking out information about their hobbies
      • Figure 45: Reasons for reading magazines, by gender, 2022
  15. Magazine Behaviour

    • Comfort with using QR codes provides new possibilities for magazines
    • Advertising campaigns can utilise QR codes
      • Figure 46: Magazine behaviour, 2022
    • Immersive reality technology presents new arenas for magazines to explore
    • Even greater focus on subscriber retention needed to combat those leaving due to cost-of-living crisis
    • Discounted trial periods will be key during the cost-of-living crisis
      • Figure 47: Magazine subscriptions, 2022
      • Figure 48: Cost-of-living crisis and magazine subscriptions, by financial situation, 2022
    • Checkout-free purchasing in transport hubs can help boost print magazine purchasing
    • Digital access at transport hubs
      • Figure 49: Print magazine in-store shopping, 2022
  16. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  17. Appendix – Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 50: Market forecast for UK print magazine circulation, 2021-27
    • Market drivers and assumptions
    • Forecast methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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