In this fortnight’s media bulletin, we are focussing on the July – December 2010 ABC Consumer magazine results.
Released last week, the results show a predicted picture of overall decline for the paid for magazine market over the six-month period.
Of the paid-for publications, the TV sector continues to top the chart, with TV Choice remaining the highest selling title, closely followed by What’s On TV and Radio Times.
Despite overall drops in circulation, traditional women’s magazines make up the remainder of top-selling titles, with OK! Magazine, Glamour, Closer, New!, Take a Break and Good Housekeeping all in the top ten.
The News and Current Affairs sector remained steady, with an overall year-on-year increase of 2.3%.
Men’s magazines continued their decline, with an overall annual circulation decrease of 6%.
Unsurprisingly, Sky’s free publications dominated the cross-sector magazines chart, with free supermarket brand magazines also featuring highly in the Top 100 list.
Another example of the growing success of free publications in this sector, with Morrisons free Health and Beauty Guide – launched only in May 2010 – coming in at second place.
However, despite an almost 3% year-on-year circulation decrease, paid-for title Glamour remained top-of-the-chart, as the only publication in this sector to achieve a circulation of over 500,000. Four cannot but note how extremely desirable, and expensive, cover mounts have help maintain this title’s supremacy.
While the overall sector did see a slight year-on-year circulation increase, this is almost solely due to the introduction of the free Health and Beauty Guide. If you take this title out of the sector circulation figures, the remaining paid-for titles actually show a slight decrease period-on-period and year-on-year. Four is aware that many titles managed JUST to maintain a static circulation – the publishers, no doubt, working hard with returns etc to return a ‘positive’ circulation.
Nonetheless, 12 paid-for titles did achieve year-on-year increases. In particular, titles targeted to an older demographic reported the strongest increases, with IPC Media’s Woman and Home and Essentials, River Publishing’s Healthy, and National Magazine Company’s Good Housekeeping all posting the strongest results of the sector. We believe this demographic – having grown up with the print medium – is maintaining its loyalty in preference to the digital offering.
Magazines targeted to the higher-end of the market such as Harpers Bazaar and Elle, posted year-on-year circulation rises, while Vanity Fair remained static.
Four do not anticipate this depressing trend reversing – the question however, is where is the natural plateau for the print magazine market? The next few years will indicate the perhaps finite ‘paid for’ market . This also explains why publishing mergers will continue. Although Hearst have confirmed that their discussions with BBC Magazines have been halted, into the ring comes Bauer and H Bauer to take up merger negotiations.
|Women’s Lifestyle Magazine Circulations: Jul-Dec 2010 Year On Year Comparisons|
|Title||Publisher||Jul-Dec 09||Jul-Dec 10||Actual Change||YoY % Ch||Jan-Jun 10||PoP % Ch|
|Glamour||Conde Nast Publications||515,281||500,591||-14,690||-2.9||526,216||-4.9|
|Health & Beauty Guide||Result Customer Communications||n/a||456,218||n/a||n/a||n/a||n/a|
|Good Housekeeping||National Magazine Company||430,089||443,750||13,661||3.2||422,496||5.0|
|Cosmopolitan||National Magazine Company||430,353||400,575||-29,778||-6.9||401,750||-0.3|
|Yours||Bauer Consumer Media||284,560||293,016||8,456||3.0||297,231||-1.4|
|Prima||National Magazine Company||288,301||268,421||-19,880||-6.9||289,058||-7.1|
|Marie Claire||European Magazines Limited||283,025||265,042||-17,983||-6.4||280,021||-5.3|
|Company||National Magazine Company||240,035||217,491||-22,544||-9.4||217,324||0.1|
|Vogue||Conde Nast Publications||210,526||211,277||751||0.4||210,561||0.3|
|Easy Living||Conde Nast Publications||170,033||160,061||-9,972||-5.9||170,054||-5.9|
|She||National Magazine Company||150,074||144,583||-5,491||-3.7||144,228||0.2|
|Harpers Bazaar||National Magazine Company||110,638||119,712||9,074||8.2||118,553||1.0|
|Vanity Fair||Conde Nast Publications||102,421||102,471||50||0.0||102,445||0.0|
|Zest||National Magazine Company||93,130||88,554||-4,576||-4.9||99,485||-11.0|
|Tatler||Conde Nast Publications||86,345||87,258||913||1.1||86,448||0.9|
|Top Sante Health & Beauty||Bauer Consumer Media||78,541||68,278||-10,263||-13.1||81,848||-16.6|
|Spirit & Destiny||H Bauer Publishing||61,556||55,361||-6,195||-10.1||57,842||-4.3|
|Ladies First Magazine (Wales)||Hils Publications Ltd||36,406||36,457||51||0.1||36,306||0.4|
News and Current Affairs
The News and Current Affairs sector maintained fairly robust, with a good overall year-on-year increase of 2.3%. In particular, The Week posted a very strong 6.4% year-on-year increase, coming second to Private Eye in this sector, which remained top.
|News & Current Affairs: Domestic: Jan-Dec 2010 Year On Year Comparisons|
|Title||Publisher||Jan-Dec 09||Jan-Dec 10||Actual Change||YoY % Change|
|Private Eye||Pressdram Ltd||210,680||207,154||-3,526||-1.7|
|The Week||Dennis Publishing Limited||169,690||180,502||10,812||6.4|
|Spectator||Spectator (1828) Ltd||70,300||70,295||-5||-0.0|
|Lucan Gazette||Gazette Group Newspapers||37,825||41,653||3,828||10.1|
|The Oldie||Oldie Publications||35,965||38,540||2,575||7.2|
|History Today||History Today Ltd||22,501||20,584||-1,917||-8.5|
|The Irish Post||Irish Post Media||20,393||18,942||-1,451||-7.1|
|The Pheonix||Imagine Publishing||16,225||16,601||376||2.3|
As expected, Men’s ‘paid for’ magazines continue their decline, with an overall year-on-year change of -6%. FHM, Nuts, and Zoo posted massive year-on-year decreases of 23.3%, 19.6% and 32.8% respectively.
To put the decline of this sector into perspective, Loaded’s current circulation is a mere 11% of its peak in the 1990s.
GQ remains static, with no year-on-year change to its circulation. This circulation reflects a known audience which does not appear to change period on period
Mirroring the success of its sister title Healthy, however, Healthy for Men obtained a sector winning 16.8% annual circulation increase. Men’s Fitness also managed a slight increase, while Men’s Health dropped its annual circulation, with some reader’s possibly migrating to the younger Healthy.
Reflecting the sector-wide success of free publications, Shortlist Media’s free-titles Shortlist and Sport remaining in first and second place of the men’s lifestyle listings.
|Men’s Lifestyle Magazine Circulations: Jul-Dec 2010 Year On Year Comparisons|
|Title||Publisher||Jul-Dec 09||Jul-Dec 10||Actual Change||% Change||Jan-Jun 10||PoP % Ch|
|Shortlist*||Shortlist Media Ltd||513,148||521,713||8,565||1.7||518,222||0.7|
|Sport||UTV Media Ltd||306,435||306,540||105||0.0||305,479||0.3|
|Men’s Health||The National Magazine Company Ltd||250,577||245,923||-4,654||-1.9||245,754||0.1|
|FHM (For Him Magazine)||Bauer Consumer Media||231,235||177,261||-53,974||-23.3||192,586||-8.0|
|Nuts*||IPC Media Ltd||176,835||142,212||-34,623||-19.6||147,134||-3.3|
|GQ||Conde Nast Publications Ltd||120,057||120,087||30||0.0||120,063||0.0|
|Stuff||Haymarket Publishing Group Limited||95,695||92,959||-2,736||-2.9||85,370||8.9|
|BBC Focus||Bristol Magazines||71,783||72,183||400||0.6||73,614||-1.9|
|Men’s Fitness||Dennis Publishing Limited||68,037||68,843||806||1.2||68,123||1.1|
|Zoo*||Bauer Consumer Media||102,043||68,610||-33,433||-32.8||80,026||-14.3|
|Healthy for Men**||River Publishing Ltd||51,377||59,992||8,615||16.8||56,356||6.5|
|Esquire||The National Magazine Company Ltd||59,160||59,382||222||0.4||58,151||2.1|
|Wired||Conde Nast Publications Ltd||48,275||50,044||1,769||3.7||50,009||0.1|
|Loaded||IPC Media Ltd||71,251||49,448||-21,803||-30.6||53,591||-7.7|
Once again Shortlist Media’s free publication Stylist performed well in its sector, and was the only publication in the top twenty to gain an annual circulation increase.
Partly due, perhaps, to the recent TV series The Lady and the Revamp, Britain’s oldest weekly women’s magazine The Lady gained the largest annual circulation rise in the women’s listings with 4.9%
Overall, however, the sector performed badly losing ¾ of a million copies year on year, with all magazines aside from Stylist, The Lady and Real People suffering annual declines resulting in a decline of 7.4% across the whole sector.
Bauer’s Heat posted a serious decline of 88,000 as celebrities possibly failed to titillate in late 2010. Heat was only beaten in shocking results by OK which dropped a dramatic 23.4 % year on year as perhaps Richard Desmond turned his attention elsewhere in his empire (Five TV). The forthcoming Royal nuptials will assist this circulation to bounce back in Jan – June 2011.
Women’s Weekly Magazines: Jul-Dec 2010 Year On Year Comparisons
|Women’s Weekly Magazines: Jul-Dec 2010 Year On Year Comparisons|
|Title||Publishing Company||Jul-Dec 09||Jul-Dec 10||Actual Change||YoY % Ch||Jan-Jun 10||PoP % Ch|
|Take A Break||H Bauer Publishing||900,016||833,522||-66,494||-7.4||855,372||-2.6|
|New!||Northern & Shell||600,741||562,284||-38,457||-6.4||577,899||-2.7|
|Closer||Bauer Consumer Media||539,135||498,683||-40,452||-7.5||526,713||-5.3|
|OK!||Northern & Shell||588,546||450,946||-137,600||-23.4||478,878||-5.8|
|Star||Northern & Shell||492,067||430,324||-61,743||-12.5||440,862||-2.4|
|Stylist||Shortlist Media Ltd||410,674||424,107||13,433||3.3||421,158||0.7|
|Chat||IPC Media Ltd||440,093||415,040||-25,053||-5.7||430,674||-3.6|
|Heat||Bauer Consumer Media||458,858||370,132||-88,726||-19.3||417,163||-11.3|
|Woman’s Weekly||IPC Media Ltd||344,553||344,068||-485||-0.1||338,577||1.6|
|Now||IPC Media Ltd||394,130||338,328||-55,802||-14.2||338,080||0.1|
|That’s Life!||H Bauer Publishing||378,551||335,772||-42,779||-11.3||341,545||-1.7|
|Woman||IPC Media Ltd||316,216||309,878||-6,338||-2.0||318,301||-2.6|
|Woman’s Own||IPC Media Ltd||298,472||291,700||-6,772||-2.3||272,376||7.1|
|Pick Me Up||IPC Media Ltd||329,943||287,029||-42,914||-13.0||319,305||-10.1|
|People’s Friend||DC Thomson & Co||306,591||282,766||-23,825||-7.8||291,394||-3.0|
|Bella||H Bauer Publishing||253,001||245,286||-7,715||-3.0||246,446||-0.5|
|Love It!||Hubert Burda Media UK||283,379||242,315||-41,064||-14.5||231,617||4.6|
|Grazia||Bauer Consumer Media||229,732||224,421||-5,311||-2.3||228,770||-1.9|
|More!||Bauer Consumer Media||192,860||188,265||-4,595||-2.4||187,159||0.6|
|Full House||Hubert Burda Media UK||180,070||173,999||-6,071||-3.4||175,869||-1.1|
|My Weekly||DC Thomson & Co||145,750||130,190||-15,560||-10.7||134,393||-3.1|
|National Enquirer – UK Edition||American Media Inc||76,504||69,576||-6,928||-9.1||71,649||-2.9|
|The Lady||The Lady||28,782||30,201||1,419||4.9||30,769||-1.8|
H Bauer’s TV Choice and Total TV Guide both recorded the strongest circulation increases in this sector.
Radio Times’ 1.4% circulation increase in the last six months of 2010 failed to bring it back above the 1 million mark.
Although all magazines but one in this sector managed to increase their circulation in the six months of the year, there was a 0.3% circulation decrease year-on-year, with many viewers now using resources on the internet to plan TV consumption.
|TV Listings Magazines: Jul-Dec 2010 Year On Year Comparisons|
|Title||Publishing Co||Jul-Dec 09||Jul-Dec 10||Actual Change||YoY % Ch||Jan-Jun 10||PoP % Ch|
|TV Choice||H Bauer Publishing||1,302,382||1,362,384||60,002||4.6||1309469||4.0|
|What’s On TV||IPC Media Ltd||1,245,933||1,257,028||11,095||0.9||1209018||4.0|
|Radio Times||BBC Worldwide Ltd||1,000,648||960,839||-39,809||-4.0||947131||1.4|
|TV Times||IPC Media Ltd||321,005||309,510||-11,495||-3.6||290686||6.5|
|TV & Satellite Week||IPC Media Ltd||185,813||181,150||-4,663||-2.5||184134||-1.6|
|TV Easy||IPC Media Ltd||180,798||168,929||-11,869||-6.6||166781||1.3|
|Total TV Guide||H Bauer Publishing||110,748||121,379||10,631||9.6||109022||11.3|