Tag Archives: Women’s magazines

Digital magazine readership has risen in 2013.

Lekiosk is an iOS, Android and Windows 8 app that allows consumers to purchase magazines from a rotating 3D news-kiosk. According to new research by Lekiosk, it appears that the number of people reading magazines digitally has risen significantly in 2013.

The ‘Zine on Screens’ report, gathering information from 2000 consumers nationwide, found that one in 20 Brits have purchased digital magazines this year, with this increasing to one in ten among the younger generation, primarily 18-24 year olds.

This spike in digital sales opposes the drop in circulation experienced by a great deal of print publishers. Recently publishers like Bauer Consumer Media saw a discomforting -10.9% YoY decline, while Egmont Magazines saw a surprising 23% growth.

When looking at circulation figures for the top women’s lifestyle magazines for Jul-Dec 2012, we can see that a shocking 28 out of the 38 most popular titles received negative growth, with MORE magazine receiving the worst hit of -39.4% YoY.

Nathaniel Philippe, one of the founders of lekiosk commented on the rising interest in digital magazines produced abroad

Lekiosk Digital Magazines

Source: tech.uk.msn.com

“Digital magazines are easily exported across borders and continents and we’ve seen quite a few users from countries where we don’t source magazines download our apps to get access to the magazines from the countries where we are working with publishers,” he said.

“We’re seeing the start of a trend which could see the digitisation of magazine content drive the globalisation of a wide range of magazines.”

Having to go back and forth between the pages of a magazine, struggling to find some content you are interested in seems extremely time-consuming. Compare this medium to digital editions where the reader can interact with the website and have the information accessible in an easy way, allowing them to automatically go to a desired section i.e. beauty, fashion or property. What seems better? Additionally, sending articles/links to friends to share information is a popular, new trend, a huge bonus of digital magazine editions.

However, despite the decline of print, it still appears to perform a necessary role in the publishing industry.

At the PPA Conference last month, Grazia’s editor-in-chief Jane Bruton and TopGear’s editor-in-chief Charlie Turner were quick to protect print, explaining its significance:

“There will always be a place for magazines,” said Bruton, with Turner adding that magazines are for “expanded and more interesting content that has more value,” before explaining that TopGear often reserves exclusive content as a reward for loyal readers.

In addition, we can appreciate how bringing your tablet into the bath just isn’t the same as taking in a pristine, new magazine and having a leisurely read.

Sunday Times Style gets a make-over

10 March saw the re launch of Sunday Times Style Magazine, with the title being restored to its original roots; fashion and beauty. Non fashion and beauty editorial, including food, has now been moved to the Sunday Times Magazine, allowing Style to focus on its namesake. Strangely, Interiors has been retained.

Whilst the range of editorial content in the publication has decreased, the number of pages has increased, offering more beauty editorial and in turn advertising opportunities.

Style’s facelift will be supported by a year long brand campaign, designed to make this publication key within the fashion and beauty sector and set it aside from competitors.

Readers will have the opportunity to attend high profile branded events, such a Style Conversations, which has previously featured some of the world’s most famous and influential fashion designers including Valentino, Donatella Versace and John Galliano.

Repositioning this brand removes Style from the category in which it is currently bestowed, a Sunday Newspaper Supplement, in an attempt for it to be considered a prestigious and influential fashion and beauty publication. The publishers hope that this new focus will encourage advertisers to advertise in a relevant environment, whilst targeting the title’s high-end demographic. Hence Chanel taking the outside back cover in this weekend’s edition.

Head of Strategy, Times & Sunday Times at News International said: “This is one of the most important re launches for Style in its 10-year history as a standalone section. In recent years the magazine has become home to a range of content which, while much loved by readers, isn’t central to its mission. By refocusing the magazine on fashion and beauty we can ensure that we’re giving our core readers what they want whilst also offering advertisers a clearer opportunity.”

Sunday Times Style is revamped

Source: Style

Whilst Style’s re launch will be music to many Sunday Times fashion lovers’ ears, the question on our mind is – where is this publication now going to sit within the fashion and beauty advertising market? With firmly established competitors, is an increased fashion and beauty focus going to be enough to draw in additional advertisers? We have our doubts as to the volume of additional advertising.

Mail On Sunday’s YOU, an established fashion and beauty magazine supplement, boasts a readership that is 48% higher than Style. Their readership profile is also broader and younger than Style – and unless a brand is truly ‘top end’ the’ norm’ demographic of ABC1 18-45 for fashion and beauty advertisers will apply.

Being weekly, Style’s readership longevity is reduced compared to the established high circulation monthlies such as Glamour and Cosmopolitan and therefore not a threat to them.

They will undoubtedly be keen to continue to take and maybe increase their share of the GWP (gift with purchase) promotional advertising enjoyed by the weekly supplements and the paid for titles such as Grazia and Hello.

With the plethora of quality paid for fashion and beauty titles a ‘free’ supplement is less likely to command the gravitas of Vogue or Marie Claire. But should the editorial team be able to deliver exceptional ‘exclusives’ they may gain a higher profile in this crowded and competitive marketplace. Perhaps taking over from where ES Magazine sat in the days of its premiership in this market and command some additional lucrative fashion advertising. The quality of advertisers in this weekend’s issue was quite high though 3 ‘House’ ads were evident.

With print advertising revenues so hard to attract we see their logic of being more focussed in their delivery but doubt that they will immediately draw in large amounts of ‘new’ advertising.

Jul-Dec 2012 ABC Consumer Circulation

February saw the release of the ABC circulation figures for the consumer magazine market for the final six months of 2012 (July-December) showing how the sector has faired in YoY comparisons.

Free Publication on the rise

Source: abc.org.uk

Women’s Consumer

Women’s consumer magazines once again top the pile for the highest overall circulations with the women’s lifestyle sector still selling some 6.86ml copies during the 6 month period but down 3.8% YoY.

The Women’s weekly magazine market has experienced some drastic drops in its circulation, with even the top performing titles seeing their YoY figures drop by between 5 and 21%.  Although this sounds gloomy for the industry, women’s weekly magazines still account for an average circulation of just under 6 million.  The messages portrayed in these media are therefore still reaching large audiences.

Free titles have bucked the trend in the women’s consumer magazine market with growth seen by John Lewis Edition and Stylist magazine, which for the first time has over taken the top paid for Women’s lifestyle/fashion magazine, Glamour which saw a 9.10% drop in its YoY circulation figures.

This growth in free titles and fall in the paid for market is something that must be taken in to account by planners, but it is also important to consider the trust and dwell time on advertising in paid for vs free titles.  Individuals are much more likely to read and consume what is placed in front of them in a title they have actively purchased ahead of one they have picked up at a train station or a supermarket.

Men’s Consumer

The big development to occur in the men’s consumer magazine market is the continued marked decline of the ‘lad’s mag’.  More up-market titles such as Condé Nast’s GQ, have over taken FHM, in terms of circulation for the first time, leading to conclusion that the men’s consumer market is looking for a more sophisticated read.

The circulation figures of ‘lad’s mags’ FHM, Nuts and Zoo have all seen dramatic reductions, with Nuts in-particular suffering a 29.7% Y0Y reduction in circulation.  In contrast to the stable, if not growing performance of more sophisticated titles; GQ maintaining a circulation of just over 120,000, while Esquire magazine in fact saw an 8.8% rise in its YoY circulation figures.

Free titles such as Shortlist maintain market leading status and even increased their circulations between 2011 and 2012, from 526,359 to 531,733 servicing many of the Nuts, Zoo readers free of charge.

The other key market in men’s lifestyle magazine sector is that of the fitness magazine and this market has endured a mixed year.  Men’s Fitness, the sector’s second largest title by circulation saw a rise in YoY circulation by 0.10%, but two other key players, Men’s Health and Healthy for Men endured a down turn in their circulations.  Healthy for Men’s YoY drop was as much as 35.8%.

UK men are therefore still interested in the consumer magazine market, but when planning, it is crucial to choose one’s title correctly.  Free titles have grown and are likely to do so in the short term, but like in the women’s market issues of reader trust and involvement in free titles must be considered.  More up-market magazines seem to be where the market is moving towards and the use of titles such as GQ and Esquire look to be a stable platform on which to advertise ones brand to a defined audience.

It Is Not All Doom and Gloom

The release of this period’s ABC results on August 16th has provided food for thought for many. The continued downward trend which has been seen almost uniformly across print platforms has fuelled conversation about the importance of digital editions and ‘multi-touchpoint’ brands.

Print ABC results from January to June 2012 have painted a fairly bleak picture for both the consumer magazine and newspaper markets, with just a few exceptions.

The Men’s Lifestyle sector continues to be dominated by the free titles Shortlist and Sport, whilst well-known, paid for titles FHM and Nuts reported substantial drops in sales of -12% and -21% respectively.

In a mirror of these results, Shortlist’s sister title, Stylist, has also enjoyed positive results this period, bucking the overall Women’s Lifestyle trend and reporting a 1.1% year-on-year increase in circulation to rank at number 15 in the Top 100 Magazines. Major titles Glamour, Hello! and Look were among the worst hit, although More reported the worst result in this sector with a fall of 30.5% in circulation.

The Home Interest market saw a mixed set of results. There were a number of increases, including Country Homes & Interiors, Living etc and Style at Home, GoodHomes and Elle Decoration. Although some titles suffered losses – among them Ideal Home, Country Living and House Beautiful.

The Domestic News and Affairs market has completely subverted the downward trend demonstrated elsewhere, with every title boasting a year-on year increase in a market that reports a 5.4% year-on-year increase.

ABC Comparisons

The Daily Newspaper market posted a decrease of 9.3%, although notable winners from this sector include i and The Daily Telegraph, who both reported an increase in sales from the previous ABCs.

However, analysts have chosen not to focus solely on the negative trends shown in these most recent ABC figures.

Rather, the decline in print has been countered by increases in the digital ABCs, with many commentators focusing on the future opportunities presented by digital editions, iPad and mobile for consumer magazines and newspaper titles.

In the world of consumer magazines, titles as diverse as Cosmo, GQ and Harper’s Bazaar have shown significant growth in the digital arena (50.3%, 15.8% and 9% respectively). Heat also presents an interesting case study, posting an overall brand reach of 2.8 million across platforms, whilst print circulation itself has fallen to only 326,677.

Whilst the increases seen in the digital sector are small by comparison with the decline in print, the growth should not be dismissed as more and more titles launch their digital editions.

As such, discussion of what these ABC figures mean for overall media trends should be couched in the knowledge that print is only one aspect of a title’s brand. Talking about media brands in terms of their multiple touchpoints with their audience, including print, online and mobile, gives a much clearer impression of their power, influence and value.

Men’s Lifestyle Magazine: Jan-Jun 2012 Year On Year Comparisons

Title Publisher Jan-Jun 11 Jan-Jun 12 Actual Change YoY % Ch Jul-Dec 11 PoP % Ch
Shortlist* Shortlist Media Ltd 523,665 529,010 5,345 1.0 526,359 0.5
Sport UTV Media Ltd 306,217 305,676 -541 -0.2 304,700 0.3
Men’s Health Hearst-Rodale 218,368 216,336 -2,032 -0.9 221,176 -2.2
FHM (For Him Magazine) Bauer Consumer Media 155,557 123,844 -31,713 -20.4 140,716 -12.0
GQ Conde Nast Publications Ltd 118,216 120,139 1,923 1.6 120,094 0.0
RWD RWD Creative Media Limited 98,300 96,652 -1,648 -1.7 96,240 0.4
Nuts* IPC Media Ltd 114,019 90,134 -23,885 -20.9 114,116 -21.0
Stuff Haymarket Consumer Media 80,130 76,083 -4,047 -5.1 80,226 -5.2
Men’s Fitness Dennis Publishing Limited 69,264 65,201 -4,063 -5.9 61,721 5.6
BBC Focus Immediate Media Company 66,454 64,625 -1,829 -2.8 67,727 -4.6
Esquire Hearst Magazines Ltd 58,218 54,702 -3,516 -6.0 56,583 -3.3
Wired Conde Nast Publications Ltd 50,150 52,136 1,986 4.0 51,056 2.1
Healthy for Men** River Publishing Ltd 60,499 47,770 -12,729 21.0 59,157 -19.2
Zoo* Bauer Consumer Media 54,318 46,310 -8,008 -14.7 54,599 -15.2
How It Works Imagine Publishing n/a 34,089 n/a n/a 30,342 12.3
Front Magazine Kane Ltd n/a 30,009 n/a n/a 34,097 -12.0
Total n/a 1,973,375 1,952,716 -20,659 -1.0 2,018,909 -3.3

Women’s Lifestyle Magazine Circulations: Jan-Jun 2012 Year On Year Comparisons


Publisher Jan-Jun 11 Jan-Jun 12 Actual Change YoY % Ch Jul-Dec 11 PoP % Ch
John Lewis Edition John Brown 474,579 480,241 5,662 1.2 484,991 -1.0
Glamour Conde Nast Publications 530,060 470,138 -59,922 11.3 466,327 0.8
Stylist Shortlist Media Ltd 426,396 431,266 4,870 1.1 429,034 0.5
Good Housekeeping Hearst Magazines Ltd 430,878 408,569 -22,309 -5.2 448,129 -8.8
Woman & Home IPC Media 370,284 353,731 -16,553 -4.5 379,896 -6.9
Cosmopolitan Hearst Magazines Ltd 386,852 353,413 -33,439 -8.6 377,580 -6.4
Hello! Hello! Ltd 413,311 352,985 -60,326 -14.6 373,226 -5.4
Yours Bauer Consumer Media 285,890 280,804 -5,086 -1.8 282,892 -0.7
Prima Hearst Magazines Ltd 280,207 264,312 -15,895 -5.7 281,636 -6.2
Marie Claire European Magazines Limited 250,785 255,021 4,236 1.7 266,881 -4.4
Look Evarn Ltd 300,161 250,071 -50,090 -16.7 280,481 -10.8
Red Hearst Magazines Ltd 231,160 226,116 -5,044 -2.2 231,180 -2.2
Candis Newhall Publications 236,075 223,584 -12,491 -5.3 224,468 -0.4
Vogue Conde Nast Publications 210,766 205,033 -5,733 -2.7 210,806 -2.7
Grazia Bauer Consumer Media 219,741 190,053 -29,688 -13.5 205,487 -7.5
Elle Hearst Magazines Ltd 197,136 189,568 -7,568 -3.8 195,020 -2.8
Easy Living Conde Nast Publications 158,038 164,019 5,981 3.8 140,123 17.1
InStyle IPC Media 175,113 163,432 -11,681 -6.7 176,002 -7.1
Company Hearst Magazines Ltd 180,162 143,269 -36,893 -20.5 188,278 -23.9
Harpers Bazaar Hearst Magazines Ltd 118,740 119,274 534 0.4 120,004 -0.6
Essentials IPC Media 126,904 119,087 -7,817 -6.2 128,906 -7.6
Harrods Magazine Harrods Ltd 104,997 109,913 4,916 4.7 120,057 -8.4
More! Bauer Consumer Media 170,033 106,065 -63,968 -37.6 152,571 -30.5
Vanity Fair Conde Nast Publications 100,560 100,692 132 0.1 102,585 -1.8
Women’s Health Hearst-Rodale n/a 100,289 n/a n/a n/a n/a
Psychologies Hearst Magazines Ltd 108,631 92,302 -16,329 -15.0 104,491 -11.7
Tatler Conde Nast Publications 87,616 87,004 -612 -0.7 88,020 -1.2
Ladies First Magazine (Wales) Hils Publications Ltd 35,771 34,795 -976 -2.7 35,470 -1.9
WM The Womans Magazine Media Wales Ltd 34,057 32,010 -2,047 -6.0 33,744 -5.1
Image Image Publications Ltd 21,045 21,624 579 2.8 21,261 1.7
RSVP RSVP Publishing Ltd 15,109 12,603 -2,506 -16.6 13,304 -5.3
Total n/a 6,681,057 6,341,283 -440,063 -5.1 6,562,850 -3.4

Home Interest Magazines: Jan-Jun 2012 Year On Year Comparisons


Publisher Jan-Jun 11 Jan-Jun 12 Actual Change YoY % Ch Jul-Dec 11 PoP % Ch
Ideal Home IPC Media 205,778 193,203 -12,575 -6.1 195,442 -1.1
Country Living Hearst Magazines UK 206,027 190,177 -15,850 -7.7 191,599 -0.7
Ikea Family Live August Media Ltd 150,000 150,000 n/a n/a 150,000 n/a
Homes & Gardens IPC Media Ltd 137,812 131,555 -6,257 -4.5 138,868 -5.3
Your Home Hubert Burda Media UK 133,018 130,012 -3,006 -2.3 131,770 -1.3
House & Garden Conde Nast Publications Ltd 127,260 126,841 -419 -0.3 127,311 -0.4
House Beautiful Hearst Magazines UK 143,106 126,497 -16,609 -11.6 132,962 -4.9
25 Beautiful Homes IPC Media Ltd 107,974 102,012 -5,962 -5.5 100,045 2.0
Country Homes & Interiors IPC Media Ltd 92,563 99,676 7,113 7.7 97,286 2.5
Living etc IPC Media Ltd 97,098 98,250 1,152 1.2 98,143 0.1
Style at Home IPC Media Ltd 52,576 80,011 27,435 52.2 71,806 11.4
GoodHomes Kelsey Publishing Ltd 73,444 78,620 5,176 7.0 76,113 3.3
Elle Decoration Hearst Magazines UK 70,323 70,655 332 0.5 70,376 0.4
World Of Interiors Conde Nast Publications Ltd 62,089 61,849 -240 -0.4 62,096 -0.4
Homes & Antiques Immediate Media Company 58,701 61,536 2,835 4.8 64,563 -4.7
Coast Hearst Magazines UK 42,628 38,657 -3,971 -9.3 40,464 -4.5
Grand Designs Media 10 Ltd 27,820 30,653 2,833 10.2 30,820 -0.5
Image Interiors & Living Image Publications Ltd n/a 16,595 n/a n/a 14,463 14.7
Homes & Interiors Scotland Peebles Media Group Ltd 10,845 10,345 -500 -4.6 10,232 1.1
Total n/a 1,799,062 1,797,144 -1,918 -0.1 1,804,359 -0.4

News & Current Affairs – Domestic: Jan-Jun 2012 Comparisons

Title Publisher Jan-Jun 11 Jan-Jun 12 Actual Change YoY % Ch Jul-Dec 11 PoP % Ch
Private Eye Pressdram Ltd 206,266 226,046 19,780 9.6 228,112 -0.9
The Week Dennis Publishing Limited 183,617 191,401 7,784 4.2 187,536 2.1
BBC History Magazine Immediate Media Company 69,394 71,403 2,009 2.9 72,271 -1.2
Spectator Spectator (1828) Ltd 62,852 63,612 760 1.2 63,543 0.1
The Oldie Oldie Publications 40,386 42,314 1,928 4.8 41,008 3.2
Limerick Post Carnbeg Ltd 34,340 36,216 1,876 5.5 35,393 2.3
Prospect Prospect Publishing Ltd 31,985 32,115 130 0.4 32,105 0.0
Total: n/a 628,840 663,107 34,267 5.4 659,968 0.5

Daily Newspaper Market – National Newspaper ABC Figures: July 2012

Daily Titles Jul-11 Jun-12 Jul-12 YoY Actual Change YoY % Change PoP Actual Change PoP % Change
Daily Telegraph 634,113 573,674 581,249 -52,864 -8.3 7,575 1.3
Financial Times 336,590 297,225 290,765 -45,825 -13.6 -6,460 -2.2
Guardian 248,775 211,511 209,354 -39,421 -15.8 -2,157 -1.0
Herald (Scotland) 47,226 44,445 n/a n/a n/a n/a n/a
i 183,677 272,597 280,122 96,445 52.5 7,525 2.8
Independent 182,881 90,001 83,619 -99,262 -54.3 -6,382 -7.1
Scotsman 38,987 35,523 34,127 -4,860 -12.5 -1,396 -3.9
Times 441,205 400,120 404,099 -37,106 -8.4 3,979 1.0
Mid Market
Daily Express 625,952 602,482 555,544 -70,408 -11.2 -46,938 -7.8
Daily Mail 2,050,132 1,939,635 1,921,239 -128,893 -6.3 -18,396 -0.9
Daily Mirror 1,185,729 1,081,330 1,082,054 -103,675 -8.7 724 0.1
Daily Record 305,226 279,324 275,526 -29,700 -9.7 -3,798 -1.4
Daily Star 706,757 602,296 623,534 -83,223 -11.8 21,238 3.5
Sun 2,821,618 2,583,552 2,550,859 -270,759 -9.6 -32,693 -1.3
Total Daily 9,808,868 9,013,715 8,892,091 -916,777 -9.3 -121,624 -1.3

Consumer Magazines – Latest ABC Results

The latest ABC figures for Consumer magazines were released in the latter part of August, for January – June 2011. The figures made for some very interesting reading, identifying those titles that have weathered the economic turndown and are coming back to full strength and the sectors who have suffered greatly in recent times.

A number of Women’s titles are still holding up well, despite the downturn – with several magazines posting increases. Overall, the market is up 1.1% YoY and 1.5% PoP.

The post-recession market is still having a huge impact on the Women’s Weekly sector, which is down 8% on last year (and 5.4% PoP).

Home Interest is one of the few sectors to benefit from the current economic climate – with a number of titles seeing circulation increases. Over the sector is up by 1%.

The Men’s Lifestyle sector is continuing to struggle – down 4.4% overall on this time last year.

The TV Listings sector had a fairly poor period, with just one title posting a PoP increase between January and June 2011 (What’s On TV).

News & Current Affairs similarly to Home Interest is a sector than has not been greatly affected by the current economic climate, a number of titles seeing circulation increases.

For a more detailed analysis and the full table of results click here