Consumer Magazine Market Update
ABC data released 13th August 2015
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CONTENTS
Overview of the Magazine market
3
Introduction
4
Sector observations
5
Rates vs readership - the inflation effect
7
Are readers really migrating to digital?
9
Digital creative solutions
11
Are advertisers losing trust in press?
12
Still a trusted environment?
13
10 ways to ensure your Magazine Advertising is more effective
14
Consumer Magazines digital and print circulations – in detail
16
Women’s Weeklies
17
Woman’s Lifestyle
18
Men’s Magazines
19
TV / Radio Guides
20
Home Interest
21
Film & Music
22
Food / Store Mags
23
Motoring Titles
24
Consumer Magazine Market Update | August 2015 Page 2
OVERVIEW OF THE MAGAZINE MARKET
OVERVIEW OF THE MAGAZINE MARKET INTRODUCTION Welcome to our update on circulations, readership, investment and all things interesting in the magazine market. The world of magazines is constantly evolving with closures, mergers and sell-offs as regular news headlines. For instance, just this week publishing group Pearson agreed to sell their stake in the Economist Group for £469m, less than a month after selling the FT Group. The high sum shows how valuable magazine commodities still are, despite the ‘doom & gloom’ of the print market and publishers are learning, some quicker than others, how best to position themselves in a digital world. The Economist for example, has one of the highest proportions of its circulations delivered through digital platforms at a whopping 31%. It is continuing to grow its overall audience through its online presence despite big declines in print circulations, so leading the way by quite some margin in terms of digital uptake. Looking at new circulation figures overall Food & Store magazines were the only category to increase their circulations PoP: ABC Consumer Magazine Circulations : Jan-Jun’15 15
12
Circulations % PoP
10
4
5
4
2
2
4
2
0 -5 -10
-3
-4 -4
-2
-2 -2
-2 -2
-1 -4 -4
-4 -4
-5
-6
-9 -10
-15 Women's Weeklies
Women's Lifestyle
Men's Home Interest TV / Radio Magazines Guides Total Circs.
Print Circs
Music/Film
Food/Store
Motors
Digital Circs
Source: MediaTel / ABC
In summary, across the whole market, whilst digital circulations were up by a seemingly significant 16% PoP, print declined by -3%, and the relatively small volumes of digital (just 1.9% of total circulations) are clearly not enough to offset the loss in print readers, the whole market having declined by -3%. So it will be interesting to see if and how the print market adjusts to combat this overall decline and if indeed it’s possible for them all to do so.
Consumer Magazine Market Update | August 2015 Page 4
OVERVIEW OF THE MAGAZINE MARKET SECTOR OBSERVATIONS Women’s Weeklies – Circulations -9%
A much smaller proportion of circulations (less than 1%) are generated from digital platforms, suggesting that these readers aren’t transitioning to the online/digital versions of these publications. Instead, they are opting to consume this content through alternative online sources, such as Twitter, Instagram or the Huffington Post. Digital circulations also declined -3% this period, albeit not as harshly as print copies, down -10%. The biggest losses were seen for OK Magazine, -32% PoP (with -26% on digital alone). Stylist, the only free distribution title, continued to outperform the market, with a modest 1% growth, the only title to see an increase this period.
Woman’s Lifestyle – Circulations -4%
Some titles have managed to hold their circulations well this period; Women’s Health managed to post an increase of +6%, but then saw heavy losses on their digital distribution (-27%). ASOS magazine still leads the way in terms of total circulation, despite no digital counterpart, but print circulations still in decline at an average -4%. Some titles delivered relatively high proportions of circulations online, with Vanity Fair and Psychologies performing particularly well at 7.7% and 5.2% respectively. Both saw an increase in their digital circs, but again not enough to offset the loss of print. Tatler seem to be benefitting from their TV documentary series as there has been no decline to their print circulations, deviating from the norm of their category which stands at -4% overall.
Men’s Magazines – Circulations -2%
Shortlist and Sport dominate this category, taking well over half of all the circulations between them. Both titles also bucked the trend of the market and posted modest growth, but it’s worth bearing in mind they are both free publications. Traditional ‘lads mags’ Zoo and FHM both saw huge losses in print, but big gains in digital circulations this period. This could be a sign that men are looking to consume this content in a more ‘discrete’ way, although total figures for both publications remain in decline.
TV / Radio Guides – Circulations -4%
Category posted healthy growth in digital circulations, but in every case this was not enough to outweigh the loss of print copies. Despite this increase, digital remains only a tiny proportion of circulations for these titles at 0.2% for the category as a whole, indicating readers are using other online sources, or EPG’s to guide their TV / Radio choices. TV Choice was the only title to report growth, with circulations up 1% through print.
Consumer Magazine Market Update | August 2015 Page 5
OVERVIEW OF THE MAGAZINE MARKET
Home Interest – Circulations -2%
Gardeners World posted double digit growth in both print and digital circulations this period to reach nearly 210k copies. As a whole there is growth in the digital arena (+4% PoP) however, digital still remains a very small proportion of all circulations at just 1.6%. This category has faired better in holding their circulations than the market as a whole, meaning CPT increases won’t be as severe.
Film & Music - Circulations -4%
Digital represents a high proportion of circulations for the Film & Music category, at nearly 5% vs a market average of less than 2%. Despite this growth, as with other categories, this is still not sufficient to offset print loss. Empire magazine was the only title to post increases in its print distribution, up 2% PoP. No circulations reported for NME this period but it is moving to a free publication from September ‘15, increasing circulation substantially to 300,000 copies (up from 15k) making it the largest Music/Film magazine in the market with more than twice the circulation of Empire (but still significantly lower than Shortlist at c.500k). Copies will be distributed at Universities, HMV & Top Shop stores, rail/tube stations and live gig venues across the country in a bid to engage a younger 16-34 audience, having the highest hand-to-hand rate of any free publication.
Food & Store Magazines – Circulations +2%
Digital is not a big arena for this category, with so many options for shopping or recipe ideas available on the web readers are not migrating over to the publishers’ online editions. However, this category remains strong in terms of growth with print circulations up 2%, bucking the trend of the overall market. Asda (another free title) is the winner in this category, reporting 7% growth and taking one of the largest circulations of any magazine title.
Motoring Titles – Circulations -5%
Motoring publications take one of the highest proportions of digital circulations at 6% vs a market average of 1.9%. All titles tracked for digital circulations reported increases this period, but not enough to offset the loss of print readers, who are possibly turning to other online only sources such as Gumtree, or carbuyer.co.uk. Auto Trader continue to decline to report their circulations. Top Gear remains the dominant publication, despite heavy losses in print circulations this period. Fortunes might be reversed when the new-look Top Gear TV show launches later this year.
Consumer Magazine Market Update | August 2015 Page 6
OVERVIEW OF THE MAGAZINE MARKET RATES VS READERSHIP – THE INFLATION EFFECT Are rates falling in line with readership? We have interrogated our cost databases for a cross section of magazine titles to see if rate declines are keeping up with the general fall in readership. Adult readership changes Q1 2015
Source: NRS
As you can see a number of the selected titles here are showing a significant decline in readership: Adult readership changes Q1 2015
Source: Ebiquity cost database
From our cost database, we can see that magazine rates have declined but are not keeping pace with the readership falls
Consumer Magazine Market Update | August 2015 Page 7
OVERVIEW OF THE MAGAZINE MARKET RATES VS READERSHIP – THE INFLATION EFFECT Are rates falling in line with readership? The answer is a resounding no. For example, the cost of reaching the same number of women year on year with the likes of Glamour, Marie Claire and Bella has increased by over 30%. Inflation per adult reader Q1 2015
Source: NRS/Ebiquity database
The problem for the under 34’s in the Women’s category is even more exacerbated as younger readers turn to online sources such as Vloggers like Zoella for health, beauty and fashion advice. Special interest and News titles are less affected by cost inflation Inflation per 16-34 reader Q1 2015
Source: Ebiquity cost database
Consumer Magazine Market Update | August 2015 Page 8
Click to play
OVERVIEW OF THE MAGAZINE MARKET ARE READERS REALLY MIGRATING TO DIGITAL? Measurement of online readership has now increased to 48% of titles (this is a gradual increase we’ve seen over time), giving us a clearer picture of readership trends. It’s worth bearing in mind however, that more than half of titles still not audited. % Titles monitored by ABC 60
100
45 37
# Titles
80 26
60 40
29
48
50 40
30 20
12 7
20 0
39
47
% Titles
120
10
0
0
# Titles where Digital Circs Audited
% of All ABC Titles
Source: MediaTel / ABC
Online readership trends show us that the audiences are generally not migrating online and in fact digital readership is also declining. % Year on Year Digital Readership Change
Source: NRS
Consumer Magazine Market Update | August 2015 Page 9
OVERVIEW OF THE MAGAZINE MARKET ARE READERS REALLY MIGRATING TO DIGITAL? NRS PADD data can inform us about how the audiences change between the print title and the tablet version. Surprisingly, the online readers are nearly always more up-market but not necessarily younger. Interestingly the younger titles such as Glamour and Heat have an older readership. Print versus digital profiles
Source: NRS / NRS PADD: Apr’14-Mar’15
Consumer Magazine Market Update | August 2015 Page 10
OVERVIEW OF THE MAGAZINE MARKET DIGITAL CREATIVE SOLUTIONS The good news is that all publishers (bar Conde Naste) will re-size print creative for the tablet editions without any further charge.
The digital arena is however becoming increasingly cluttered
It could be worthwhile looking for a different creative solution such as sponsorship or interactivity in order to stand out.
Selling the entire magazine footprint across all formats makes it easier to find creative solutions
Publishers such as Hearst and Time inc. have a fully integrated approach to selling the entire magazine footprint across all formats making it easier to find creative solutions. However, many sales points are yet to embrace this holistic approach leaving the agencies to do the running across the departments.
Consumer Magazine Market Update | August 2015 Page 11
OVERVIEW OF THE MAGAZINE MARKET ARE ADVERTISERS LOSING TRUST IN PRESS? Year on year Magazine Spend Fluctuations by Sector
Source: Ebiquity Portfolio
By interrogating our competitive monitoring system Portfolio, we can see that magazine spends are in decline by 7% year on year. Not bad considering the overall media market continues to fragment and readership is in decline. The biggest sector, Toiletries and Cosmetics has declined by 10% led by significant drops in investment from P&G, Coty and Garnier. Unilever on the other hand have increased spend by 144%. Cosmetic and Toiletries Spend Fluctuations by Company
Source: Ebiquity Portfolio
It is likely that with rising costs per reader some brands will see a decline in their ROI from magazine spend.
Consumer Magazine Market Update | August 2015 Page 12
OVERVIEW OF THE MAGAZINE MARKET STILL A TRUSTED ENVIRONMENT? Despite the doom and gloom of circulation declines Magazines are still one of the most trusted sources of information for a very loyal readership, often providing an emotional, inspirational and aspirational environment for promoting a brand. This has been backed up by the Association of Magazine Media Social Media Report covering the first quarter of 2015. Findings demonstrated positive results regarding the engagement and enthusiasm surrounding magazines via social media platforms. The report, which tracks activity across 222 magazine titles on Facebook, Twitter, Google+, Instagram and Pinterest, revealed a 7% rise in followers and likes in the first quarter of 2015.
The NRS readership survey is due to be replaced in 2016 by a new research called PAMCO which alongside improved tracking of online, mobile and print consumption, promises to explore levels of engagement across platforms
Consumer Magazine Market Update | August 2015 Page 13
10 WAYS TO ENSURE EFFECTIVE MAGAZINE ADVERTISING
10 WAYS TO ENSURE EFFECTIVE MAGAZINE ADVERTISING Does the selection of magazines proposed by the agency make sense to you? Make sure the choices are based on delivering high reach of your target audience, cost effectively and not on agency trading imperatives Monthly magazines take a long time to fulfil their potential reach – up to three months after the cover date. Bear this in mind if your communication has a short term objective Dwell time on double page spreads is significantly shorter than for single pages Rate declines in magazines are not keeping pace with the drop off in readership - costing you more year on year to reach the same number of people. Push your agency to reduce rates further and negotiate for more free space / added value to maintain ROI Your print ad should automatically appear on the tablet version of a magazine (bar Conde Naste). Ensure this is happening in order to receive the full value Digital versions are becoming very cluttered. Look at employing a level of interactivity or using sponsorship style take overs to improve stand out Saying that, adding interactivity can be expensive so if you do go down that route make sure you can use it to collect consumer data or as a route to more interaction Readers of the digital versions of magazines in general are more upmarket but not necessarily younger, bear in mind when looking at your total campaign reach Digital readership is also in decline so investigate reaching your audience in other places online, for example banner ads are available on the more popular vlogger sites as are pre-rolls on You Tube Watch out for the new PAMCO research (the replacement for NRS), interactive metrics could add value and insight to your media planning
Consumer Magazine Market Update | August 2015 Page 15
10
CONSUMER MAGAZINE CIRCULATIONS
CONSUMER MAGAZINE CIRCULATIONS Women’s Weeklies – Digital takes a very small share of circs. A much smaller proportion of circulations (less than 1%) are generated from digital platforms, suggesting that these readers aren’t transitioning to the online/digital versions of these publications. Instead, they are opting to consume this content through alternative online sources, such as Twitter, Instagram or the Huffington Post. Digital circulations also declined -3% this period, albeit not as harshly as print copies, down 10%. The biggest losses were seen for OK Magazine, -32% PoP (with -26% on digital alone). Stylist, the only free distribution title, continued to outperform the market, with a modest 1% growth, the only title to see an increase this period. Woman’s Weeklies Jan-Jun’15
Digital
Print & Digital Total
Digital % of Total
Circulations
% PoP
Circulations
% PoP
Circulations
% PoP
Take A Break
608,743
-6%
-
-
608,743
-6%
-
Stylist
403,200
+1%
-
-
403,200
+1%
-
Woman’s Weekly
296,317
-4%
476
+8%
296,793
-4%
0.2%
Closer
281,136
-6%
2,472
+99%
283,608
-5%
0.9%
Chat
273,434
-9%
1,154
-14%
274,588
-9%
0.4%
Hello
256,541
-5%
4,792
+14%
261,333
-4%
1.8%
New!
247,735
-16%
3,561
-21%
251,296
-17%
1.4%
Woman
246,533
-2%
870
-9%
247,403
-2%
0.4%
That’s Life!
241,289
-8%
-
-
241,289
-8%
-
Woman’s Own
208,158
-5%
764
-4%
208,922
-5%
0.4%
OK
195,017
-32%
4,998
-26%
200,015
-32%
2.5%
Bella
187,095
-6%
-
-
187,095
-6%
-
Heat
183,220
-10%
2,135
+80%
185,355
-10%
1.2%
Best
170,877
-12%
350
+57%
171,227
-12%
0.2%
Real People
156,100
-11%
378
+14%
156,478
-11%
0.2%
Star
147,460
-22%
930
-30%
148,390
-22%
0.6%
Pick Me Up
143,373
-10%
527
-13%
143,900
-10%
0.4%
Grazia
139,137
-7%
4,681
+12%
143,818
-7%
3.3%
Take A Break Series
141,647
-18%
-
-
141,647
-18%
-
Now
139,152
-14%
1,137
-30%
140,289
-14%
0.8%
Reveal
132,134
-17%
954
-16%
133,088
-17%
0.7%
Look
129,624
-15%
2,274
-16%
131,898
-15%
1.7%
My Weekly
103,137
-3%
-
-
103,137
-3%
-
5,031,059
-10%
32,453
-3%
5,063,512
-9%
0.6%
TOTAL
Consumer Magazine Market Update | August 2015 Page 17
CONSUMER MAGAZINE CIRCULATIONS Woman’s Lifestyle – Circs down 4%, but mixed results by title Some titles have managed to hold their circulations well this period; Women’s Health managed to post an increase of +6%, but then saw heavy losses on their digital distribution (-27%). ASOS magazine still leads the way in terms of total circulation, despite no digital counterpart, but print circulations still in decline at an average -4%. Some titles delivered relatively high proportions of circulations online, with Vanity Fair and Psychologies performing particularly well at 7.7% and 5.2% respectively. Both saw an increase in their digital circs, but again not enough to offset the loss of print. Tatler seem to be benefitting from their TV documentary series as there has been no decline to their print circulations, deviating from the norm of their category which stands at -4% overall. Woman’s Lifestyle Jan-Jun’15
Digital
Print & Digital Total
Digital % of Total
Circulations
% PoP
Circulations
% PoP
Circulations
% PoP
ASOS
465,768
-4%
-
-
465,768
-4%
-
Good Housekeeping
400,647
-4%
3,558
-
404,205
-4%
0.9%
Glamour
366,068
-9%
3,944
+13%
370,012
-9%
1.1%
Woman & Home
326,417
-6%
3,990
-18%
330,407
-6%
1.2%
Prima
263,273
-1%
882
-4%
264,155
-1%
0.3%
Cosmopolitan
253,543
1%
4,905
+27%
258,448
+0%
1.9%
People’s Friend
214,414
-5%
400
-11%
214,814
-5%
0.2%
Vogue
191,659
+0%
8,399
+11%
200,058
-0%
4.2%
Red
184,922
-2%
3,922
-2%
188,844
-2%
2.1%
Marie Claire
183,936
-6%
2,074
+3%
186,010
-6%
1.1%
Elle
160,232
+1%
3,849
+2%
164,081
+0%
2.3%
InStyle
148,932
-1%
1,235
-8%
150,167
-1%
0.8%
Women’s Health
119,479
+6%
5,261
-27%
124,740
+6%
4.2%
Candis
121,918
-9%
-
2%
121,918
-9%
-
Harpers Bazaar
103,288
-5%
2,801
-
106,089
-5%
2.6%
Essentials
103,408
-4%
789
+11%
104,197
-4%
0.8%
Vanity Fair
81,192
-1%
6,817
+6%
88,009
-2%
7.7%
Tatler
82,136
+0%
2,247
-12%
84,383
+0%
2.7%
Psychologies
59,904
-6%
3,208
+5%
63,112
-5%
5.1%
Spirit & Destiny
34,723
-12%
-
+36%
34,723
-12%
-
WM
19,554
-3%
-
-
19,554
-3%
-
3,885,413
-4%
58,281
-2%
3,943,694
-4%
1.5%
TOTAL
Consumer Magazine Market Update | August 2015 Page 18
CONSUMER MAGAZINE CIRCULATIONS Men’s Magazines – Market dominated by free titles Shortlist and Sport dominate this category, taking well over half of all the circulations between them. Both titles also bucked the trend of the market and posted modest growth, but it’s worth bearing in mind they are both free publications. Traditional ‘lads mags’ Zoo and FHM both saw huge losses in print, but big gains in digital circulations this period. This could be a sign that men are looking to consume this content in a more ‘discrete’ way, although total figures for both publications remain in decline. Men’s Magazines
Digital
Print & Digital Total
Digital % of Total
Jan-Jun’15
Circulations
% PoP
Circulations
% PoP
Circulations
% PoP
ShortList
502,267
+0%
-
-
502,267
+0%
-
Sport
304,401
+1%
-
-
304,401
+1%
-
Men’s Health
184,788
-3%
9,113
-4%
193,901
-3%
4.7%
GQ
109,785
-2%
11,300
-10%
121,085
-3%
9.3%
FHM
66,694
-12%
5,486
+62%
72,180
-9%
7.6%
Esquire
51,304
-3%
5,195
-8%
56,499
-4%
9.2%
Square Mile
59,612
+4%
-
-
59,612
+4%
-
Wired UK
46,365
+1%
7,692
-8%
54,057
+0%
14.2%
Men’s Fitness
37,803
-17%
-
-
37,803
-17%
-
Zoo
24,430
-20%
3,214
+62%
27,644
-15%
11.6%
TOTAL
1,387,449
-2%
42,000
+2%
1,429,449
-2%
2.9%
Consumer Magazine Market Update | August 2015 Page 19
CONSUMER MAGAZINE CIRCULATIONS TV / Radio Guides – Growth in digital circulations Category posted healthy growth in digital circulations, but in every case this was not enough to outweigh the loss of print copies. Despite this increase, digital remains only a tiny proportion of circulations for these titles at 0.2% for the category as a whole, indicating readers are using other online sources, or EPG’s to guide their TV / Radio choices. TV Choice was the only title to report growth, with circulations up 1% through print. TV / Radio Guides
Digital
Print & Digital Total
Digital % of Total
Jan-Jun’15
Circulations
% PoP
Circulations
% PoP
Circulations
% PoP
TV Choice
1,276,045
1%
-
-
1,276,045
1%
-
What’s On TV
1,013,702
-4%
2,160
+10%
1,015,862
-4%
0.2%
Radio Times
712,927
-9%
-
-
712,927
-9%
-
TV Times
212,869
-10%
315
+15%
213,184
-10%
0.1%
TV & Satellite Week
137,232
-5%
1,072
+3%
138,304
-5%
0.8%
Inside Soap
122,230
-7%
2,225
+12%
124,455
-7%
1.8%
Total TV Guide
108,851
-3%
-
-
108,851
-3%
-
Soaplife
50,917
-6%
511
+38%
51,428
-6%
1.0%
All About Soap
42,773
-17%
512
+17%
43,285
-16%
1.2%
TOTAL
3,677,546
-4%
6,795
+12%
3,684,341
-4%
0.2%
Consumer Magazine Market Update | August 2015 Page 20
CONSUMER MAGAZINE CIRCULATIONS Home Interest – Gardeners World the category winner Gardeners World posted double digit growth in both print and digital circulations this period to reach nearly 210k copies. As a whole there is growth in the digital arena (+4% PoP) however, digital still remains a very small proportion of all circulations at just 1.6%. This category has faired better in holding their circulations than the market as a whole, meaning CPT increases won’t be as severe. Home Interest
Digital
Print & Digital Total
Jan-Jun’15
Circulations
% PoP
Circulations
% PoP
Circulations
% PoP
Digital % of Total
The Garden
391,654
+2%
-
-
391,654
+2%
-
Gardeners World
206,168
+14%
2,780
+23%
208,948
+14%
1.3%
Ideal Home
172,991
-7%
1,851
-5%
174,842
-7%
1.1%
Country Living
165,996
-8%
2,804
+13%
168,800
-8%
1.7%
Your Home
119,621
+0%
866
-4%
120,487
+0%
0.7%
House & Garden
111,261
-3%
1,786
+7%
113,047
-3%
1.6%
House Beautiful
110,884
-9%
1,143
+6%
112,027
-9%
1.0%
Homes & Gardens
102,680
-9%
2,127
-1%
104,807
-9%
2.0%
Style at Home
96,886
-3%
1,025
-11%
97,911
-3%
1.0%
Living etc
84,328
-4%
4,285
+4%
88,613
-4%
4.8%
82,569
-6%
2,453
+22%
85,022
-5%
2.9%
80,280
-11%
1,279
+8%
81,559
-11%
1.6%
Elle Decoration
61,712
-5%
4,694
-5%
66,406
-5%
7.1%
World of Interiors
56,725
-0%
1,341
+7%
58,066
+0%
2.3%
Garden News
40,084
+14%
-
-
40,084
+14%
-
Grand Designs
29,526
-4%
3,323
-1%
32,849
-3%
10.1%
Garden Answers
22,607
+17%
-
-
22,607
+17%
-
TOTAL
1,935,972
-2%
31,757
+4%
1,967,729
-2%
1.6%
Country Homes & Interiors 25 Beautiful Homes
Consumer Magazine Market Update | August 2015 Page 21
CONSUMER MAGAZINE CIRCULATIONS Film & Music – Growth in digital circulations Digital represents a high proportion of circulations for the Film & Music category, at nearly 5% vs a market average of less than 2%. Despite this growth, as with other categories, this is still not sufficient to offset print loss. Empire magazine was the only title to post increases in its print distribution, up 2% PoP. No circulations reported for NME this period but it is moving to a free publication from September ‘15, increasing circulation substantially to 300,000 copies (up from 15k) making it the largest Music/Film magazine in the market with more than twice the circulation of Empire (but still significantly lower than Shortlist at c.500k). Copies will be distributed at Universities, HMV & Top Shop stores, rail/tube stations and live gig venues across the country in a bid to engage a younger 16-34 audience, having the highest hand-to-hand rate of any free publication. Film & Music Jan-Jun’15
Digital
Print & Digital Total
Digital % of Total
Circulations
% PoP
Circulations
% PoP
Circulations
% PoP
Empire
133,210
+2%
11,625
-2%
142,402
+2%
7.9%
Mojo
67,314
-5%
-
-
70,693
-5%
-
Uncut
47,522
-8%
1,809
+14%
53,282
-7%
4.2%
Q
41,103
-14%
2,383
+21%
50,161
-12%
6.6%
Kerrang!
27,667
-9%
-
-
30,300
-9%
-
331,021
-4%
15,817
+4%
346,838
-4%
4.9%
TOTAL
Consumer Magazine Market Update | August 2015 Page 22
CONSUMER MAGAZINE CIRCULATIONS Food / Store Mags – Top 4 titles posted growth through print Digital is not a big arena for this category, with so many options for shopping or recipe ideas available on the web readers are not migrating over to the publishers’ online editions. However, this category remains strong in terms of growth with print circulations up 2%, bucking the trend of the overall market. Asda (another free title) is the winner in this category, reporting 7% growth and taking one of the largest circulations of any magazine title. Food / Store Mags Jan-Jun’15
Digital
Print & Digital Total
Digital % of Total
Circulations
% PoP
Circulations
% PoP
Circulations
% PoP
2,109,560
+7%
-
-
2,109,560
+7%
-
1,956,313
+0%
-
-
1,956,313
+0%
-
693,179
+1%
-
-
693,179
+1%
-
539,437
+11%
10,970
-6%
550,407
+11%
2.4%
489,212
-2%
-
-
489,212
-2%
-
218,034
-5%
-
-
218,034
-5%
-
Good Food
209,847
-12%
10,258
-5%
220,105
-12%
4.5%
Delicious
58,006
-10%
-
-
58,006
-10%
-
Jamie Oliver
47,083
-3%
3,011
-16%
50,094
-4%
7.4%
Olive
38,031
-14%
3,095
+35%
41,126
-11%
5.2%
Easy Cook
32,168
-19%
1,874
+64%
34,042
-17%
2.9%
Home Cooking Series
20,377
-23%
-
-
20,377
-23%
-
Eat In
17,826
+5%
-
-
17,826
+5%
-
6,429,0783
+2%
29,208
-1%
6,458,281
+2%
0.5%
Asda Magazine Tesco Magazine Waitrose Kitchen Slimming World John Lewis Edition Sainsbury’s Magazine
TOTAL
Consumer Magazine Market Update | August 2015 Page 23
CONSUMER MAGAZINE CIRCULATIONS Motoring Titles – Relatively high proportions of digital circulations Motoring publications take one of the highest proportions of digital circulations at 6% vs a market average of 1.9%. All titles tracked for digital circulations reported increases this period, but not enough to offset the loss of print readers, who are possibly turning to other online only sources such as Gumtree, or carbuyer.co.uk. Auto Trader continue to decline to report their circulations. Top Gear remains the dominant publication, despite heavy losses in print circulations this period. Fortunes might be reversed when the new-look Top Gear TV show launches later this year. Motoring Titles
Digital
Print & Digital Total
Digital % of Total
Jan-Jun’15
Circulations
% PoP
Circulations
% PoP
Circulations
% PoP
Top Gear
119,102
-9%
14,562
+3%
133,664
-8%
10.9%
Auto Express
45,312
-2%
-
-
45,312
-2%
-
EVO
42,749
-10%
-
-
42,749
-10%
-
Octane
37,781
+3%
1,479
+6%
39,260
+3%
3.8%
Land Rover Monthly
20,499
+1%
1,094
+7%
21,593
+1%
5.1%
264,443
-6%
17,135
+4%
282,578
-5%
6.1%
TOTAL
Consumer Magazine Market Update | August 2015 Page 24
AUTHORS Donna Malone Senior Partner
Anna Kourt Head of Press
ABOUT EBIQUITY Ebiquity provides independent data-driven insights to help the international media and marketing community make better-informed decisions and improve marketing performance. ebiquity.com ebiquityopinion.com @ebiquityglobal enquiries@ebiquity.com
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Eleanor Beer Account Manager