Ebiquity Consumer Magazine Market Update - August 2015

Page 1

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

Print

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

Print

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

Print

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

Print

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

Print

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

Print

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

Print

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

Print

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

Page 12 - Ebiquity UK Market Forecasts 2015 Copyright Š Ebiquity plc 2015

Eleanor Beer Account Manager


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