Press Market Update Feb 2015

Page 1

Press Market Update ABC data released 11th February 2016

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CONTENTS

Thoughts on the magazine market Introduction Sector Observations

The implications of the rise of ‘free space’ in national print Press Market Update - Free Space/Owed Value

Consumer magazines digital and print circulation changes – in detail Women’s Weeklies Women’s Lifestyle Men’s Magazines TV / Radio Guides Home Interest Film & Music Mags Food & Store Mags Motoring Titles

Press Market Update | February 2016 Page 2

3 4 5

7 8

11 12 13 14 15 16 17 18 19


THOUGHTS ON THE MAGAZINE MARKET Featured Analysis from Eleanor Beer, Account Manager, Ebiquity Media Auditing UK


THOUGHTS ON THE MAGAZINE MARKET INTRODUCTION Welcome to our update on circulations, readership, investment and all things interesting in the press market. 2015 has been a time for change in the magazine world, with agencies starting to align their print and digital press buying, publishers starting to get to grips with cross-platform selling and everyone trying to come up with new and inventive ways to attract and maintain audiences. There have been some notable changes in the magazine market this period including NME moving to a free distribution model (we are yet to see the new circulation figures however), and the end of the ‘lads mag’ era which dominated magazine publishing back in the 90s and early 00s with the closures of both FHM and Zoo, although this seems to have been a long time coming. The changes in the marketplace reflect the overall trend of declining sales as publishers seek new ways to attract audiences, or simply resort to closures.

ABC Consumer Magazine Circulations : Jul-Dec’15 Circulations % PoP

5

2 2

2

0

2 2

0

-5

0

-1 -1 -1

-10

0 -1

-1 -1 -3 -3

-2

-8

-9

-11

-15

-1 0

-12 -16

-20

Women's Women's Men's TV & Radio Home Weeklies Lifestyle Magazines Guides Interest Total Circs.

Print Circs.

Film & Music

Food / Store Mags

Motoring Mags

Digital Circs.

Source: MediaTel / ABC

Over Jul-Dec’15 digital circulations for magazine titles declined significantly in most categories, with TV & Radio Guides suffering particularly heavy losses at -16% overall. This suggests that the general consensus that readers are transitioning to digital platforms is largely untrue. Instead they are opting to consume magazine media through different online sources and here lies the challenge for publishers in the immediate future, how to retain readers through improving brand loyalty. You’ll also see above how little an effect the change in digital has on the overall circulations. Digital remains a very small proportion of the overall circulations at just 2% across the entire magazine market.

Press Market Update | February 2016 Page 4


THOUGHTS ON THE MAGAZINE MARKET SECTOR OBSERVATIONS Women’s Weeklies – Circulations -1% PoP  

Only a -1% decrease this period across both print and digital platforms shows the decline in circulations is slowing, previously -9% PoP over Jan-Jun’15. Print and digital declined at the same rate hinting that this audience is not transitioning onto the titles’ online versions, but rather preferring to consume this content through alternative online sources such as social platforms. A very small proportion of the total circulations continue to be generated from digital, less than 1% on average, but with varying degrees by title (OK and Grazia lead the way with 2% and 3% from digital respectively). OK! was the clear winner, posting circulation increases of +38%, largely driven by strong increases in print.

Women’s Lifestyle – Circulations +2% PoP 

Many of the titles across this category saw a decline in circulations PoP, however Cosmopolitan stands out with a massive +58% increase in its print circulations, now ranked 3rd overall, up from 10th the previous period. Overall, digital circulations declined -8%, with some big losses for Essentials, Woman & Home and Elle in particular, despite the category outperforming most of the market and increasing circulations by +2% overall. But some titles bucked the trend; Vogue & Instyle are clearly concentrating on their digital offerings, two of only 3 titles to increase digital circulations this period.

Men’s Magazines – Circulations PAR  

Two closures this period, FHM and Zoo, means the reign of the ‘lads mag’ is no more. Overall the category held its circulations (when excluding the closures of both FHM and Zoo, -7% including these titles), but digital posted large declines with no single title growing its sales from digital platforms this period. Despite the drop, digital circulations are more prominent in this category than others, with some titles posting significant digital shares, such as Wired with 14% of their sales generated through digital (vs a market average of 2%). Men’s Fitness suffered significant losses, posting a decline of -18% PoP and now only selling a mere 31k copies. Shortlist and Sport, the two free distribution titles, continue to dominate this category taking a 61% share of the total circulations.

TV / Radio Guides – Circulations -1% PoP  

The category was relatively stable overall, however saw a significant decline in digital circulations at -16% PoP, clearly outpaced by print performance at a marginal -1%. Digital remains a tiny proportion of the overall circulations at just 0.1% and with no single title posting over 2% of their circulations generated from digital readers are clearly opting to use other online sources, or EPG’s, to guide their TV / Radio choices. TV Choice remains the clear category leader with almost a 3rd of all circulations.

Press Market Update | February 2016 Page 5


THOUGHTS ON THE MAGAZINE MARKET Home Interest – Circulations -3% PoP 

For a category that has historically managed to hold circulations better than most others this period was relative doom and gloom for many titles, with the category down more than any other at -3% PoP. Only three titles posted increases with ‘The Garden’ in particular holding strong at +2%. Homes & Gardens saw a modest increase in print circulations at +3%, however lost out on their digital audiences with a whopping -20% decline. Grand Design’s, Elle Decoration and Living Etc are out performing the other titles on their digital offerings with relatively high proportions of circulations delivered through online platforms (8%, 6% and 5% respectively), despite some large declines PoP.

Film & Music – Circulations PAR 

This category bucked the trend of many others this period with an increase in digital circulations and much higher proportions of circulations delivered via online platforms, still only at 5%, across the entire market. Overall, circulations were in-line with the previous period, held up by good performances for Empire and Mojo. Q magazine performed particularly well in the digital arena, posting a +13% increase in online circulations whilst maintaining their overall distribution.

Food / Store Magazines – Circulations +2% PoP 

Asda rebranded as ‘Good Living’ magazine this period and remains the top title in the sector with an impressive circulation of 2m. But despite the rebrand circulations declined more steeply than any other title in the category at -3%. Good Living magazine was one of only 2 titles to post a decline (Tesco Magazine being the other), whilst there were some large increases for many other titles resulting in a strong period across the category. In general, food magazines outperformed the store magazines. Are reader’s tired of sifting through endless recipe ideas on social platforms and instead are turning to ‘reliable’ sources? John Lewis Edition won the print race posting a +17% increase PoP, whilst Olive and Easy Cook continued to grow their digital circulations at +18% and +20% respectively, but online remains a relatively small percentage of the total sales.

Motoring Titles – Circulations -1% PoP  

Motoring publications continue to take one of the highest proportions of digital circulations at 6% vs a market average of 2%. All titles tracked for digital circulations posted declines this period, Top Gear suffered in particular, losing 10% of online circulations PoP. However all 3 of these titles managed to increase print distribution, albeit only marginally, bucking the trend we have seen for Motoring titles over the last few years. The decline in circulations overall has therefore slowed, now down just -1% (vs -5% previously).

Press Market Update | February 2016 Page 6


“THE IMPLICATIONS OF THE RISE OF ‘FREE SPACE’ IN NATIONAL PRINT” Featured Analysis from Shane O’Neill, Account Manager, Ebiquity Media Auditing UK


“THE IMPLICATIONS OF THE RISE OF ‘FREE SPACE’ IN NATIONAL PRINT”

PRESS MARKET UPDATE - FREE SPACE/OWED VALUE There has been an influx of “free” space into the national print market over the past year. Why is this? And what are the implications? The term “free” space itself is probably a misnomer. Agency print deals are constructed in such a way that guarantees a certain proportion of inventory to be free of charge; each of their clients could, in theory, have their fair share in this, thus negating the relative cost advantage. This practice of giving unpaid ad space has always been a bargaining chip in negotiations between print media owners and agencies, but towards the back end of 2014 and across 2015 we have seen an unprecedented share of total volume being traded as free, even exceeding 20% in Q3 ’15 (fig. 1). Proportion of "free" inventory in the market

% of total (£) value

25% 20% 15% 10%

19% 11%

5%

13%

16%

18%

21%

11%

0% Q1 '14

Q2 '14

Q3 '14

Q4 '14

Q1 '15

Q2 '15

Q3 '15

Figure 1. Source: Ebiquity

Historically, this practice has been commonplace for free-sheet titles such as the Metro & Evening Standard. Free space (or “owed value” as it’s often known) would be unlocked to agencies once certain spend thresholds were met or exceeded throughout the year. Over the past 18 months, titles in more traditional genres have followed suit. The average proportion of free space traded in Q1-3 2015 is up across all genres versus the same period in 2014 (fig. 2). Popular titles up from 9% to 15%, mid-market titles up from 11% to 19%, and quality titles up from 10% to 15%.

Press Market Update | February 2016 Page 8


“THE IMPLICATIONS OF THE RISE OF ‘FREE SPACE’ IN NATIONAL PRINT”

Free Sheet

% of total value as “Free”

25%

Popular

Mid Market

Quality

20% 15% 10%

23% 19%

18%

5%

15% 9%

11%

15%

10%

0% Q1-3 2014

Q1-3 2015

Figure 2. Source: Ebiquity

Why is this? There are a number of factors that could help explain this trend. For one, the medium’s reach continues to decline, and the retail sector is no longer propping it up to the degree it has done in the past. This has created a softer market where the buyer has more negotiating power than ever. On the opposite side of the equation, increasing the share of free space allows the media owner to add value to a deal while protecting their ‘paid’ rates from plummeting in parallel to circulations. This can then create a cyclical effect; more free space brings down market benchmark rates, thus necessitating the redemption of even more free space when it comes time to deliver on agency guarantees next time around.

What are the implications? Placement - Free space presents challenges too. Historically, much of the free space given out by media owners was placed further back in issue, so that the agency’s exit rate would improve, while the media owner could offload less premium inventory. As more free space has made its way into main deals, this effect looks to have diminished (see fig 3), with free inventory’s average positioning actually outperforming that of paid space across 2015. However, paid space can still be seen to get better placement in a couple of titles, so this is definitely something worth monitoring closely.

Press Market Update | February 2016 Page 9


“THE IMPLICATIONS OF THE RISE OF ‘FREE SPACE’ IN NATIONAL PRINT”

"Free" Space

Average % Distance into Issue

30.0%

Paid

25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015

Figure 3. Source: Ebiquity

Phasing - As well as the quality of placement, this trading model can have implications for campaign phasing. It is entirely conceivable that an agency could quietly increase the GRP weight of a press campaign in its final days or weeks/in order to get more of this ‘owed value’ away, thus driving a lower overall exit rate hitting their guarantee. It’s one thing to say a full page is worth £20,000 but if there was no strategic imperative guiding this buy, can you really claim the value of the page to be as much? Transparency - Newsbrands no longer trade their digital inventory in isolation. The proliferation of unified print & online sales teams suggests cross-platform deals and packages will continue to become more prominent. As always, the more tailored and complex such deals become, the easier it is to move spend and value around. Free pages in the print edition may be coming at the expense of premiums paid for tablet editions or bespoke digital elements, where benchmarks are not as readily available (or which may not be audited or bonused upon).

What does the marketer need to do? 

Make certain that you’re getting your fair share

Ensure that this “owed value” is redeemed effectively (at the right time, in the right title)

Monitor the quality of placement

Check that this “free” inventory is not being paid for elsewhere!

Press Market Update | February 2016 Page 10


CONSUMER MAGAZINE CIRCULATIONS


CONSUMER MAGAZINE CIRCULATIONS Women’s Weeklies – Decline in circulations is slowing Only a -1% decrease this period across both print and digital platforms shows the decline in circulations is slowing, previously -9% PoP over Jan-Jun’15. Print and digital declined at the same rate hinting that this audience is not transitioning onto the titles’ online versions, but rather preferring to consume this content through alternative online sources such as social platforms. A very small proportion of the total circulations continue to be generated from digital, less than 1% on average, but with varying degrees by title (OK and Grazia lead the way with 2% and 3% from digital respectively). OK! was the clear winner, posting circulation increases of +38%, largely driven by strong increases in print. Woman’s Weeklies Jul-Dec’15

Circulations

% PoP

Circulations

% PoP

Circulations

% PoP

Digital % of Total

Take A Break

589,495

-3%

-

-

589,495

-3%

-

Stylist

404,014

0%

-

-

404,014

0%

-

Woman’s Weekly

293,352

-1%

366

-23%

293,718

-1%

0.1

OK

270,260

39%

5,505

10%

275,765

38%

2.0

Print

Digital

Print & Digital Total

Chat

269,847

-1%

860

-25%

270,707

-1%

0.3

HELLO!

262,282

2%

5,017

5%

267,299

2%

1.9

Closer

263,725

-6%

2,644

7%

266,369

-6%

1.0

New! Magazine

242,934

-2%

4,028

13%

246,962

-2%

1.6

Woman

230,148

-7%

644

-26%

230,792

-7%

0.3

That’s Life!

230,731

-4%

-

-

230,731

-4%

-

Woman’s Own

200,166

-4%

619

-19%

200,785

-4%

0.3

Bella

183,700

-2%

-

-

183,700

-2%

-

Best

164,687

-4%

283

-19%

164,970

-4%

0.2

Heat

161,213

-12%

2,179

2%

163,392

-12%

1.3

Take a Break Series

158,658

12%

-

-

158,658

12%

-

Real People

156,048

-0%

344

-9%

156,392

-0%

0.2

Star

147,370

-0%

1,368

47%

148,738

0%

0.9

Pick Me Up

145,345

1%

428

-19%

145,773

1%

0.3

Grazia

134,436

-3%

4,556

-3%

138,992

-3%

3.3

Now

126,194

-9%

727

-36%

126,921

-10%

0.6

Reveal

122,190

-8%

796

-17%

122,986

-8%

0.6

Look

114,141

-12%

1,883

-17%

116,024

-12%

1.6

My Weekly

103,321

0%

-

-

103,321

0%

-

TOTAL

4,974,257

-1%

32,247

-1%

5,006,504

-1%

0.6%

Press Market Update | February 2016 Page 12


CONSUMER MAGAZINE CIRCULATIONS Women’s Lifestyle – Circulations are growing, but digital declining Many of the titles across this category saw a decline in circulations PoP, however Cosmopolitan stands out with a massive +58% increase in its print circulations, now ranked 3rd overall, up from 10th the previous period. Overall, digital circulations declined -8%, with some big losses for Essentials, Woman & Home and Elle in particular, despite the category outperforming most of the market and increasing circulations by +2% overall. But some titles bucked the trend; Vogue & Instyle are clearly concentrating on their digital offerings, two of only 3 titles to increase digital circulations this period. Woman’s Lifestyle

Print

Digital

Print & Digital Total

Digital % of Total

Jul-Dec’15

Circulations

% PoP

Circulations

% PoP

Circulations

% PoP

ASOS

454,797

-2%

-

-

454,797

-2%

-

Good Housekeeping

406,420

1%

3,276

-8%

409,696

1%

0.8

Cosmopolitan

401,090

58%

4,218

-14%

405,308

57%

1.0

Glamour

346,721

-5%

3,310

-16%

350,031

-5%

0.9

Woman & Home

333,239

2%

2,953

-26%

336,192

2%

0.9

Prima

252,651

-4%

790

-10%

253,441

-4%

0.3

Peoples Friend

211,048

-2%

-

-

211,048

-2%

-

Vogue

185,394

-3%

9,616

14%

195,010

-3%

4.9

Red

183,045

-1%

3,450

-12%

186,495

-1%

1.8

Marie Claire

175,302

-5%

1,815

-12%

177,117

-5%

1.0

Elle

161,560

1%

3,167

-18%

164,727

0%

1.9

InStyle

148,100

-1%

1,307

6%

149,407

-1%

0.9

Womens Health

120,951

1%

4,598

-13%

125,549

1%

3.7

Candis

112,392

-8%

-

-

112,392

-8%

-

Harpers Bazaar

107,803

4%

2,491

-11%

110,294

4%

2.3

Essentials

88,440

-14%

628

-20%

89,068

-15%

0.7

Tatler

82,237

0%

2,175

-3%

84,412

0%

2.6

Vanity Fair

73,772

-9%

6,236

-9%

80,008

-9%

7.8

Pstchologies

65,880

10%

3,528

10%

69,408

10%

5.1

Spirit & Destiny

36,279

4%

-

-

36,279

4%

-

WM

19,998

2%

-

-

19,998

2%

-

TOTAL

3,967,119

+2%

53,558

-8%

4,020,677

+2%

1.3%

Press Market Update | February 2016 Page 13


CONSUMER MAGAZINE CIRCULATIONS Men’s Magazines – Print circulations relatively stable Two closures this period, FHM and Zoo, means the reign of the ‘lads mag’ is no more. Overall the category held its circulations (when excluding the closures of both FHM and Zoo, -7% including these titles), but digital posted large declines with no single title growing its sales from digital platforms this period. Despite the drop, digital circulations are more prominent in this category than others, with some titles posting significant digital shares, such as Wired with 14% of their sales generated through digital (vs a market average of 2%). Men’s Fitness suffered significant losses, posting a decline of -18% PoP and now only selling a mere 31k copies. Shortlist and Sport, the two free distribution titles, continue to dominate this category taking a 61% share of the total circulations. Men’s Magazines

Print

Digital

Print & Digital Total

Digital % of Total

Jul-Dec’15

Circulations

% PoP

Circulations

% PoP

Circulations

% PoP

ShortList

505,562

1%

-

-

505,562

1%

-

Sport

304,899

0%

-

-

304,899

0%

-

Men’s Health

187,427

1%

7,255

-20%

194,682

0%

3.7

GQ

109,536

-0%

10,475

-7%

120,011

-1%

8.7

Square Mile Magazine

59,376

-0%

-

-

59,376

-0%

-

Esquire

54,180

6%

4,498

-13%

58,678

4%

7.7

Wired UK

46,518

0%

7,542

-2%

54,060

0%

14.0

Men’s Fitness

30,998

-18%

-

-

30,998

-18%

-

TOTAL

1,298,496

+0%

29,770

-11%

1,328,266

-0.1%

2.2%

Press Market Update | February 2016 Page 14


CONSUMER MAGAZINE CIRCULATIONS TV / Radio Guides – Large declines in digital circulations The category was relatively stable overall, however saw a significant decline in digital circulations at -16% PoP, clearly outpaced by print performance at a marginal -1%. Digital remains a tiny proportion of the overall circulations at just 0.1% and with no single title posting over 2% of their circulations generated from digital readers are clearly opting to use other online sources, or EPG’s, to guide their TV / Radio choices. TV Choice remains the clear category leader with almost a 3rd of all circulations. TV / Radio Guides

Print

Digital

Print & Digital Total

Digital % of Total

Jul-Dec’15

Circulations

% PoP

Circulations

% PoP

Circulations

% PoP

TV Choice What’s On TV Radio Times Time Out London TV Times TV & Satellite Week Inside Soap Total TV Guide Soaplife All About Soap

1,268,265

-1%

-

-

1,268,265

-1%

-

995,600

-2%

1,560

-28%

997,160

-2%

0.2

732,765

3%

-

-

732,765

3%

-

308,995

0%

-

-

308,995

0%

-

219,995

3%

287

-9%

220,282

3%

0.1

133,003

-3%

896

-16%

133,899

-3%

0.7

115,468

-6%

2,071

-7%

117,539

-6%

1.8

106,284

-2%

-

-

106,284

-2%

-

48,778

-4%

473

-7%

49,251

-4%

1.0

34,232

-20%

446

-13%

34,678

-20%

1.3

TOTAL

3,963,385

-1%

5,733

-16%

3,969,118

-1%

0.1%

Press Market Update | February 2016 Page 15


CONSUMER MAGAZINE CIRCULATIONS Home Interest – Decline in digital circulations outpaces print For a category that has historically managed to hold circulations better than most others this period was relative doom and gloom for many titles, with the category down more than any other at -3% PoP. Only three titles posted increases with ‘The Garden’ in particular holding strong at +2%. Homes & Gardens saw a modest increase in print circulations at +3%, however lost out on their digital audiences with a whopping -20% decline. Grand Design’s, Elle Decoration and Living Etc are out performing the other titles on their digital offerings with relatively high proportions of circulations delivered through online platforms (8%, 6% and 5% respectively), despite some large declines PoP.

Home Interest

Print

Digital

Print & Digital Total

Digital % of Total

Jul-Dec’15

Circulations

% PoP

Circulations

% PoP

Circulations

% PoP

The Garden

398,893

2%

-

-

398,893

2%

-

Gardeners World

175,739

-15%

2,993

8%

178,732

-14%

1.7

Ideal Home

170,567

-1%

1,156

-38%

171,723

-2%

0.7

Country Living

165,366

-0%

2,626

-6%

167,992

-0%

1.6

Your Home

114,338

-4%

808

-7%

115,146

-4%

0.7

111,266

0%

1,789

0%

113,055

0%

1.6

107,413

-3%

1,016

-11%

108,429

-3%

0.9

105,715

3%

1,703

-20%

107,418

2%

1.6

Style at Home

90,518

-7%

910

-11%

91,428

-7%

1.0

Living etc

77,284

-8%

3,829

-11%

81,113

-8%

4.7

78,951

-4%

1,851

-25%

80,802

-5%

2.3

76,428

-5%

1,271

-1%

77,699

-5%

1.6

62,667

2%

4,311

-8%

66,978

1%

6.4

56,690

-0%

1,391

4%

58,081

0%

2.4

36,952

-8%

-

-

36,952

-8%

-

27,631

-6%

2,395

-28%

30,026

-9%

8.0

19,782

-12%

-

-

19,782

-12%

-

1,876,200

-3%

28,049

-12%

1,904,249

-3%

1.5%

House & Garden House Beautiful Homes & Gardens

Country Homes & Interiors 25 Beautiful Homes Elle Decoration World Of Interiors Garden News Grand Designs Garden Answers TOTAL

Press Market Update | February 2016 Page 16


CONSUMER MAGAZINE CIRCULATIONS Film & Music – Digital circulations increasing This category bucked the trend of many others this period with an increase in digital circulations and much higher proportions of circulations delivered via online platforms, still only at 5%, across the entire market. Overall, circulations were in-line with the previous period, held up by good performances for Empire and Mojo. Q magazine performed particularly well in the digital arena, posting a +13% increase in online circulations whilst maintaining their overall distribution. NME moved to free distribution in September 2015, but ABC are yet to report on their circulations. Film & Music

Print

Digital

Print & Digital Total

Digital % of Total

Jul-Dec’15

Circulations

% PoP

Circulations

% PoP

Circulations

% PoP

Empire

133,670

0%

11,513

1%

145,183

0%

7.9

Mojo

70,445

5%

-

-

70,445

5%

-

Uncut

45,926

-3%

1,964

-5%

47,890

-3%

4.1

Q Magazine

40,788

-1%

3,262

13%

44,050

0%

7.4

Kerrang!

24,207

-13%

-

-

24,207

-13%

-

TOTAL

315,036

-1%

16,739

+2%

331,775

0%

5.0

Press Market Update | February 2016 Page 17


CONSUMER MAGAZINE CIRCULATIONS Food / Store Mags – A strong period for the majority of titles Asda rebranded as ‘Good Living’ magazine this period and remains the top title in the sector with an impressive circulation of 2m. But despite the rebrand circulations declined more steeply than any other title in the category at -3%. Good Living magazine was one of only 2 titles to post a decline (Tesco Magazine being the other), whilst there were some large increases for many other titles resulting in a strong period across the category. In general, food magazines outperformed the store magazines. Are reader’s tired of sifting through endless recipe ideas on social platforms and instead are turning to ‘reliable’ sources? John Lewis Edition won the print race posting a +17% increase PoP, whilst Olive and Easy Cook continued to grow their digital circulations at +18% and +20% respectively, but online remains a relatively small percentage of the total sales. Food / Store Mags

Print

Digital

Print & Digital Total

Digital % of Total

Jul-Dec’15

Circulations

% PoP

Circulations

% PoP

Circulations

% PoP

Good Living

2,042,940

-3%

-

-

2,042,940

-3%

-

1,955,811

-0%

-

-

1,955,811

-0%

-

694,667

0%

-

-

694,667

0%

-

606,767

12%

10,074

-8%

616,841

12%

1.6

572,380

17%

-

-

572,380

17%

-

223,517

7%

10,437

2%

233,954

6%

4.5

226,924

4%

-

-

226,924

4%

-

118,656

4%

-

-

118,656

4%

-

60,221

4%

-

-

60,221

4%

-

50,348

7%

2,343

-22%

52,691

5%

4.4

37,637 33,790

-1% 5%

3,637 2,256

18% 20%

41,274 36,046

0% 6%

8.8 6.3

22,469

10%

-

-

22,469

10%

-

17,833

0%

-

-

17,833

0%

-

6,692,707

2%

28,747

-2%

6,663,960

2%

0.4

Tesco Magazine Waitrose Food Slimming World Magazine John Lewis Edition Good Food Sainsbury's Magazine Weight Watchers Delicious Jamie Oliver Magazine Olive Easy Cook Home Cooking Series Eat In TOTAL

Press Market Update | February 2016 Page 18


CONSUMER MAGAZINE CIRCULATIONS Motoring Titles – Digital circulations suffered this period Motoring publications continue to take one of the highest proportions of digital circulations at 6% vs a market average of 2%. All titles tracked for digital circulations posted declines this period, Top Gear suffered in particular, losing 10% of online circulations PoP. However all 3 of these titles managed to increase print distribution, albeit only marginally, bucking the trend we have seen for Motoring titles over the last few years. The decline in circulations overall has therefore slowed, now down just -1% (vs -5% previously). Motoring Titles

Print

Digital

Print & Digital Total

Digital % of Total

Jul-Dec’15

Circulations

% PoP

Circulations

% PoP

Circulations

% PoP

Top Gear

120,005

1%

13,158

-10%

133,163

-0%

9.9

Auto Express

45,150

-0%

-

-

45,150

-0%

-

EVO

40,215

-6%

-

-

40,215

-6%

-

Octane

37,905

0%

1,466

-1%

39,371

0%

3.7

Land Rover Monthly

21,107

3%

968

-12%

22,075

2%

4.4

TOTAL

264,382

-0%

15,592

-9%

279,974

-1%

5.6

Press Market Update | February 2016 Page 19



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