Magazine ABC Results • Easy Living post an impressive PoP increase of 22.5% after revamp •Traditional Women’s Weeklies fare much better than their less fortunate younger stable mates. •TV Listings continue to deliver, maintaining gold, silver and bronze in Actively Headlines Purchased figures. •Motors continue to stall with the exception of Car magazine. •Home really is where the heart is, as the sector yet again enjoys a healthy set of ABCs. •Celeb results reveal a falling Star and a not so happy ending after last year’s fairy tale wedding. •Commitment yet again is a problem in the Men’s market in terms of loyalty and putting their hands in their pockets! •Tablet versions of the magazines continue to grow. January- June 2012 Figures are Actively Purchased, year on year (YOY) and period on period (PoP)
Women’s Monthlies Managing to maintain its circulation PoP Glamour remains top of the sector despite a YoY decline of over 12%. Rival title Cosmopolitan has revealed another disappointing set of figures, declining by 8.2% YoY and proving its fall behind Woman & Home at the last ABCs was more than a blip. Hearst flagship title Good Housekeeping maintains in second position with a small YoY decline of 5.1%. Both W&H and GH have held on to the majority of their Jan – June 2012 P on P % Y on Y % subscriptions YoY, showing that the declines are not Glamour 428,514 +0.2 -12.5 coming from loyal readers. Good Housekeeping 393,147 -8.9 -5.1 Woman & Home 335,101 -7.5 -4.9 Other titles in the more ‘mature’ category have also shown promising figures. Yours has remained flat, Cosmopolitan 298,221 -6.4 -8.2 however has increased subscriptions by 6% YoY. Red Yours 258,924 -0.8 -1.9 also increased its subs base by 14% despite a decline Red 207,713 -2.4 -2.5 of 2.5%. Easy Living’s revamp and publicity seems to Easy Living 155,624 +22.5 +7.2 have paid off as it boasts an increase of 22.5% PoP! Elle 147,775 -0.7 0 Unfortunately the same cannot be said for younger title Company 139,488 -24.2 -20.9 Companys new look, after posting a double digit decline. Aspiration continues to rule, as titles such as Vogue, Elle and Harpers all maintain their fashionista readers.Women’s Weeklies Overall this has been one of the worst hit sectors with a YoY decline of 11%. Take a Break maintains its leading position, circulating more than double that of its closest rival. Publishing Director Andy Brooks believes this strong position has been maintained due to investment into the title and TV advertising throughout the early part of the year. At the other end of the market, some of the smaller Jan- June 2012 P on P % Y on Y % titles have revealed that they have struggled in this Take A Break 780,125 -0.4 -2.2 period. Pick Me Up and Love It have posted YoY Chat 356,638 -1.7 -6.3 declines of nearly 20%, continuing the downward That’s Life 302,968 -6.6 -5.1 trend since their launch in 2006. Woman’s Weekly 297,870 -4.6 -3.6 Woman 276,851 +0.2 -1.9 IPC argue that Pick Me Up readers are still loyal, they Best 257,770 -5.4 -6.8 are just picking up the magazine less frequently. They Woman’s Own 228,339 -3.5 -5.3 have continued to invest in their brands through other Pick me Up 205,301 -11.9 -18.8 platforms -e.g. Chat Puzzle App. Rather than Tablet, the Love It! 170,840 -12.7 -18.9 mobile platform is where there is penetration against this audience.
TV Listings Despite some declines, this genre continues to present some big numbers. TV Choice leads the way with an actively purchased figure of over 1.3 million despite a YoY decline of over 5%. IPC’s What’s On TV maintains 2nd place with a similar small decline. Stable mates TV & Satellite Week and TV Times also posted declines of 4.66% YoY and 8.15% YoY respectively. Iconic title Radio Times posted a small decline of under 4% but continues to circulate well over 850,000 Jan – June 2012 P on P % Y on Y % copies. Generally RT in particular posts much more TV Choice 1,277,850 -2.0 -5.7 positive results in Jul-Dec figures, so they’ll have their What’s On TV 1,213,566 -3.0 -4.6 fingers crossed for a PoP increase next time. Radio Times 857,970 -6.5 -3.9 TV Times 264,526 -9.9 -8.5 The winner in this category is Total TV Guide which posted the only increase (3% YoY) TV & Sat Week 168,282 -2.8 -4.7 Inside Soap 154,220 -1.7 -6.2 This category continues to defy skeptics who suggest TV Easy 148,654 -1.2 -8.3 that with the rise of EPG there is no need for a listings Total TV Guide 121,016 -1.5 +3.1 title. TV Choice, WOTV and Radio Times remain the 3 most Actively Purchased titles of all UK Magazines.Celebrity WeekliesAn 11% decrease across the sector points to a few issueshere.Clearly, appetite for celebrity-focussed content isn’t what itwas 2,3,4 years ago – what titles previously banked on interms of filling their pages is no longer as attractive andwith it being readily available online this will continue to bethe case.Add this to the fact that main female purchasers areconsidering what they’re buying a lot more – no longerchucking a copy in the basket without even thinking about it,but really making a considered approach to how and whatthey’re spending. Jan - Jun 2012 P on P % Y on Y %The Express stable have seen particularly disappointing new 435,417 -13.6 -15.0results, with both new! and Star dropping circa 71k copies Closer 422,657 -7.4 -6.5each PoP, and OK! a 25% decrease YoY. However, it is worth OK! 341,187 -8.0 -25.4noting as a group, they account for 40% of the sectors copy Star 285,219 -19.4 -29.1sales, so still have a dominant role.The waning interest in celebrity as we know it means the Heat 276,151 -10.3 -11.5titles really need to re-assess what their readers want – why Hello! 260,929 -4.1 -11.9they would choose to pick up one title over another. However Now 255,199 +1.0 -15.1with the success of our Olympiads and the interest Reveal 229,814 -15.9 -24.8surrounding them, we could see a new phase of celebritypersonalities.
Men’s Lifestyle Shortlist and Sport continue to dominate in this sector, vastly out-performing the paid-for titles in this posting. Showing marginal increases PoP, both have seen complete reversals in fortunes vs. the rest of the (paid-for) market –Nuts sees a considerable -21% drop, FHM -13%, and the normally solid Men’s Health with a -5% decrease. GQ, usually fairly stable, sees a -2% decline, however posts a Jan – Jun 2012 P on P % Y on Y % healthier +4% increase YoY – along with stable mate Wired, these are the only titles to show a Shortlist 529,010 +0.5 +1.0 bolstered YoY figure. Sport 305,676 +0.3 -0.2 In terms of actively purchased copies, FHM has Men’s Health 179,216 -4.6 -1.8 now dipped below the 100k ‘magic’ mark – offering less than a quarter of Shortlist’s numbers FHM 92,626 -12.7 -21.4 (although they are free) and also decreasing it’s Nuts 85,081 -20.8 -20.9 number of subscription copies – showing loyalty GQ 79,083 -2.0 +3.9 is most certainly on the wane. Stuff 61,573 -12.2 -6.7 Where we’ve previously noted men are ‘getting it Men’s Fitness 59,604 +4.7 -0.9 elsewhere’ in terms of content, the digital Zoo 44,147 -15.2 -14.9 editions are yet to make a real impact – tablet editions accounting for circa 5-9% of total circulations in the titles that have offerings here.Motors Yet again the motoring category seems pretty much stuck in reverse with leading title Top Gear suffering another disappointing decline both PoP and YoY. Auto Express and sister title EVO have both posted small declines yet the latter has been able to hold on to most of its subscriptions. Car has told the most positive story this period, posting increases both PoP and YoY. The Bauer title Jan- June 2012 P on P % Y on Y % also managed to increase subscriptions by over 3% YoY. Top Gear 188,249 -14.9 -19.9 This sector is probably one of the most at risk from the What Car? 70,678 -5.5% -11.7 dreaded migration to online.- in this case, sites such Auto Express 53,856 -2.4 -3.2 as Auto Trader etc which maintain authority in all EVO 40,065 -3.7 -8.4 things auto. The current economic climate will not Auto Car 38,274 -3.7 -6.3 help this genre as people put off making large purchases. It is this ‘dip in, dip out’ readership that Car 32,496 +1.4 +3.7 has fallen out of the market, as loyalty amongst true car fanatics remains strong.
Home Interest Overall, a fairly stable posting for the sector as a whole. Positive results for Country Homes & Interiors, Living Etc, Elle Deco and Good Homes have balanced the losses of the traditional titles – Ideal Home, House Beautiful and Homes & Gardens. Once again we are seeing a buoyant sector reacting to the wider economic climate – whether that be Jan – Jun 2012 P on P % Y on Y % dreaming of escaping to the country, staying put and Ideal Home 176,478 -4.8 -7.6 ‘doing up’, or making the most of what you’ve got. Country Living 158,900 +0.2 -4.8 Your Home 124,847 -1.6 -2.4 Kelsey’s Good Homes has capitalised on last period’s House Beautiful 121,718 -4.6 -11.0 increase, building back the base of readers it’s BBC Homes & Gardens 88,276 -4.0 -7.2 owners previously enjoyed, and interestingly, across Style at Home 79.916 +11.3 +52.0 the board all titles have seen a stable posting in their CH & Interiors 78,490 -0.8 +3.9 subscription copies – proving there is a core base of Living Etc 73,410 -3.3 -0.2 Home Interest readers who are staying put. This has Good Homes 69,498 +4.7 +9.4 paved the way for new launch Style at Home, which Elle Decoration 45,473 +2.7 -3.0 has enjoyed a bumper period (launched Feb 2011).Customer and Food Asda magazine overtakes established leader Tesco by distributing over 30,000 more copies. However Tesco’s numbers are not to be sniffed at with over 1.9 million copies. Little sister Real Food also reports a positive story with a small increase of 0.5% YoY. In contrast Immediate Media titles- Good Food, Olive, Easy Cook and Delicious have posted disappointing numbers. The former BBC titles all posted declines, with Delicious and Olive plummeting by over 15% each YoY. Websites and tablet apps seem to be key for this genre as we embark on an era where would be cooks Jan – June 2012 P on P % Y on Y % are more comfortable with a tablet in the kitchen than Asda 1,963,201 +0.7 -0.9 a cookbook. Tesco 1,931,673 -4.3 +0.2 Celebrity chef magazine Jamie also posted a decline, Tesco Real Food 1,223,333 +0.3 +0.5 however has managed to increase subscription sales by Slimming World 417,868 +4.3 +24.5 23.4% PoP. Good Food 254,476 -14.3 -8.8 Diet titles such as Slimming World have had a much Weight Watchers 187,127 +2.2 -6.2 more positive story to tell as people got into shape in Delicious 70,296 -16.8 -16.7 the first half of 2012, posting an increase of over 24% Olive 61,133 -21.5 -15.3 YoY, Weight Watchers also increased readers PoP at Jamie 26,677 -19.7 -10.0 2.2%.
Music There’s been little to sing about over the past few years in this sector, and this period sees little change. Some fairly heavy losses for Bauer’s Q and IPC’s NME at -20% and -14% PoP respectively have contributed to an overall loss of over 20k copies across the sector. The loss sees NME’s current circulation at less than half it’s number just 4 years ago and now sees itself at the bottom of the pops, selling Jan – Jun 2012 P on P % Y on Y % fewer copies than any other rock title. IPC will affirm – once again – the future of the brand rests Q Magazine 51,261 -19.7 -18.4 in its extensions and festival tie-ups in order to Mojo 47,020 -6.6 +1.2 keep this brand afloat. Kerrang! 38,403 -5.2 -7.3 Q’s new editor Andrew Harrison will be hoping to NME 21,419 -13.8 -17.7 reverse fortunes in the next posting – having moved from the now defunct The Word. The loss of this independent title was a blow to the sector and confirmed the changing nature of the music business – with NME currently posting a lower circulation to that of the final issue of The Word, it will indeed be testing times ahead.News & ViewsPerhaps one of the most positive stories of this period,with an overall increase of 2%.Since the economic downturn, this sector has beenone of the main beneficiaries with the public hungry tokeep up with the ever changing policies that willinfluence their everyday lives. Politics has becomesomething that matters to the every day man ratherthan just ‘people in the know’. Jan- June 2012 P on P % Y on Y %Private Eye posted some very positive figures, Private Eye 213,185 -1.3 +9.7boasting a YoY increase of nearly 10%. Althoughfigures are flat for the Economist they have managed Economist (UK) 160,910 +0.5 -0.1to increase their subscription base by +2.5% YoY. The Week 156,846 +3.1 +2.5 New Scientist (WW) 76,271 -3.9 -1.82012s winner of Consumer Magazine of the Year at Spectator 38,136 -1.1 +0.3the PPA Awards The Week boasted a YoY increase of Monocle 12,039 -6.6 -3.82.5% and its new distribution partnership withRaconteur Media, should help to boost their figureseven further.
Tablet/Digital Editions Tablet editions are starting to demonstrate the power of UK magazine brands. We currently have just under 60 magazines posting Tablet/Digital Circulations, accounting for just under 2% off the total circulation. This figure naturally improves as you move up the chart – Top 20 (see below) accounting for just under 5% of all circ and Top 10 with almost 7%! The up-take of tablet versions has largely been seen in high interest sections - Health/Fitness, Technology, Fashion and Home Interest, with the top 3 titles being Health & Fitness (11.7%), Total Film (10.5%) and Esquire (8.7%). The publishers leading this are currently Dennis, Future, Conde Nast and Hearst. We would expect more publishers to enter the tablet market, with imminent launches such as Bauers Grazia tablet edition in the autumn. Analysis of Digital Editions Total Average Net Total Average Net Title Circulation/Distribution Circulation (Digital Combined Print/Digital (Print) Edition) Circulation % Digital Health & Fitness 25,546 3,389 28,935 11.71% Total Film 68,897 8,108 77,005 10.53% Wired 52,136 5,255 57,391 9.16% Esquire 54,702 5,205 59,907 8.69% GQ 120,139 9,652 129,791 7.44% Elle Decoration 70,655 4,846 75,501 6.42% Mens Fitness 65,201 4,438 69,639 6.37% Vanity Fair 100,692 6,242 106,934 5.84% Stuff 76,083 4,326 80,409 5.38% Mens Health 216,336 12,142 228,478 5.31% Harpers Bazaar 119,274 6,242 125,516 4.97% Grand Designs 30,653 1,205 31,858 3.78% Cosmopolitan 353,413 13,298 366,711 3.63% Elle (U.K.) 189,568 6,795 196,363 3.46% BBC Focus 64,625 2,146 66,771 3.21% The Economist - UK 210,386 6,146 216,532 2.84% BBC Good Food 267,164 7,346 274,510 2.68% Womens Fitness 20,717 563 21,280 2.65% Zest 71,820 1,920 73,740 2.60% Living etc 98,250 2,267 100,517 2.26%