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Home > Business/Finance > Training and Education > Publishing
Lifestyle Magazines
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The past 2 years have been volatile ones for the lifestyle magazine market, with a number of high-profile launches and closures, and much corporate activity. Among the most significant developments within the sector was the sale of the consumer magazine and radio interests of media giant Emap to German company H Bauer in January 2008.
Other events of note include the disposal by men's magazine publisher Dennis Publishing of the majority of its US magazines, and the sale of a number of parenting magazines to Web specialist Magicalia.
There were two major launches within the women's weekly sector in 2006, but the picture since then has been mainly one of closures, especially of weekly titles.
Growth within the total men's and women's lifestyle magazine market has slowed considerably since 2004, a year that saw a number of important new magazine launches, notably the weeklies Zoo and Nuts within the men's lifestyle sector.
2006 and 2007 were also characterised by a growing focus on online methods of communicating with readers of lifestyle magazines. This process is most advanced in the specialist and men's lifestyle sectors, but women's lifestyle magazines have also increased their online presence, with a number of publishers revamping their magazine websites.
This trend towards online communication — coupled with a continuation of magazine brand extensions into radio and television — is something that will undoubtedly be a feature of the lifestyle magazine market during the next 5 years (to 2012).
Key Note's consumer research, exclusively commissioned for this report, showed that nearly four in ten adults claimed to be loyal readers of magazines, saying that they usually bought the same magazine(s) every week or every month. Just over three in ten tended to browse in the newsagents before deciding which magazine to buy in a particular month.
Nearly one in four were non-purchasers of magazines who nevertheless enjoyed looking at them. Just over one in four claimed to have no interest at all in magazines, and more than one in five said they were too busy to read them.
The magazine market is unlikely to show significant growth during the next 5 years (to 2012). This is due to a combination of poor economic conditions (which do not favour what is, in effect, a discretionary marketplace), together with a changing media climate, and overcrowding in the magazine sector.
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