Teenage Magazines Market Assessment 2007: Industry Report

Teenage Magazines Market Assessment 2007

Product Type: Market Research Report
Published by: Key Note Publications Ltd
Published: April 2007
Product Code: R310-1434

Description

Executive Summary
The teenage magazines market is under threat from a number of sources. As well as the fact that the teenage population is falling, the nature of teenagers, and of the way in which they spend their leisure time, is also changing.

Ironically, the `Kids Getting Older Younger` (KGOY) phenomenon, which refers to the growing sophistication of those in their early teenage and sub-teenage years, and which was partly responsible for the development of the teenage magazines market, is now one of the things that is threatening it. Rather than reading magazines created especially for their age group, young teenagers are turning to women's lifestyle glossies and celebrity magazines aimed at older readers.

Another problem is that young teenagers now have many more claims on their pocket money — for example: clothes, which have become cheaper generally and are now affordable for many individuals in their early teens; mobile telephones; and music downloads.

However, perhaps the biggest threat to the market comes from other forms of entertainment, notably the Internet, but also television and radio. Teenagers are now able to access information about music, and the other things that interest them, almost instantly through the Internet, television and mobile telephones, and traditional teenage magazines struggle to compete with this trend.

Most magazines within the sector have responded by creating their own online presence, and some have extended their brands into television and/or radio. However, circulation figures for the traditional magazines continue to decline.

A number of high-profile companies cut back their presence in the teenage magazines sector, and/or left it altogether, during 2006. Those that have left the market include the two biggest UK magazine companies, IPC Media Ltd and Emap PLC. At the same time, there have been new entrants to the market, including Panini UK Ltd and Hubert Burda Media. A further new entrant is expected in April 2007 with the introduction of Popworld Pulp from customer magazine publisher Brooklands Group.

Key Note's exclusive consumer research revealed that respondents were in no doubt about the degree of influence that teenage magazines have on their readers. However, they were also aware of the power of the Internet, with nearly half agreeing that most teenage girls prefer to spend time on the Internet rather than reading magazines, and almost two-thirds saying that this is the case for teenage boys. Nevertheless, approximately a third of the sample agreed that most teenage girls enjoy reading magazines as much as, or more than, using the Internet.

Table of Contents

Executive Summary
1. Introduction
REPORT FOCUS
DEFINITION: Fashion and Lifestyle; Pop Music and Entertainment
2. Strategic Overview
BACKGROUND: Teenagers Adopting More Sophisticated and Diverse Tastes and Preferences; The Teenage Population; Table 1: The UK Female Population Aged 10 to 19 Years (000), 2004-2006; Table 2: The UK Male Population Aged 10 to 19 Years (000), 2004-2006
MARKET DYNAMICS AND SEGMENTATION
MARKET SIZE: By Volume; Table 3: The Total UK Market for Teenage Magazines by Sector by Copy Sales (million), 2002-2006; Figure 1: The Total UK Market for Teenage Magazines by Copy Sales (million), 2002-2006; By Value; Table 4: The Total UK Market for Teenage Magazines by Sector by Cover-Price Revenue (£m), 2002-2006; Figure 2: The Total UK Market for Teenage Magazines by Cover-Price Revenue (£m), 2002-2006
DISTRIBUTION
COMPETITIVE STRUCTURE
MARKETING AND ADVERTISING
THE CONSUMER: Table 5: Percentage of 5 to 16 Year-Olds Purchasing Magazines or Comics For Themselves, 2005; Table 6: Average Monthly Expenditure on Magazines or Comics by 5 to 16 Year-Olds Purchasing For Themselves (£), 2005
MARKET FORECASTS: Table 7: The Forecast Total UK Market for Teenage Magazines by Sector by Cover-Price Revenue (£m), 2007-2011
3. Fashion and Lifestyle
BACKGROUND
MAGAZINE CLOSURES
COMPETITIVE STRUCTURE: Bliss; CosmoGIRL!; Mizz; Shout; Sugar
CIRCULATION TRENDS: Table 8: Selected UK Teenage Fashion and Lifestyle Magazines by Total Average Net Circulation per Issue (number), July-December 2002-2006
MARKET SIZE: By Volume; Table 9: The UK Teenage Fashion and Lifestyle Magazines Sector by Copy Sales (million), 2002-2006; Figure 3: The UK Teenage Fashion and Lifestyle Magazines Sector by Copy Sales (million), 2002-2006; By Value; Table 10: The UK Teenage Fashion and Lifestyle Magazines Sector by Cover-Price Revenue (£m), 2002-2006; Figure 4: The UK Teenage Fashion and Lifestyle Magazines Sector by Cover-Price Revenue (£m), 2002-2006
THE CONSUMER
MARKETING AND ADVERTISING
4. Pop Music and Entertainment
BACKGROUND
MAGAZINE CLOSURES
COMPETITIVE STRUCTURE: It's HOT!; Top of the Pops (TOTP); TVHits!
CIRCULATION TRENDS: Table 11: Selected Teenage Pop Music and Entertainment Magazines by Total Average Net Circulation per Issue (number), July to December 2002-2006
MARKET SIZE: By Volume; Table 12: The UK Teenage Pop Music and Entertainment Magazines Sector by Copy Sales (million), 2002-2006; Figure 5: The UK Teenage Pop Music and Entertainment Magazines Sector by Copy Sales (million), 2002-2006; By Value; Table 13: The UK Teenage Pop Music and Entertainment Magazines Sector by Cover-Price Revenue (£m), 2002-2006; Figure 6: The UK Teenage Pop Music and Entertainment Magazines Sector by Cover-Price Revenue (£m), 2002-2006
THE CONSUMER
MARKETING AND ADVERTISING
5. An International Perspective
THE US MARKET — TEENAGE MAGAZINE CLOSURES
THE GLOBAL MARKET — TEENAGE MAGAZINE LAUNCHES
6. PEST Analysis
POLITICAL FACTORS
ECONOMIC FACTORS: Table 14: Percentage of 11 to 16 Year-Old Boys and Girls Receiving Pocket Money/Earnings From a Job, 2005; Table 15: Average Weekly Income of 11 to 16 Year-Old Boys and Girls From Pocket Money/ Earnings From a Job (£), 2000-2005; Figure 7: Average Weekly Income of 11 to 16 Year-Old Boys and Girls From Pocket Money/ Earnings From a Job (£), 2000-2005
SOCIAL FACTORS
TECHNOLOGICAL FACTORS: Table 16: Percentage of 11 to 16 Year-Old Boys and Girls With a Television in Their Own Room, 2000-2005; Table 17: Percentage of 11 to 16 Year-Old Boys and Girls With Access to a PC/the Internet at Home, 2005; Table 18: Percentage of 11 to 16 Year-Old Boys and Girls With Their Own Mobile Telephone, 2005
7. Consumer Dynamics
OVERVIEW: Table 19: Summary of Attitudes Towards Teenage Magazines (% of respondents), February 2007
THE EXTENT OF TEENAGE MAGAZINES' INFLUENCE ON THEIR READERSHIP: Table 20: The Influence of Teenage Magazines on the Way Teenagers Behave and on What They Believe (% of respondents), February 2007
TEENAGE MAGAZINES AND SEX: Table 21: Attitudes Towards Articles About Sex in Teenage Magazines (% of respondents), February 2007
TEENAGE MAGAZINES AND SOCIAL ISSUES: Table 22: Whether Teenage Magazines Are Informative, and Responsible, in Their Portrayal of Social Issues (% of respondents), February 2007; Table 23: Whether There Should Be More Coverage of Social Issues in Teenage Magazines (% of respondents), February 2007; Table 24: The Effect of Magazines on Teenagers' Perceptions of Their Appearance, and Attitudes Towards Teenage Magazine Publishers (% of respondents), February 2007
TEENAGE MAGAZINES AND CELEBRITIES: Table 25: Teenagers `Too Obsessed' with Celebrities versus Celebrities as Good Role Models (% of respondents), February 2007; Table 26: Teenagers' Interest in Celebrities as `Harmless Fun' (% of respondents), February 2007
TEENAGE MAGAZINES AND THE INTERNET: Table 27: Teenage Girls, Magazines and the Internet (% of respondents), February 2007; Table 28: Teenage Boys, Magazines and the Internet (% of respondents), February 2007
8. Company Profiles
BBC WORLDWIDE LTD: Corporate Strategy; Profitability; Table 29: Financial Results for BBC Worldwide Ltd (£000 and %), Years Ending 31st March 2004-2006; Recent and Future Developments; DC THOMSON & COMPANY LTD; Corporate Strategy; Profitability; Table 30: Financial Results for DC Thomson & Company Ltd (£000 and %), Years Ending 31st March 2004-2006; Recent and Future Developments; EMAP PLC; Corporate Strategy; Advertising; Profitability; Table 31: Financial Results for Emap PLC (£000 and %), Years Ending 31st March 2004-2006; Recent and Future Developments
HACHETTE FILIPACCHI (UK) LTD: Corporate Strategy; Profitability; Table 32: Financial Results for Hachette Filipacchi (UK) Ltd (£000 and %), 78 Weeks Ending 31st December 2003, and Years Ending 31st December 2004 and 2005; Advertising; Recent and Future Developments
HUBERT BURDA MEDIA: Corporate Strategy; Profitability; Recent and Future Developments; IPC MEDIA LTD; Corporate Strategy; Profitability; Table 33: Financial Results for IPC Media Ltd (£000 and %), Years Ending 31st December 2003-2005; Advertising; Recent and Future Developments
THE NATIONAL MAGAZINE COMPANY LTD (NATMAGS): Corporate Strategy; Profitability; Table 34: Financial Results for The National Magazine Company Ltd (£000 and %), Years Ending 31st December 2003-2005; Advertising; Recent and Future Developments
PANINI UK LTD: Corporate Strategy; Profitability; Table 35: Financial Results for Panini UK Ltd (£000 and %), Years Ending 31st December 2003-2005; Advertising; Recent and Future Developments
9. The Future
POPULATION TRENDS: Table 36: The Forecast UK Female Population Aged 10 to 19 Years (000), 2007-2011; Table 37: The Forecast UK Male Population Aged 10 to 19 Years (000), 2007-2011
INDUSTRY TRENDS
MARKET FORECASTS: Table 38: The Forecast Total UK Market for Teenage Magazines by Sector by Cover-Price Revenue (£m), 2007-2011; Figure 8: The Forecast UK Teenage Fashion and Lifestyle Magazines Sector by Cover-Price Revenue (£m), 2007-2011; Figure 9: The Forecast UK Teenage Pop Music and Entertainment Magazines Sector by Cover-Price Revenue (£m), 2007-2011; Figure 10: The Forecast Total UK Market for Teenage Magazines by Cover-Price Revenue (£m), 2007-2011
10. Consumer Confidence
METHODOLOGY
KEY FINDINGS THIS QUARTER
THE WILLINGNESS TO BORROW: Confidence Improves; Table A: The Average Amount Consumers Are Willing to Borrow in Order to Purchase Expensive Items at Current and Constant November 2004 Prices (£ and £bn), February 2006-2007; Willingness to Borrow Slips Slightly; Table B: The Number of Adults Willing to Borrow in Order to Purchase Expensive Items (000 and %), February 2006-2007
SPENDING FROM SAVINGS: Slight Increase in Spending from Savings; Table C: The Average Amount Consumers Are Willing to Spend from Savings in Order to Purchase Expensive Items at Current and Constant November 2004 Prices (£ and £bn), February 2006-2007; Saving Grows in Relative Importance; Table D: The Average Amounts Adults Are Confident Spending to Purchase Expensive Items (£ and %), February 2006-2007
11. Further Sources: Associations; Publications; General Sources; Government Sources; Other Sources; Bisnode Sources

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