Home Interest Magazines - UK

INTRODUCTION AND ABBREVIATIONS

Definition

Figure 1: Home interest and gardening titles, 2006

Consumer research

ACORN

Advertising data

ABBREVIATIONS

EXECUTIVE SUMMARY

The British - a 'nation of nest builders'

Challenging media

Declining DIY

Home interest magazines

IPC dominates

Consumer behaviour

Competing media

The future

MARKET DRIVERS

Home as source of profit

Figure 2: Average household price and number of household transactions, 2001-06

2001-05 a boom time for the DIY sector

More ambitious projects undertaken

2005 - slowdown in housing market

Home as a source of pleasure

Figure 3: Agreement with selected lifestyle statements, by gender, 2001-05

From DIY to GSI

Time better spent on other activities

Media proliferation

Figure 4: Agreement with selected lifestyle statements, by gender, 2001-05

Competition

MARKET SIZE

Figure 5: UK retail sales of home interest and gardening titles, 2001-06

The longer term

What's happened to this sector?

MARKET SEGMENTATION

Traditional DIY excluded

Figure 6: UK retail sales of home interest and gardening titles, by sector, 2001-05

Home interiors dominate

Gardening suffers

Home interest

Figure 7: UK retail sales of home interest titles, 2001-06

Fluctuating fortunes

Title closures

The newer players

A shift in composition

Gardening

Figure 8: UK retail sales of gardening titles, 2001-06

Structure changes

THE SUPPLY STRUCTURE

CIRCULATION TRENDS

Home interest

Figure 9: Circulation trends for audited home interest titles (July-December), 2001-05

Additions and deletions

Varying sales results

How to account for this

Consistency and content

Gardening

Figure 10: Circulation trends for audited gardening titles (July-December), 2001-05

Not a bright picture

What accounts for the difference

There is still hope

PUBLISHERS AND TITLES

Figure 11: Retail market shares of home interest titles, by publisher, 2001-05

Fluctuations

Figure 12: Retail market shares of gardening titles, by publisher, 2001-05

The net effect

Figure 13: Retail market shares of home interest and gardening titles, by publisher, 2001-05

Constancy

Change and change about

Others declining

PUBLISHING COMPANIES

IPC Media

Diversity

Innovation

IPC online

BBC Worldwide (Origin)

Structure

Breadth of readership

BBC Worldwide online

EMAP

Contraction

EMAP online

Condé Nast

Condé Nast online

National Magazines

National Magazines online

Burda and Essential Publishing

The Essential business

Burda online

Archant Specialist and Romsey

A new entrant

Archant online

Hachette Filipacchi

Elle Decoration

Highbury

A short history

Other publishers

ADVERTISING AND PROMOTION

Figure 14: Top four home interest and gardening titles with the largest media expenditure, 2001-05

Above the line

Shows and events

Giveaways

Awards

Innovatory promotion

Changing distribution map

Figure 15: Retail sales of home interest and gardening titles, by type of outlet, 2001-05

Supermarkets benefit from massive buying power

Other channels remain small

THE CONSUMER

Figure 16: Sources for ideas for new looks or style in your home, February 2006

The preference for diversity

Core competitors to home interest magazines

Figure 17: Consumers who use TV programmes as sources for ideas for new looks or style in your home, February 2006

Internet usage

ABC1 third agers are the key consumer groups

Figure 18: Consumers who use home interest magazines as sources for ideas for new looks or style in your home, February 2006

The power of display

Young and old draw on experience from family members

Figure 19: Consumers who source ideas for home improvements from family, by Mintel's Special Groups, February 2006

PURCHASING BEHAVIOUR

Figure 20: Purchasing behaviour, February 2006

Lack of regularity

Figure 21: Purchasing behaviour, by sources for ideas for new looks or style in your home, February 2006

Buyers and pass-on readers

Won't buy, won't read

DETAILED DEMOGRAPHICS

Figure 22: Sources for ideas for new looks or style in your home, by age and socio-economic group, February 2006

Figure 23: Sources for ideas for new looks or style in your home, by region, working status and marital status, February 2006

Figure 24: Sources for ideas for new looks or style in your home, by age of own children in household, lifestage and Mintel's Special Groups, February 2006

Figure 25: Sources for ideas for new looks or style in your home, by media usage and ACORN category, February 2006

Figure 26: Sources for new ideas or style in the home, by household size and tenure, February 2006

Figure 27: Sources for ideas for new looks or style in your home, by supermarket usage, February 2006

Figure 28: Sources for ideas for new looks or style in your home, by age and socio-economic group, February 2006

Figure 29: Sources for ideas for new looks or style in your home, by region, working status and marital status, February 2006

Figure 30: Sources for ideas for new looks or style in your home, by age of own children, lifestage and Mintel's Special Groups, February 2006

Figure 31: Sources for ideas for new looks or style in your home, by media usage and ACORN category, February 2006

Figure 32: Sources for ideas for new looks or styles in your home, by household size and tenure, February 2006

Figure 33: Sources for ideas for new looks or styles in your home, by supermarket usage, February 2006

THE FUTURE

The negative aspect

Alternative media

Changing demographic map

Figure 34: Projected UK female population change, by age, 2006-11

Housing and property

Is the DIY mania over?

Is decline inevitable?

What are the implications?

FORECAST

Figure 35: Forecast of UK retail sales of home and gardening magazines, 2006-11

Factors incorporated in the forecast

APPENDIX: RESEARCH METHODOLOGY