Teenage Magazines - UK

INTRODUCTION AND ABBREVIATIONS

Definitions

Figure 1: Publications included in report, 2006

Consumer research

ACORN

ABBREVIATIONS

EXECUTIVE SUMMARY

Market reaches maturity

Teenzines now hasbeens

EMAP holds more of market

Magazines hurt by shelf-ish display

Sweet sixteen the magic number?

Pressing need for action

MARKET FACTORS

Potential market

Figure 2: Teenage population by age, 2001-11

Spending power

Figure 3: Average weekly pocket money/income, 13-14-year-olds, by gender, 2001-05

Figure 4: Average monthly pocket money/income, 15-19-year-olds, by gender and age, 2001-05

Competition for money

Figure 5: Average weekly spend per category, 13-14-year-olds, 2001-05

Figure 6: Average weekly spend per category, 15-19-year-olds, 2001-05

Magazines flattened by alternatives

Figure 7: Access to other media/technology, 13-19-year-olds, 2001-05

Technological advances

How teenagers use computers

Figure 8: Computer usage, 13-19-year-olds, 2001-05

Figure 9: Internet usage, 13-19-year-olds, 2001-05

Home access soars

Competition and complements

A mobile generation

Figure 10: How mobile phones are used, 13-19-year-olds, 2001-05

Interactivity and speed

Sociability

Magazine distribution

MARKET SIZE AND TRENDS

Figure 11: UK retail sales of teenage magazines, by volume, 2001-06

Figure 12: UK retail sales of teenage magazines, by value, 2001-06

The price element

Figure 13: Average price per magazine, 2001-06

Technology gives print a run for its money

Alternative press cutting sales

Teenage mentality

Teen scene

MARKET SEGMENTATION

Figure 14: Market segmentation of teenage magazines, by number of titles, 2001-06

Figure 15: UK value and volume retail sales of teenage magazines, by type, 2001-05

Composition

FASHION/LIFESTYLE

Figure 16: UK retail sales of teenage fashion/lifestyle titles, by volume and value, 2001-06

A challenging environment

The balancing act

ENTERTAINMENT/POP

Figure 17: UK retail sales of teenage entertainment/pop titles, by volume and value, 2001-06

New launches short lived

THE SUPPLY STRUCTURE

Circulation trends

Figure 18: Circulation trends for audited teenage titles (July-Dec), 2001-05

Hard pressed

Top titles

The middling

Publishers and titles

Figure 19: UK retail market shares for teenage magazines, by publisher and value, 2001-05

Changing shares

And changing ownership

EMAP

Company strategy

EMAP online

Hachette Filipacchi

Faltering progress

Hachette Filipacchi online

BBC Worldwide

Downturn in dominance

BBC Worldwide online

National Magazines

Strong branding

National Magazines online

DC Thomson

DC Thomson online

IPC Media

Reassessment

Other companies

ADVERTISING AND PROMOTION

Figure 20: Main monitored media advertising expenditure on teenage magazines, 2001-05

Adspend depression

Figure 21: Main monitored media advertising expenditure on teenage magazines, 2001-05

Cross-promotion

Putting up a strong front

Figure 22: Front covers and free gifts, June 2006

DISTRIBUTION

Grocery retailers hold their own

Figure 23: Retail sales of teenage magazines, by type of outlet, 2001-05

Changing habits

Magazines lose face on shelf-space

THE CONSUMER

TGI data

Purchase

Figure 24: Magazine readership, by age, 13-19-year-olds, 2001-05

Figure 25: Source of magazines read, by age group, 13-19-year-olds, 2001-05

Figure 26: Frequency of purchase and days bought, 13-19-year-olds, 2001-05

Attitudes

Figure 27: Agreement with selected attitudes to magazines, 13-19-year-olds, 2001-05

Figure 28: Topline teenage attitudes towards magazines, March 2006

Young teens retain comic approach

Collected interest

DETAILED DEMOGRAPHICS

Figure 29: 13-19-year-olds who read comics/magazines, by gender, age, social grade, ITV region and technology used, 2005

Figure 30: Average weekly spend on magazines/comics, by age, gender, social grade, ITV region and technology used, 2005

Figure 31: Source of magazines/comics read by 13-19-year-olds, by gender, age, social grade, ITV region and technology used, 2005

Figure 32: Frequency of purchase of 13-19-year-olds, by gender, age, social grade, ITV region and technology used, 2005

Figure 33: Agreement with lifestyle statements, by gender, age, social grade, ITV region and technology used 2005

Figure 34: Main teenage attitudes towards magazines, by gender, age, social grade, marital status, lifestage, children in household, special groups, working status, tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage and age finished full-time education, March 2006

Figure 35: Teenage attitudes towards magazines, by gender, age, social grade, marital status, lifestage, children in household, special groups, working status, tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage and age finished full-time education, March 2006

THE FUTURE

Background

Sales depression

Slow sales for static media

Future in fashion

Mediocre magazines without multimedia

FORECAST

Figure 36: Forecast for the teenage fashion magazine market, 2006-11

Figure 37: Forecast for the teenage entertainment market, 2006-11

Teenage tastes forever changing

The Internet is the biggest competition

Factors used in the forecast

APPENDIX: RESEARCH METHODOLOGY