Men's Magazines - UK

ISSUES IN THE MARKET

Definition

Figure 1: Men’s lifestyle magazine titles, September 2006

MARKET IN BRIEF

Is there still room for optimism?

What is happening in the market?

Key steps for the future

INTERNAL MARKET ENVIRONMENT

Men and style

Figure 2: Agreement with attitudinal statements, by gender, 2003 and 2005

Keep young and beautiful…and fit

The lure of the new

Advertising revenues

Figure 3: Major advertising categories and advertising: editorial ratios in selected titles, September 2006

BROADER MARKET ENVIRONMENT

Some natural boost

Figure 4: UK male population, by age, 2001-11

The power of the OFT

COMPETITIVE CONTEXT

Choices multiply

Sheer time

For media the net effect is…

Figure 5: Indexed UK retail sales of selected magazine types, by volume, 2001-05

STRENGTHS AND WEAKNESSES

MARKET SIZE AND FORECAST

Dramatic ups and downs

Figure 6: UK retail sales of men’s magazines, by volume and value, 2001-06

The impact of the weeklies

For the future

SEGMENT PERFORMANCE

Weekly surge

Figure 7: UK retail sales of men’s magazines, by type, by volume and value, 2001-06

Substitution

The strength of the specialists

The fashion niche

CIRCULATION TRENDS

Figure 8: Circulation trends for audited men’s magazines, by title and publisher, 2004-06 (Jan-June each year)

A mixed bag

What do the latest results signify?

Implications for growth

MARKET SHARE

PUBLISHER SHARES

Figure 9: UK retail market for men’s magazines, by publisher, 2001-06

COMPANIES AND TITLES

EMAP

Reinforces its market lead

Interconnectivity and innovation

IPC Media

Strength among younger men

Newer developments

Dennis Publishing

Ploughing its own furrow

Technical developments

National Magazines and Rodale Press

An older, upmarket readership

The company online

Condé Nast

The value of the GQ brand

A GQ for today

Haymarket Magazines

A market leader

Future Publishing

Other publishers

BRAND COMMUNICATION

Above the line

Figure 10: Main monitored media expenditure on men’s lifestyle magazines, 2001-06

Media selection

Figure 11: Main monitored media expenditure on men’s lifestyle magazines, by media type, 2001-05

Below the line for flexibility

The draw of the front cover

Figure 12: Examples of covers, September 2006

The front cover as signifier

CHANNELS TO MARKET

Shopping habits

Figure 13: UK retail sales of men’s magazines, by type of outlet, 2001-05

Display and allocation

Direct to the buyer

THE CONSUMER - WHO READS WHAT?

Men’s magazines apparently not a priority for many

Figure 14: Type of publication men regularly read, May 2006

Who are the readers?

Preferred content

Figure 15: Features men would like to see in men’s lifestyle magazines, May 2006

Broadening appeal

Key target groups

THE CONSUMER - ATTITUDES AND OPINIONS

Content must become broader to appeal to a wider base

Figure 16: Agreement with statements regarding men’s lifestyle magazines, May 2006

Opportunities

Men v women

Figure 17: Agreement with attitudinal statements on newspapers and magazines, by gender, 2001-05

The next generation

Figure 18: Agreement with attitudinal statements among 7-14-year-olds, by gender, 2001-05

APPENDIX

Introduction

Consumer research

ACORN

Advertising data

ABBREVIATIONS

DETAILED DEMOGRAPHICS

Internal market environment

Figure 22: Agreement with the statements ‘It is important to me to look well dressed’ and ‘It is important to keep young looking’ - men, by age, socio-economic status, presence of children, marital status, working status, household size, region, lifestage and Mintel’s Special Groups, 2005

Figure 23: Agreement with the statement ‘I do some form of sport or exercise at least once a week’ - men, by age, socio-economic status, presence of children, marital status, working status, household size, region, lifestage and Mintel’s Special Groups, 2005

Figure 24: Agreement with the statements ‘Most of the time I’m trying to lose weight’ and ‘I love to buy new gadgets and appliances’ - men, by age, socio-economic status, presence of children, marital status, working status, household size, region, lifestage and Mintel’s Special Groups, 2005

Figure 25: Agreement with the statements ‘It is important to be attractive to the opposite sex’ and ‘I like to keep up with the latest fashions’ - men, by age, socio-economic status, presence of children, marital status, working status, household size, region, lifestage and Mintel’s Special Groups, 2005

Figure 26: Agreement with the statements ‘Skincare products are for women, not for men’ - men, by age, socio-economic status, presence of children, marital status, working status, household size, region, lifestage and Mintel’s Special Groups, 2005

Broader market environment

Figure 27: PDI and consumer expenditure, at current and constant prices, 2001-11

The Consumer - Who Reads What?

Figure 28: Types of publication men regularly read, by age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN group, technology used, daily newspaper readership, commercial TV viewing, supermarket usage, household size, car usage and detailed lifestage groups, May 2006

Figure 29: Most popular features men would like to see in men’s lifestyle magazines, by age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN group, technology used, daily newspaper readership, commercial TV viewing, supermarket usage, household size, car usage and detailed lifestage groups, May 2006

Figure 30: Other features men would like to see in men’s lifestyle magazines, by age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN group, technology used, daily newspaper readership, commercial TV viewing, supermarket usage, household size, car usage and detailed lifestage groups, May 2006

The Consumer - Attitudes and Opinions

Figure 31: Agreement with the statements ‘I often go in for competitions in newspapers and magazines’ and ‘I cannot resist buying magazines’ - men, by age, social grade, presence of children, marital status, working status, household size, region, lifestage and Mintel’s Special Groups, 2005

Figure 32: Agreement with statements regarding men’s lifestyle magazines, by age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN group, technology used, daily newspaper readership, commercial TV viewing, supermarket usage, household size, car usage and detailed lifestage groups, May 2006

APPENDIX: RESEARCH METHODOLOGY