18th August
ABC SPECIAL EDITION, BROUGHT TO YOU BY MEDIACOM’S PRESS UNIT
With the latest batch of circulation figures available, we bring you a taste of what has been happening in the consumer magazine marketplace.
Women’s weekly readers clearly Love it, real life that is
MediaCom View: New launches from News Magazines and Nat Mags, Love It and Real People helped buoy the women’s weekly marketplace, which grew by 7% YOY. A touch of this real life mixed with celebrity seems to be what readers now want as Closer came up trumps ahead of previous celeb only winners OK, Heat & Now.
Women’s monthlies proved to be a mixed bag
MediaCom View: The “middle youth” sector saw increases from Easy Living, Eve and She, however some fashion and practical monthlies struggled. Unfortunately for the stalwart that was Family Circle, things proved too tough, with the closure of the title after over 40 years. Hachette Filipacchi also felt enough was enough for B magazine.
Teen sector loses its youthful edge
MediaCom View: The old hand of youth press, Smash Hits, was one of the casualties in this sector, where circulations plummeted by 28% overall. Clearly teens are choosing not to flick through magazines as much as before, lured by the digital age and all it has to offer.
What do men want?
MediaCom View: It would appear 'Lads' are losing interest in their 'mags', but we all know how fickle young men can be! The older, more discerning readers seem to be happy with what they’re getting with increases in GQ, Men’s Fitness & Men’s Health. With investment and reappraisal, which is already planned across the market we are hopeful that this sector will make a comeback, in much the same way as it has before.
For your own personal copy of insights and stats into these and the rest of the press marketplace, sector by sector, contact Lucy Brunning , Press Implementation Planning Manager
lucy.brunning@mediacomuk.com
