MAGAZINE MEDIA – MARKET OVERVIEW

THE BASICS

MAGAZINE MEDIA AT A GLANCE

Magazine media reaches

37 million adults every

month

Print magazines reach

almost 29 million adults

every month

Around 16 million

adults engage with magazine content on their mobile phone

every month

9 million adults enjoy

magazine media websites via a desktop each

month

Source: NRS PADD January – December 2016

OVER 250 NEW CONSUMER TITLES LAUNCHED IN 2015

Over

3000 consumer

magazines in the UK in 2016

361 new titles

launched in 2016

35% Increase in launches compared to 2014

Source: Source Frontline Distribution.

AD SPEND

Internet pure play £7,521m

TV £5,270m

Direct mail £1,861m

National newsbrands £1,220m

Regional newsbrands £1,176m

Out of home £1,059m

Consumer mag brands £548m

Radio £592m

B2B mag brands £393m

Cinema £238m

Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

Note: Data for newsbrands and magazine brands include print and digital revenues. TV data is based on spot advertising, broadcaster VOD, sponsorship, advertiser funded programming and product placement. Radio includes branded content. Internet pure play excludes online revenues from newsbrands, magazine brands, TV broadcasters and radio station websites. Individual channel totals do not add up to the total due to differing methodology used in the calculation of internet pureplay and digital revenues for newsbrands, magazine brands and broadcaster VOD.

ANNUAL SHARE OF UK ADPEND 2015 (AA/WARC)

Total

adspend:

£20,087m

£943 million spent on

magazines in 2015

SHARE OF UK DISPLAY ADSPEND 2015 (AA/WARC)

Note: Figures in brackets show percentage point difference vs 2014. Data for newsbrands and magazine brands include print and digital revenues. TV data is based on spot and broadcaster-only VOD. Radio data excludes branded content. Internet excludes online revenues from newsbrands, magazine brands, TV broadcasters and radio station websites. Percentages do not sum to 100 due to differing methodologies for calculating internet pure play and digital revenues for the newsbrands and magazine brands. Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

TV 36.8%

(+0.2pp)

Internet pure play

18.8% (+3.0pp)

Direct mail 13.9%

(-0.7pp)

Out of home 7.9%

(-0.2pp)

National newsbrands 7.6%

(-1.7pp)

Regional newsbrands

4.3% (-0.3pp) Consumer mag

brands 3.6% (-0.4pp)

Business mag brands 2.2% (-0.3pp)

Radio 3.6% (-0.1pp)

Cinema 1.8% (+0.2pp)

2015

total display:

£13,418m

TOP MAGAZINE ADVERTISERS

1

2

3

4

5

Source: NMR January – December 2016

6

7

8

9

10

11 16

12

13

14

15

19

18

17

20

TOP ADVERTISER CATEGORIES

1

2

3

4

5

6

7

8

9

10

Clothing & Accessories £85m

Cosmetics & Personal Care £68m

Household Equipment & DIY

£40m

Leisure Equipment £27m

Entertainment & Leisure £27m

Motors £26m

Retail £22m

Food £20m

Travel & Transport £18m

Pharmaceutical £17m

Source: NMR January – December 2016

Digital revenue set to increase by 9% in 2017

Source: Advertising Association/Warc Expenditure Report

Magazine media ad spend by platform 2015– 2017

FORECAST 2015-2016 (AA/WARC)

£564m £523m £489m

£95m £85m

£77m

£211m £218m

£232m

£72m £74m

£77m

2015 2016(f) 2017(f)

Digital classified

Digital display

Print classified

Print display

£876m £942m

£900m

CIRCULATION

OVERALL MARKET

Consumers spend over

£1.2bn annually on magazine

media

Source: ABC: January – December 2016 (consumer titles) I Ofcom

£316m spent on

subscriptions in the UK >

TOTAL UK CONSUMER MAGAZINE CIRCULATION

38.4m Total Average

Combined Circulation

20.3m Actively

Purchased

Source: ABC: January – December 2016 (consumer titles) I Ofcom

AVERAGE EDITION CIRCULATION BY MARKET SECTOR (MILLIONS)

0.1 0.2 0.2 0.6 0.8 1 1.3 1.4 1.5 1.8 1.8

3 3.3 3.4

17.8

Source: ABC: January – December 2016 (consumer titles)

GROWTH SECTORS BY CIRCULATION

LEISURE INTERESTS

+27.0% YOY

Source: ABC: January – December 2016 (consumer titles)

HOME INTEREST

+6.2% YOY

COUNTRYSIDE & COUNTRY

+6.2% YOY

REACH

31% 40% 55% 71%

MAGAZINE MEDIA MONTHLY REACH

Monthly magazine media now reach 71% of the GB adult population

Mobile Digital

Print

Any

Source: NRS PADD January – December 2016

% PENETRATION BY AGE (MONTHLY REACH)

52% 52% 55% 55%

57% 59% 59% 61% 63% 62% 64% 62%

73% 76% 74%

72% 69%

64%

Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65 Or Over

Print Print & PC Print & PC & Mobile

4.0m 4.5m 4.9m 5.6m 5.2m 6.6m 4.4m 5.1m 6.0m 4.6m 5.6m 6.4m 4.2m 4.7m 5.1m 6.8m 7.2m 7.4m

GB adults 15+ Source: NRS PADD January – December 2016

% PENETRATION BY GENDER (MONTHLY REACH)

46%

64%

55%

69%

63%

78%

Male Female

Print Print & PC Print & PC & Mobile

GB adults 15+

11.8m 14.0m 16.2m 17.1m 18.4m 20.9m

Source: NRS PADD January – December 2016

% PENETRATION BY SOCIAL GRADE (MONTHLY REACH)

60%

49%

68%

55%

77%

64%

ABC1 C2DE

Print Print & PC Print & PC & Mobile

GB adults 15+

17.1m 19.4m 21.9m 11.8m 13.0m 15.2m

Source: NRS PADD January – December 2016

% PENETRATION BY WORKING STATUS (MONTHLY REACH)

53%

65%

60%

51% 49%

61%

70%

63% 60%

54%

73%

80%

65%

75%

64%

Full Time Part Time Student

Print Print & PC Print & PC & Mobile

GB adults 15+

12.1m 16.6m 14.0m 4.0m 5.0m 4.4m 7.4m 8.1m 7.8m 2.2m 3.2m 2.6m 3.2m 4.2m 3.6m

Retired from Full Time Job

Unemployed/Not Employed

Source: NRS PADD January – December 2016

MOBILE

BRANDS WITH PRINT, WEB AND MOBILE DATA Monthly Audience Estimates (‘000s)

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

10,000

BBC GoodFood

Radio Times OK! Time Out Hello! Cosmopolitan Heat BBC Top Gear NME Glamour Elle Empire

Print Print & PC Print, PC & Mobile

+93%

+61%

+94%

+107% +59%

+30%

+146%

+80%

+44%

+120%

+49%

+65%

Source: NRS PADD January – December 2016

PRINT & MOBILE REACH – 12 LEADING BRANDS

Print

Mobile

11.43m

16.04m

Magazine media mobile audience is now larger than print

Data based on the 12 titles where data is available for print, desktop & mobile

Source: NRS PADD January – December 2016

PLATFORM REACH (MILLIONS) – 12 LEADING BRANDS

Any Print

Web

Mobile

24.7m

11.43m

16.04m

5.66m

Data based on the 12 titles where data is available for print, desktop & mobile

Source: NRS PADD January – December 2016

AUDIENCE

MONTHLY REACH BY AUDIENCE

Millennials ABC1 Men

Age 50+

ABC1 Women

70%

67%

74%

76%

76%

Families

(Children in HH)

% of audience that consume magazine media

Source: NRS PADD January – December 2016

MONTHLY MOBILE REACH BY AUDIENCE

Millennials ABC1 Men

Age 50+

ABC1 Women

30%

16%

41%

34%

46%

Families

(Children in HH)

% of audience that consume magazine media

Source: NRS PADD January – December 2016

MONTHLY DESKTOP REACH BY AUDIENCE

Millennials ABC1 Men

Age 50+

ABC1 Women

19%

15%

17%

18%

19%

Families

(Children in HH)

% of audience that consume magazine media

Source: NRS PADD January – December 2016

MONTHLY PRINT REACH BY AUDIENCE

Millennials ABC1 Men

Age 50+

ABC1 Women

54%

58%

56%

60%

52%

Families

(Children in HH)

% of audience that consume magazine media

Source: NRS PADD January – December 2016