Magazine Trends
Post on 30-Dec-2015
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Top English Magazines
Source: PMB Fall 2011
Top 15 titles deliver over 890 Million Impressions annually.
Rank Title Category Readership(000)
Frequency
1 Reader’s Digest General Interest 5,610 Monthly
2 Canadian Living Women’s 3,806 Monthly
3 Chatelaine Women’s 3,291 Monthly
4 Canadian Geographic General Interest 3,235 Bi-monthly
5 Maclean’s News 2,437 Weekly
6 Canadian House and Home Home Shelter 2,350 Monthly
7 Canadian Gardening Gardening 2,148 7 X
8 Food & Drink Food & Beverage 2,108 Bi-monthly
9 Hockey News Sports 1,800 26 X
10 Fashion Women’s 1,786 10 X
11 Outdoor Canada Fishing & Hunting 1,772 6 X
12 Today’s Parent Parenting 1,694 Monthly
13 Elle Canada Women’s 1,354 Monthly
14 Style At Home Home Shelter 1,318 Monthly
15 Homemaker’s Women’s 1,336 9 X
Top French Magazines
Rank Title Category Readership(000)
Frequency
1 Qu’est-ce qui mijote Food & Beverage 1,185 Monthly
2 Touring (Bilingual) General Interest 1,079 Quarterly
3 Coup de pouce Women’s 1,073 Monthly
4 Châtelaine Women’s 986 Monthly
5 L’actualité News 907 20 X
6 7 Jours Women’s 889 Weekly
7 Sélection du Reader’s Digest General Interest 850 Monthly
8 Elle Québec Women’s 783 Monthly
9 Clin d’oeil Women’s 740 Monthly
10 Les Idées de ma maison Homes 681 10 X
11 Bel Âge Magazine Mature Market 603 11 X
12 Chez-Soi Homes 576 10 X
13 Ricardo Food & Beverage 562 8 X
14 Sentier Chasse-Peche Fishing & Hunting 531 11 X
15 Decormag Homes 465 10 X
Top 15 titles deliver 320+ Million Impressions annually
Source: PMB Spring 2011
100112
123131
142150 155
169181 186 191
201194
167172
'96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10
Ad Revenue Growth Index 1996-2010 (1996 = 100)
Source: Statistics Canada; Leading National Advertisers (LNA)
Ad Revenue Performance
Recession Recession
Number of Consumer Titles
Source: Statistics Canada; Masthead Magazine
908 941 9611,000 1,032
1,1141,160
1,2011,244
1,282 1,276
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Number of Canadian Consumer Magazine Titles
Source: CARD
Average Issue Circulation hasRationalized & Stabilized
62.865.9
69.372.5 73.1
66.2 66.5
2004 2005 2006 2007 2008 2009 2010
Many titles managed circulation downwards to create a more homogeneous circulation base during the economic downturn. As expected, fewer titles (11 vs. the 10-year average of 56) were launched in 2009 due to enormous global economic uncertainties.
1.01.1
1.0 1.0 1.0 1.0
PMB 09Spring
PMB 09 Fall PMB 10Spring
PMB 10 Fall PMB 11Spring
PMB 11 Fall
Average Readership per Title is Stable
Average # Readers per Title (Millions of Readers)
Source: PMB
Source: PMB
5.0 5.0 4.9 5.0 4.9 4.9
PMB 07 PMB 08 PMB 09Spring
PMB 10Spring
PMB 11Spring
PMB 11 Fall
Average Readers per Copy is Stable
Average # Readers per Title
Source: PMB
Source: PMB
Range: 0.9 – 32.6
Source: PMB
6.7 6.8 6.8 6.8 6.8 6.9
PMB 2005 PMB 2007 PMB 2009 Fall PMB 2010 Fall PMB 2011Spring
PMB 2011 Fall
Reader Interest Scores Remain Stable
Source: PMB
Score 1-10
40 41 41 4142 42
PMB 2005 PMB 2007 PMB 2009Fall
PMB 2010Fall
PMB 2011Spring
PMB 2011Fall
Source: PMB
Minutes per Issue
Timespent
reading
Source: PMB
Time Spent Reading Remains Stable
Source: PMB
87 89 8784
8175
12-17 18-24 25-34 35-49 50-64 65+
% Read a PMB-Measured Magazine in the Past 90 Days
Magazines are Read by All Age Groups
Source: PMB
Magazine Readers are Youngerthan the General Population
Source: PMB
43.541.6
25
30
35
40
45
50
Total Population Magazine Readers
5%
Years
U.S. Spill Continues Decline
Source: ABC
10010093
8086
62
80
60
76
59
74
53
72
52
68
51
62
5359
54
0
25
50
75
100
1983 1989 1998 2000 2002 2004 2006 2008 2009 2010
Total Spill Avg. Circ/Title
U.S. spill circulation is in long term declineas Canadian publications repatriate readership
Ind
ex
19
83 =
10
0
3 U.S. spill titles in Canada’s Top 100
Three U.S. Spill Titles inCanadian Top 100
Titles (Ranking)
National Geographic (35)
Cosmopolitan (53)
People (79)
Sources: CARD; ABC
Tax Deductability Advertisers in foreign-based magazines with less than
80% original Canadian content (as above)may only deduct 50% of advertising expenses.
Advertisers in magazines with 80%+ original Canadian content may deduct 100%.
2010
25
50
75
Ad Recall Actions Taken
5351
5351
55 5558 57
60
56
2005 2006 2007 2008 2009
Ad Effectiveness is Building(Ad Recall & Actions Taken)
Source: Affinity Vista Print Effectiveness Rating Service, 2005-2008
+13% Change
%
+10% Change
Source: Content Consumption in the Digital Age (Webinar Presentation Deck), Harrison Group, 2011
The Reading Experience: Paper Wins
Paper versions of magazines, newspapers and books continue to be the preferred method of reading, particularly magazines where the gap between paper and digital devices is greatest.
% who are “extremely/very satisfied” with reading activities on paper/device*
* Among consumers who have tried or currently do each activity
Paper
eReader
Tablet
Smartphone
Readers want Magazinesin Print & Digital Formats
Readers believe that digital content complements print content. However, the vast majority (87%) still want a printed magazine.
87%
13%
87% of those interested inreading magazines digitallystill prefer a printed copy
Source: CMO Council, 2010
75%
25%
75% of consumers feel that digital content complements print
Source: Harrison Group/Zinio/ MEMS Technologies, 2010
85%
15%
Source: Texterity/BPA Worldwide Certified Profile of the Digital Edition Reader, 2010. N = 9,443 digital consumer magazine readers
Digital Magazine Extras Enhancethe Reading Experience
85% of digital consumer magazine readers aresatisfied/very satisfied with their digital experience
Which of the following “digital extras”have enhanced your digital magazine
reading experience the most?
Source: Smarter Media Sales/Nxtbook Media/VIVmag, 2010. N = 5,612 subscribers to one of eight specific interactive online magazine titles
31%
36%
37%
58%
75%
Flash animation
Audio
Slide shows
Extra photos
Videos
The ongoing launch of digital brand extensions ensures:Continued relevance to readers
Build-out new and emerging audiences
Continued industry competitiveness
360˚ marketing surround
Magazines will be readywhen the reader is ready…
Magazines and the Future
2.3
3.9
4.7
5.2
5.3
6.4
7.9
14.9
Newspapers
Radio
Television
Total Advertising
Consumer Magazines
Out-of-Home
B2B Magazines
Internet
Source: PwC (PriceWaterhouseCoopers) Global Entertainment and Media Outlook – 2011-2015
2011 and Beyond
Compound Annual Average Advertising Revenue Growth Rate (%)Canada 2011-2015
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