magazine trends 2011

MAGAZINE 2011
TRENDS
Top English
Magazines
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
7X
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
6X
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
9X
Source: PMB Fall 2011
Top 15 titles
deliver over
890 Million
Impressions
annually.
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
8X
14
Sentier Chasse-Peche
Fishing & Hunting
531
11 X
15
Decormag
Homes
465
10 X
Source: PMB Fall 2011
Top 15 titles
deliver
320+ Million
Impressions
annually
Ad Revenue
Performance
Ad Revenue Growth Index 1996-2010
(1996 = 100)
Source: Statistics Canada; Leading National Advertisers (LNA)
Number of
Consumer Titles
Number of Canadian Consumer Magazine Titles
Source: Statistics Canada; Masthead Magazine
250
New launches in
the past five years
560
Launches in the
past 10 years
59%
of all Canadian magazines
were launched after the
internet became
commercially available in
1989
Average Issue
Circulation has
Rationalized & Stabilized
62.8
65.9
69.3
72.5
73.1
66.2
66.5
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.
2004
Source: CARD
2005
2006
2007
2008
2009
2010
Average
Readership per
Title is Stable
Average # Readers per Title (Millions of Readers)
1.1
1.0
1.0
PMB 09
Spring
Source: PMB
PMB 09 Fall
PMB 10
Spring
1.0
PMB 10 Fall
1.0
PMB 11
Spring
1.0
PMB 11 Fall
Average
Readers per
Copy is Stable
Average # Readers per Title
5.0
PMB 07
5.0
PMB 08
4.9
PMB 09
Spring
5.0
PMB 10
Spring
Range: 0.9 – 32.6
Source: PMB
4.9
PMB 11
Spring
4.9
PMB 11 Fall
Reader Interest
Scores Remain
Stable
6.7
6.8
6.8
6.8
6.9
PMB 2011
Spring
PMB 2011 Fall
6.8
Reader Interest Score (1-10)
PMB 2005
Source: PMB
PMB 2007
PMB 2009 Fall PMB 2010 Fall
Time Spent
Reading
Remains Stable
Time
spent
reading
40
41
41
41
42
42
Minutes per Issue
PMB 2005
Source: PMB
PMB 2007
PMB 2009
Fall
PMB 2010
Fall
PMB 2011
Spring
PMB 2011
Fall
Magazines are
Read by All Age
Groups
% Read a PMB-Measured Magazine in the Past 90 Days
87
89
87
84
81
75
12-17
Source: PMB
18-24
25-34
35-49
50-64
65+
Magazine Readers
are Younger than the
General Population
50
43.5
41.6
45
5%
40
Years
35
30
25
Total Population
Source: PMB
Magazine Readers
Average Issue
Circulation has
Rationalized & Stabilized
100
100100
93
86
80
80
76
74
72
75
62
60
68
62
59
53
52
51
59
53
54
50
U.S. spill circulation is
in long term decline
as Canadian
publications repatriate
readership
Three U.S. spill titles
in Canada’s Top 100
25
0
1983
1989
1998
2000
2002
Total Spill
Source: ABC
2004
2006
2008
Avg. Circ/Title
2009
2010
Three U.S. Spill
Titles in Canadian
Top 100
Titles (2010 Ranking)
National Geographic (35)
Cosmopolitan (53)
People (79)
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%.
Sources: CARD; ABC
Ad Effectiveness
is Building
(Ad Recall & Actions Taken)
75
60
58
55
53
55
53
51
57
51
50
25
Ad Recall
2005
Source: Affinity Vista Print Effectiveness Rating Service, 2005-2008
2006
Actions Taken
2007
2008
2009
56
Magazines, as content
providers, are brands that
easily span platforms and
digital devices
Magazines, as content providers, are brands that easily span platforms and digital devices
The Reading
Experience: Paper Wins
% who are “extremely/very satisfied” with
reading activities on paper/device*
Paper
eReader
Tablet
Smartphone
* Among consumers who have tried
or currently do each activity
Source: Content Consumption in the Digital Age (Webinar Presentation Deck), Harrison Group, 2011
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.
Readers want
Magazines in Print &
Digital Formats
87% of those interested in
reading magazines digitally
still prefer a printed copy
75% of consumers feel that digital
content complements print
Readers believe that
digital content
complements print
content. However, the
vast majority (87%) still
want a printed magazine.
13%
25%
87%
Source: CMO Council, 2010
75%
Source: Harrison Group/Zinio/ MEMS
Technologies, 2010
Digital Magazine
Extras Enhance the
Reading Experience
85% of digital consumer magazine
readers are satisfied/very satisfied
with their digital experience
Which of the following “digital extras”
have enhanced your digital magazine
reading experience the most?
Videos
15%
75%
Extra photos
85%
Slide shows
37%
Audio
36%
Flash animation
Source: Texterity/BPA Worldwide Certified Profile of the Digital Edition
Reader, 2010. N = 9,443 digital consumer magazine readers
58%
31%
Source: Smarter Media Sales/Nxtbook Media/VIVmag,
2010. N = 5,612 subscribers to one of eight
specific interactive online magazine titles
Magazines and
the Future
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 ready, when the reader is ready…
zinesCanada
2011 & Beyond
Compound Annual Average Advertising Revenue Growth Rate (%)
Canada 2011-2015
Internet
14.9
B2B Magazines
7.9
Out-of-Home
6.4
Consumer Magazines
5.3
Total Advertising
5.2
Television
4.7
Radio
Newspapers
3.9
2.3
Source: PwC (PriceWaterhouseCoopers) Global Entertainment and Media Outlook – 2011-2015
magazinescanada.ca
www.magazinescanada.ca
adinfo@magazinescanada.ca
416-596-5382
We’re Here to Help…