Canadian Consumer Magazine Trends

MAGAZINE 2011
TRENDS
Top English
Magazines
Rank
Title
Category
Readership
Frequency
(000)
Source: PMB Spring 2012
1
Reader’s Digest
General Interest
5,340
Monthly
2
Canadian Living
Women’s
3,892
Monthly
3
Canadian Geographic
General Interest
3,450
Bi-monthly
4
Chatelaine
Women’s
3,280
Monthly
5
Maclean’s
News
2,426
Weekly
6
Canadian House & Home
Home Shelter
2,316
Monthly
7
Food & Drink
Food & Beverage
2,269
Bi-monthly
8
Canadian Gardening
Gardening
2,151
7X
9
Outdoor Canada
Fishing & Hunting
1,795
6X
10
Fashion
Women’s
1,723
10 X
11
Hockey News
Sports
1,676
26 X
12
Today’s Parent
Parenting
1,623
Monthly
13
Elle Canada
Women’s
1,548
Monthly
14
Style At Home
Home Shelter
1,420
Monthly
15
Flare
Women’s
1,258
Monthly
The Top 15
PMB-measured
titles deliver over
890 Million
Impressions
annually.
Top French
Magazines
Rank
Title
Category
Readership
Frequency
(000)
Source: PMB Spring 2012
1
Qu’est-ce qui mijote
Food & Beverage
1,234
Monthly
2
Coup de pouce
Women’s
1,105
Monthly
3
Touring (Bilingual)
General Interest
1,092
Quarterly
4
Châtelaine
Women’s
994
Monthly
5
L’actualité
News
966
20 X
6
Sélection du Reader’s Digest
General Interest
816
Monthly
7
7 Jours
Women’s
812
Weekly
8
Elle Québec
Women’s
794
Monthly
9
Les Idées de ma maison
Homes
669
10 X
10
Clin d’oeil
Women’s
664
Monthly
11
Bel Âge Magazine
Mature Market
634
11 X
12
Ricardo
Food & Beverage
584
8X
13
Chez-Soi
Homes
547
10 X
14
La Semaine
Women’s
484
Weekly
15
Sentier Chasse-Peche
Fishing & Hunting
481
11 X
Top 15 titles
deliver
335+ Million
Impressions
annually
Ad Revenue
Performance
Ad Revenue Growth Index 1996-2011
(1996 = 100)
Recession
Source: Statistics Canada; Leading National Advertisers (LNA)
Number of
Consumer Titles
Number of Canadian Consumer Magazine Titles
1,114
908
941
961
1,000
1,160
1,201
1,244
1,282 1,276 1,283 1,286
1,032
Recession
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Source: Statistics Canada; Masthead Magazine
143
New launches in
the past five years
489
New launches in
the past ten years
59%
of all Canadian magazines
were launched after the
internet became
commercially available
in 1989
Average Issue
Circulation has
Rationalized & Stabilized
Many titles managed
circulation downwards to
create a more
homogeneous circulation
base during the economic
downturn. As expected,
fewer titles (11 vs. the 10year average of 56) were
launched in 2009 due to
enormous global
economic uncertainties.
Circulation continues to
rebound.
Source: CARD
Average
Readership per
Title is Stable
Average # Readers per Title (Millions of Readers)
Source: PMB
Average
Readers per
Copy is Stable
Average # Readers per Title
Source: PMB
Reader Interest
Scores Remain
Stable
6.7
6.8
6.8
6.8
6.8
6.9
6.8
Reader Interest Score (1-10)
PMB 2005
Source: PMB
PMB 2007
PMB 2009
Fall
PMB 2010
Fall
PMB 2011
Spring
PMB 2011
Fall
PMB 2012
Spring
Time Spent
Reading
Remains Stable
Time
spent
reading
40
41
41
41
42
42
41
Minutes per Issue
PMB 2005
Source: PMB
PMB 2007
PMB 2009
Fall
PMB 2010
Fall
PMB 2011
Spring
PMB 2011
Fall
PMB 2012
Spring
Magazines are
Read by All Age
Groups
% Read a PMB-Measured Magazine in the Past 90 Days
88
88
87
84
82
73
12-17
Source: PMB Spring 2012
18-24
25-34
35-49
50-64
65+
Magazine Readers
are Younger than the
General Population
43.5
41.6
5%
Average
Age
Total Population
Source: PMB
Magazine Readers
U.S. SPILL
is in Decline
U.S. spill circulation is
in long term decline
as Canadian
publications repatriate
readership
Source: ABC
Two U.S. Spill
Titles in Canada’s
Top 100
Titles (2011 Ranking)
National Geographic (36)
Cosmopolitan (48)
Tax Deductibility
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)
Ad Recall (%)
+11% Change
Actions Taken (%)
+4% Change
Magazines brands
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 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.
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
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.
Source: CMO Council, 2010
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
75%
Extra photos
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
zinesCanada
2012 & 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
We’re Here to Help…