Publishers need to look beyond traditional
print-style purchasing models and explore non-traditional methods that will
perform better in a digital environment. For example, readers could have the
option to unlock content article by article for small sums of money, or through
credits earned through watching adverts, sharing content on social media or
persuading a friend to spend money or subscribe.
Introduction
Definition
Abbreviations
To
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Executive Summary
The market
Market decline continues as print
circulation falls 8% in 2012
Figure 1: Volume forecast of UK
magazines distributed, 2007-17
Women’s and home circulation falls
15% but still holds a 44% market share
Figure 2: Estimated volume of UK
magazines distributed, by type of magazines, 2007-12
Market factors
Ad revenues continued to fall in
2012
Figure 3: UK consumer magazine
advertising revenues at current prices (excl. newspaper supplements), 2006-13
Digital streams generated 15% of
publisher turnover in 2012
Figure 4: Estimated turnover profile
for consumer magazines, 2011 and 2012
Tablet ownership explodes to 35% in
2013
Figure 5: Technology household
ownership trends, January 2012-April 2013
The consumer
Digital magazine penetration
improves to 19%
Figure 6: Magazines read in the past
six months, by version, April 2013
Interest-specific magazines continue
to dominate
Figure 7: Magazines read in the past
six months, by category, April 2013
Four in ten print magazine readers
spend less than they used to
Figure 8: Print magazine behaviour,
April 2013
Laptops and desktops remain the
favoured medium for digital magazines
Figure 9: Digital magazine
behaviour, April 2013
Print magazines seen as a good way
to ‘disconnect’
Figure 10: Attitudes towards
magazines, April 2013
There is a clear appetite for
dynamic, non-traditional payment models
Figure 11: Further attitudes towards
magazines, April 2013
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