Consumer ABCs: Industry analysis

The 3% increase in digital purchase is crucial. It represents a core group of engaged consumers who are making an active decision to consume content, rather than discovering it by accident and adding no value to the publisher or advertisers who are investing in the titles to speak directly to those consumers who want to hear from them.

The fact that circulation of print is down 5% across the market is, of course, a concern – but the fact that the country and countryside sector has seen such a sharp increase shows that consumers will continue to buy specialist content that they cannot find elsewhere.

The overall sector results paint an interesting picture of consumer behaviour. The growth of key home and countryside titles, compared to a 6% decline in current affairs, indicates we have shifted to a “grass is greener” mentality. There is a pervading “bad news” culture, propelled by the likes of Brexit and Trump that has caused us to become fatigued by the same type of news stories dominating the agenda. It’s a concern, but in the long run, as the war on fake news and clickbait rages on, high quality publishing will remain crucial for readers and advertisers alike.

In terms of magazines role in relation to other platforms, it will be interesting to see if the Facebook algorithm changes makes any impact on the digital (or indeed print) sales of magazines when potential readers/customers have to search harder to find the content they want, and can less often rely on data driven recommendations.

The industry’s quarterly pulse for consumer magazines shows signs of a time of change and adaptation for magazine brands. Magazine brands are set apart by their ability to create and maintain deep relationships that last with their audiences – and brands are finding new ways to establish that connection digitally as well as demonstrating the resilience of consuming distinct and relevant content in print

The latest ABC’s reveal a moderate decline of 5 per cent in print circulation and sizeable increase of 37 per cent in online readership for consumer magazines, reflecting an overall increase in demand for magazine content. The effectiveness of the growing digital presence was also highlighted by a 3 per cent uplift in digital purchases.

The demand for trusted journalism is still strong. Current affairs and news-based magazines perform well and it’s hugely encouraging to see younger readers engaging with this sector and the continued success of The Week Junior.

Established titles performed well with Good Housekeeping maintaining readership of nearly half a million in its 95th year in print. Country Living celebrated its 120th year with a 1 per cent increase in readership.

Magazine brands have a unique capacity for connecting people to their hobbies and passions. This was reflected in the ABCs – inquisitive horticultural hobbyists turned to Garden Answers which recorded its ninth consecutive YoY increase, whilst motor enthusiasts saw CAR magazine rise by 6.8 per cent YOY.

With high-profile brand safety issues facing certain areas of digital and our research with MediaCom showing it’s the brand, not the platform that impacts perceptions of trust, advertisers are starting to reappraise the benefits of magazine environments.