Women’s Magazine Survey – Special Interest Titles Growing

According to a new Mintel survey into the Women’s Magazines sector, the total consumer magazine market was valued at just over £1 billion for 1993, of which women’s magazines accounted for some £305m. Despite the fact that the sector has been undergoing a long term decline in volume sales, women have been increasing their expenditure on more special interest titles, for example in the home interest sector. For 1994, Mintel estimates the women’s magazine market will be worth £315m.

Sales of weekly magazines have been affected by the trend towards specialist titles, while the resilience of the monthlies is due to successful lifestyle marketing, Mintel suggests. IPC remains the overall major player, with National Magazines the market leader in the monthly sector. Product development in the recession has been concentrated on existing titles rather than launching new ones, so there are few new titles, which points to a saturation of the market, the Mintel report says.

In terms of distribution increasing numbers of supermarkets now stock the major sellers, and purchase patterns are split evenly between impulse and regular buys. Women’s requirements from a magazine have changed little since 1990, with articles on the home and family more important for the older women, and fashion and beauty highest among under 25s.

Mintel predicts that future prospects for the sector are promising, and that the market’s performance in the recession has been helped by providing a product that the consumer wants.

Mintel: 071 606 6000