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Exploring the UK Magazine Industry: Insights Into Consumer and B2B Magazines

The UK magazine industry boasts over 3,000 consumer and nearly 5,000 business titles, with 200-300 new launches yearly. Approximately 90% of UK adults read consumer magazines, averaging 50 minutes per issue. Each adult purchases around 22 magazines annually, contributing to a £1.6 billion advertisement spend in consumer titles alone. This industry employs 114,000 people, with significant exports. Understanding niche versus general titles, advertising dynamics, and market gaps are crucial for publishers navigating this complex landscape.

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Exploring the UK Magazine Industry: Insights Into Consumer and B2B Magazines

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Presentation Transcript

  1. Magazine Project 2 Understanding niche and b to b magazines

  2. What the PPA says • There are over 3,000 consumer titles and almost 5,000 business titles in the UK • Between 200 and 300 new titles are launched every year • Nearly nine out of ten UK adults read consumer magazines • Each consumer magazine is read, on average, for a total of 50 minutes • The average UK adult buys about 22 magazines a year • Britons are the third biggest spenders per head on consumer magazines in Europe • £1.6 billion is spent on advertising in consumer magazines every year • £1 billion is spent on advertising in business magazines every year   • The UK magazine industry employs 114,000 people • UK publishers sell 40 million magazines outside of the UK every year

  3. Consumer magazines • Titles from niche (hobby) to general. Large or small? Editor’s vision. • Types of publisher • Gap in the market/market in the gap – are the readers out there? • Are the advertisers out there – general or niche advertising? Advantages/disadvantages • How research? • Budgets • How money is made 35% ADS/65%SALES (or is it?). Sales/adverts/other income • Launch costs • Newsstand/subs • Value the adverts? • Marketing • Circulation/readership metrics

  4. Business to business • Types of publisher • Research – lists - market knowledge – spin offs • PFK-PPM • BUSINESS: Closed circulation/ subscriptions/lists -100% ads? • Quality information/ exclusives/ collation? • Ed/ad relationship – ad person as editor? • How do we balance readers/advertisers needs? • Is everything lovely? Reader respect/advertiser respect. Something for nothing? • The web – quality information?

  5. Contract publishing • Diplomacy and editorial boards • Advertising controls • Where does the money go? • Competition and switching suppliers

  6. Newsletters • Paying for information • Examples? • How is money made?

  7. House journals • Working for the man/propaganda • Writing styles • Interviewing techniques

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