GROWING CUSTOMER MAGAZINE MARKET PROVES IT’S NOT ALL OVER FOR PRINT
A new report from marketing intelligence experts Key Note, revealed that revenue generated by customer magazine publishers based in the UK grew 9.6% between 2010 and 2014.
Six of the top ten consumer magazines (by circulation) are now represented by customer titles, with National Trust’s member publication, The National Trust Magazine reporting the highest circulation for the 6-month period ending December 2014, according to the Audit Bureau of Circulations (ABC), with a total net distribution of 2.1 million.
This was followed by ASDA Magazine and Tesco Magazine — both of which reported circulations of over 1.9 million for the same 6-month period.
However, it is not only freely distributed customer titles that have achieved growth in recent years, with a number of major brands, such as Sports Direct and Net-a-Porter, launching their own paid-for print publications to rival mainstream consumer titles, such as Men’s Health and Vogue, respectively.
Net-a-Porter’s fashion bible Porter magazine, for example, which has been strategically marketed alongside rival consumer titles and carries a cover price of £5 per issue, has already been widely heralded as a success, generating a circulation of 152,000 just a year on from being launched.
Forever Sports from discount retail sports chain, Sports Direct, is now thought to represent the UK’s second biggest-selling print title in the UK, with a circulation of 90,093, after achieving a 45% period-on-period increase in sales just 11 months after its initial launch.