ABC released a conglomeration of data insights around the latest consumer magazine trends and behaviours, providing a valuable glimpse into the performance of print brands. All Response Media condense the key learnings on the latest consumer magazine trends to evaluate whether continued investment is essential to create brand extensions, promote loyalty and inspire new audiences through the right publications.
T3 is leading the way in delivering men’s lifestyle magazine content online with an 18% increase last year.
TV listing magazines have seen their total print and digital circulations decline year-on-year (YoY) as VoD keeps rising. Moreover, the escalating consumer demand for diversified content has benefited newly explored titles.
T3 had surpassed BBC Science Focus with a total digital circulation of 22,971 from last year, with other titles playing catch up. The demand for digital is increasing, but there are some exceptions where print has held its position or has grown and the titles that are sparking the audience’s interest have become more specific. More on how print media is still relevant here.
Gardening has done particularly well in increasing both print and digital circulations.
BBC Gardener’s World reaching a 28% increase in print circulation YoY to a circulation of over 210,000, whilst both Garden News and Garden Answers also saw their print circulations increase YoY.
Digital circulations for home interest titles have also shown healthy increases, albeit from lower bases.
For example, Style at Home‘s print circulation enjoyed a year-on-year increase of 5.1%, Stylist has seen a small increase of 0.2% and as parents clamour to educate their children, The Week Junior has gone up by 36%, giving it a print circulation of 98,246. Ultimately, BBC Sky at Night – a magazine that has seen a 19.6% year-on-year increase in its total print and digital circulation, opens up another opportunity amongst the evening circulation rate of consumer magazines. More on how a quick, simplistic framework for evaluating media opportunities here.
All Response Media viewpoint
It’s interesting to see how the increase of BVOD is correlating with a decrease in TV listings magazines. As people get more used to being able to catch up on any program they want, then it is less important to know when it’s on. Christmas will be the barometer for the effect of this for the Radio Times.
The success of T3, which targets a very hard to reach audience, shows that niche titles remain an effective way to broaden reach. It’s easy to overlook the importance of print in reaching these sorts of audiences. Testing classified advertising in titles like this as part of an acquisition campaign is always worth consideration.
Finally, it’s encouraging to notice the magazines successfully growing their online following, which is fundamental to the continuation of good quality content online, rather than the user-generated nonsense which fills up blogs and YouTube.
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