Knowing Your Magazine ABCs Jan-Jun 2018
The magazine market has changed dramatically over the last few years; not only through changes in consumer habits but also through what readers perceive to be acceptable in the modern wold. The focus on content and moral obligation within the market has never been greater. For publishers to survive within a market place of this nature, consistent evolution is essential and engagement with readers on issues that really matter to them is key.
The need for this focus has been reflected in the latest set of results, whereby the overall market has seen a decline of -10.4% YoY on actively purchased print and digital sales combined. As always, some markets have seen greater successes than others. The News and Current Affairs market have branched out to new, younger audiences to secure an increase of +2.4% YoY overall. An increase in digital edition circulation and varying distribution methods have driven the condensed Men’s Lifestyle sector to a safe -1.2% YoY decline. While the Food & Retail market have concentrated on consciously keeping up with the latest trends through their editorial themes, including healthy eating and vegan recipes, resulting in a marginal -2.5% fall YoY.
2018 saw dramatic changes in the magazine landscape with two dominant publishers being sold. TI Media (previously TimeInc) was acquired by new owners, Epiris in February and more recently Dennis were sold to private equity firm, Exponent (who previously owned Immediate Media).
TI Media actioned immediate magazine closures of titles which were not commercially viable (despite them being long standing legacy brands); these titles included NME, Look and most recently Soaplife, which publishes its final issue in August. Further to this, a change in strategy to cut multi-packs from their weekly magazine portfolio has led to them seeing one of the biggest drops from any publisher in actively purchased sales across their portfolio, with all titles seeing circulation declines and an overall drop of -11.6% YoY. There has been a shift in the market focusing on quality of content rather than quantity, TI Media believe that multi-packs have become much less valuable to readers and only help boost sales for publishers. Not only has this strategy cut production costs, but TI Media believe they are already starting to see positive signs on their underlying sales performance as it thought that multi packing devalues the more premium brands. The results of this approach should be evident in the next reporting period.
With a year of uncertainty around the sale of Dennis, it was unsurprising to see little investment in their brands over this period. Despite this Dennis reported an impressive increase of +23% YoY, however this was only reflective of 3 titles (The Week, The Week Junior and MoneyWeek) due to the remainder of their titles only reporting annual figures. This increase was driven by the Week Junior, who reported their second round of results and have seen PoP growth of +31%. The lack of investment however was visible in the result of their usually stable sister title, The Week, who reported one of their biggest ever declines of -3.3% YoY. Such a large proportion of Dennis’s portfolio is made up of passion points in the form of cycling, fitness and tech and following a recent study by Enders, which showed the increasing importance of passion points in consumers lives, this is something that should work in their favour going forward. The research revealed that 90% of discretionary consumer spend has come from ‘identity categories’, once again showing the importance on the content that publishers are creating.
The first half of the year has left publishers finding themselves faced with a new wave of audience; an audience which is empowered and confident to critique, not only the content that is being produced, but also the way in which it is being produced in relation to their values. With this, editorial strategies have had to evolve to remain relevant, both with their audience and current cultural norms. Shortlist recently created their first ever Pride issue, for example, to fully engage the LGBTQ+ community. It’s no longer just about aesthetics and it’s considering this that many publishers have made changes to their titles.
Shortlist Media have adopted a likeminded editorial strategy across their entire portfolio with initiatives to empower both women and the modern man in the wake of the #MeToo campaign. Stylist’s yearlong brand campaign, ‘Visible Women’, stands to make a radical difference to gender equality. Similarly, in line with their Pride issue, Shortlist have launched ‘Mankind’ to put an end to outdated stereotypes of masculinity and to ensure their content is inclusive of everyone. The initiatives, both aimed to shine a light on the core subjects that lie at the heart of their audience, are likely to be the first of many within the publishing market.
Bauer have also made changes to their portfolio over the past six months, closing lifestyle website The Debrief to unify their engaged, passionate audience with Grazia online. In doing so, Bauer have created one hub with a unique voice to approach female empowerment, fashion authority, political views and news. These changes are likely become more prominent within the magazine too, as such topics continue to have a broad appeal amongst women in a rapidly changing social landscape.
The past 6 months have also seen the launch of the much anticipated PAMCo, the new publishing readership measurement survey. To date the survey has reported an impressive monthly magazine brand reach of 35 million adults. This coupled with the simple fact that over 20 million magazines were sold in the UK in the last 6 months only go to substantiate the huge reach that magazine brands have.
A recent research project run by Magnetic (the magazine industry body), proved that magazines are more trusted than social media implicitly. With so much focus over the last year on brand safety the magazine market has been able to demonstrate its true strength through in-depth, trusted and well-respected editorial more than ever before.
Moving forward into the next 6 months it will be essential for publishers and brands to take charge in the topics that really matter, and further demonstrate that they are listening to what their readers want. Relevant content is key and with more focus on passion points and brands moral understanding, editorial teams will be under more pressure than ever to deliver this across all platforms. Brand extensions such as events and licensing continue to be important for publishers to keep their brands vibrant and visible beyond just the magazine and to drive incremental revenue for the business.
The women’s monthly market saw an overall decline of -8.3% YoY this period in its combined print & digital actively purchased sales with a mixture of results within this.
Hello! Fashion Monthly had the highest combined print and digital figures at +11.2% YoY, which has been pushed hugely by their print product. Their print product alone was up +9.8% YoY. The title has not made any major editorial changes over the last six months; however, they have had a rise in their subscriptions by 171% to 5,997 and have actioned various promotional support initiatives across all major retailers. The title has also increased their cover price from £1.00 to £1.20 with the August Issue, yet despite this they have still had a significant YoY increase.
Vogue has been another success story in this period and have increased their print and digital combined circulation by +1.7% YoY. Edward Enninful’s vision for ‘New Vogue’ is well and truly underway and the title has added new sections including travel and tech industries. He has also completely overhauled their fashion, beauty and jewellery editorial. They have invested in a big subscriber drive with the introduction of limited edition covers. The brand has also introduced ‘magic moments’, a concept for special issues where they create a moment with a brand partner and offer limited edition, signed copies plus exclusive competitions. This year has also seen the title secure some huge cover stars from Ariana Grande to Oprah. The ambition for the brand is certainly lofty and they want to continue to build on the huge success they’ve enjoyed since Edward joined as Editor.
Despite exhibiting an average decline of -7.1% YoY across their women’s monthly titles, Hearst reported a variety of circulation uplifts and declines across their portfolio. Red had great results this period and had a combined print and digital increase of +2.7% YoY, which is the second highest in this market. The main drive for success was their brand reposition. They have moved away from using international cover stars to iconic UK cover stars who resonate far stronger with the target audience of young professional UK women. This has resulted in an uplift in news stand purchases by +2.6% PoP.
Cosmopolitan has doubled their cover price from the March issue (from £1 to £2), which has accounted for their significant -29.2% YoY decline in its actively purchased circulation across print & digital. This change in price is part of their new strategy moving forward to concentrate on core readers through a fair price at newsstands and streamline the dynamic distribution strategy to concentrate on routes they know work and deliver the same engaged audience as paid for copies. Despite this decline, Cosmopolitan have reported a healthy actively purchased circulation of 207,492 and continues to have the second highest circulation in the women’s monthly market behind Good Housekeeping. Cosmopolitan remains a trusted source of authority, inspiration and fun for young women across various touchpoints. Their website has increased monthly global unique users by +73% YoY and their Snapchat channel is also up to 1 million daily UK unique users, 50% of which are coming back at least 3 – 4 times a day.
ELLE saw a -17.5% YoY combined print and digital decrease, however it is important to note that the title has maintained its cover price of £4.40, whereas comparatively Vogue have cut their price to £2.00 per issue. This suggests that readers have migrated from ELLE to Vogue in this fickle marketplace, as they want access to premium content but for a reduced price. Despite their decline in circulation, ELLE has secured some of the strongest brand collaborations to ensure it reaches consumers who are in the fashion, beauty and shopping mindsight and looking for inspiration. The brand currently works with Look Fantastic and London Fashion Weekend to distribute copies to a highly relevant market.
Harper’s Bazaar continues to be a positive story for Hearst as it saw a +3.5% YoY growth in its print product. 2018 has been an exciting year for Bazaar with their ‘Power of Women’ theme that has been a focus throughout the year. 2018 has also been a record year for Bazaar in terms of digital performance, albeit from a small base, their UK actively purchased for digital editions has increased by +94.4% YoY. Likewise, their website has seen substantial YoY growth with their unique UK users per month up +101% YoY following significant investment into their online platforms. This shows Bazaar are following in the footsteps of Cosmopolitan and becoming a cross-platform power house.
TI Media’s Marie Claire had the biggest YoY combined decline in this sector at -32.3%. Due to the increase in market-wide multi-packing and price-cutting, which Marie Claire does not believe engages with their core audience, they have instead chosen a strategy of investing in high-quality journalism across both their print and digital platforms, which we will hopefully see in the next period since the new owners have taken over at TI Media. The title has also taken the decision to increase the price of the magazine and reduce the costs of news stand promotions.
Overall the women’s monthly market has seen some strong declines in this period, however due to some great YoY increases this sector is in line with the market total (-8.2% YoY). We can tell from the above that many brands are having to make difficult decisions for their long-term health as short-term tactics that dilute or cheapen are simply not sustainable. Titles are working towards increasing their scale and brand perception through a multi-channel approach.
The women’s weekly market opened 2018 with a less than positive story, seeing widespread declines across the market including the closure of TI Media’s LOOK Magazine in May. It appears that no other title picked up any of the 53k circulation from the closure of TI’s LOOK Magazine because all youth celebrity weekly titles were down PoP, even stable mate Now Magazine was down 35.2% PoP. This demonstrates that the market is saturated.
The women’s weekly classics market has seen a YoY decline of -16.1% however, for Bauer Media’s Bella Magazine they have seen a recorded a growth, displaying a total increase of +2.9% YoY. With a circulation of 164,942, the title has over taken Woman Magazine to become the number one leader in this sector, 31 years after it launched! The title’s success can be accredited to an array of celebrity cover stars such as Holly Willoughby, Ruth Langsford and the Loose Women as well as special editions covering core topics like the Royal Wedding and diet specials.
It is an outstanding story for Hello! Magazine, the title saw a +5.8% increase PoP and a +7.9% YoY and is now the biggest selling women’s celebrity weekly magazine, it has outperformed the women’s lifestyle and fashion sector both PoP and YoY. One of the reasons behind Hello!’s success is the spectacular period they have had of Royal Family content. Hello! has a loyal readership, consumers buy into their brand and quality editorial. Therefore, with the extensive royal content, the Royal wedding and the birth of the Duke and Duchess third child this has really bolstered sales rather than relying on free distribution and discounting as other titles have done in this sector. Subscriptions have also continued to grow whilst increasing the cover price by 10% to £2.20.
Free commuter weekly Stylist also reported positive figures this period, with their total print and digital UK figures +0.7% YoY. The brand ran several special issues during this period including the big fashion issue, the luxury edition and their Suffragette special. The success of this newly introduced franchise which celebrated the 100-year anniversary of the women’s right to vote, helped the launch of their Visible Women initiative. This year long project seeks to raise the profiles of women past and present with the aim of empowering future generations.
Despite undergoing an editorial refresh last autumn, Bauer’s premium women’s weekly Grazia, displayed an overall loss of -14.0% YoY in actively purchased circulation. The brand’s refreshed high-quality look resulted in a significant increase in cover price which may have contributed to the drop-in print circulation. Nevertheless, the title has expanded its portfolio with a series of recent launches including their first podcast series “Grazia Life Advice” and their first ever beauty box packed full of cult brands and products taking the brand beyond print.
TI Media’s titles fared less well, exhibiting an overall loss of -11.5% YoY across all titles. However, the publishing house is looking at ways to keep its readership engaged via investment into their digital platforms and brand re-designs. Pick Me Up, who reported a total loss of -12.8% YoY, relaunched their Magazine earlier this year with a clearer, stripped back design, increasing the word count of the features to improve the story telling.
Considering the closure of LOOK magazine and concentrated efforts into expanding their portfolios, it is clear to see that the women’s weekly sector is determined to keep up with their ever-changing consumer. As a result, digital editions have seen continued success this period and are up +25.2% YoY in the UK which shows positive areas of growth for brands within this sector. The biggest successes here are Best which saw +69% increase YoY and My Weekly which was up +59.7% YoY. The digital numbers are off small bases but are still seeing growths.
News & Current Affairs
The print and digital editions of the News & current affairs market was up +2.4% YoY, print remained static with a -0.2% YoY fall for actively purchased editions. The impressive result was driven by The Week Junior who reported their second round of figures, without this the market wouldn’t have fared so well and instead would have reported a -2.7% YoY drop across print and digital.
There has been an abundance of topical and relevant stories for this sector to thrive on e.g. Trump, Brexit negotiations and the royal wedding, however despite only three publications in this sector achieved an increase in circulation which has staggered the usual consecutive growth this market is used to. With many brands to choose from in this market and readers getting their fix of this news online as and when it comes out, publishers are having to become more aggressive with their marketing strategies.
The Economist remains the most successful title within this category generating an impressive +9% YoY spike in UK actively purchased copies. Despite a 99p cover price rise last year, they have continued their streak of success by sending tricycles to metropolitan hubs across London handing out ice creams, vouchers for free coffee and a subscription offer ’12 weeks for £12’ which gained 467 new subscribers in the first two weeks of the campaign. The Economist are also collaborating with platforms such as Snapchat to reach younger audiences and creatively developing a new following which wasn’t their previously.
The Spectator had a fantastic ABC period, overall, they are up +20.4% YoY which was driven by their digital editions being up +63% YoY. The brand has embraced a new audience by creating a digital only subscription offer which gifts the first month free. The Spectator’s digital counterpart had only ever been packaged with print in the past. The Spectator also achieved a +2% YoY growth in their print sales undeterred by a price rise from £4.25 to £4.50. A contributor to the boost in print circulation has also been generated through another subscription offer which includes ‘12 issues for £12’.
The Week’s total print circulation was down -12.3 % YoY due to large removal of bulks and sales dropping overseas, actively purchased including digital editions was only down 1.2%. The Week Junior which targets 8-14-year olds achieved the biggest growth figures in the market rising by an impressive +21.9% PoP to 51,998. The Week will continue to adopt their ‘6 issues for £1’ promotion in to 2018 and expect this to help attract new readers. Alongside this, Dennis have been pushing the publication with a radio partnership on LBC plus online and TV adverts. The Week is owned by Dennis Publishing, who has recently been sold to Exponent therefore we will no doubt see an injection of investment into the publisher’s hero title.
The News and Current Affairs digital editions UK actively purchased reported a +9.5% PoP increase and a +15% YoY. This shows the journalism in this market is still very desirable and very much needed, however audiences moving from print to online editions could be new trend in future ABCs for this market.
This period has seen positive results for the Men’s Lifestyle sector which saw a minimal decrease of -1.2% YoY on its actively purchased circulation including digital editions across the market.
Shortlist lead the way in terms of positive results, remaining almost flat YoY with a result of -0.1%. The brand saw multiple special issues this year such as ‘The High-brow World Cup issue’ which launched 14th June, this issue not only featured artwork by Tim Cunliffe but it was the commencement of the titles expansion on inclusive editorial that involves every reader. Shortlist have begun a new initiative in the Men’s market with their launch of ‘Mankind’, this strategy sees the brand breaking away from stereotypes to assist men in living happier lives. This could be a step in the right direction as this approach may ignite a trend across the market.
GQ have seen a YoY decline of -8.2% in its actively purchased circulation. This decline may be driven by the fact that GQ have lost the engagement and interest of their readers, by not catering their content to market trends. In a bid to regain their readers, GQ will release their 30th Anniversary issue this December in which they have completed a large research study with YouGov looking into the ‘state of man’ today and modern masculinity across all key topic areas for GQ. This exclusive content will be placed across all the key GQ platforms, digital, print and social. The title will be celebrating this project and will continue to expand its content using the results. This may be a step into the right direction for the GQ.
Hearst’s Esquire saw a decrease of -6.3% YoY, which could be due to readers transitioning over to viewing content on their social platforms. The brand this year has been driven by online traffic, seeing a +70% increase of their audience visiting their website on mobile. Hearst continue to engage their readers by their use of key environment distribution at key fashion and fitness events. Hearst have exciting upcoming changes for the magazine next year, with embargoed plans for their brand to disrupt the status quo, making it one to watch.
Despite the Home Interest market sitting at an overall decline of -7.9% YoY on UK actively purchased including digital editions. Hearst’s Elle Decoration demonstrated the best performance throughout this period, showing an impressive YoY increase of +4.5% on total actively purchased and overtaking TI Media’s Living Etc in the contemporary homes sector for the first time with a total print circulation of 67,954 and 62,470 respectively.
The Elle Decoration brand has not only managed to increase their print circulation at large with an increased support of overseas purchases, but also cause a great stir within the homes market with a growing pipeline of licensees. The title launched its first UK licensing deal with Bathstore, stocking issues in stores across the country and collaborating on their first range of Elle Decoration styled bathroom units for consumers to purchase.
Overall, Hearst displayed a minor loss of -3.1% YoY across their home interest portfolio this period indicating that print is still popular within this sector. Their title Country Living continues to thrive with a total print circulation of 178,182, and a minimal loss of -2.6 % total actively purchased YoY. Editor in Chief, Susy Smith has developed the brand which has one of the most advanced eco-systems of any UK magazine with 14 nationwide Country Living Fairs, a wide range of licensed products, dating sites, entrepreneur networking events and a two successful TV series.
TI Media’s home interest titles revealed a mixture of results this period. Market leader, and highest circulating title within this sector Ideal Home, exhibited an overall loss of -9.4% total actively purchased YoY. Despite this, their efforts over the last year to develop their digital offering, migrating from housetohome.co.uk to idealhome.co.uk have benefitted the brand, with unique users up +57% YoY. Similarly, Living Etc, who were down -9.5% YoY, have focused their efforts on their digital platforms and have since reaped the rewards. Since February the brand has witnessed significant growth on their Instagram platform, and over 1m views on their website. It will be interesting to see how these two core brands develop, considering the recent acquisition and rebrand of the publishing house.
Food & Retail
The Food and Retail market was down -18.4% YoY in UK actively purchased circulation. In a market where most of its distribution is free, it is important to look at the total circulation figures which only saw a relatively small decline of -2.5% YoY including digital editions, with the majority of free publications seeing an increase in circulation within this period.
Immediate Media, who dominate the paid for food sector, saw each of their titles suffer a decline in this period. delicious. magazine was able to minimise this with a -2.8% YoY decline, now having a circulation of 54,194. This result has been attributed to actively ensuring they keep up with the latest trends in the Food market. An example of this is increasing the pagination of the healthy section which includes vegetarian and vegan recipes; both of which have become increasingly popular in recent times. BBC Good Food, the leading paid for food title saw a -10.3% YoY decline. It seems like their audience have migrated to their digital proposition as the website has reached a record high and now reaches 22m monthly unique users. The brand is always looking for new innovative ways of reaching their audience and this month launched voice skills on the Amazon Alexa, containing 11,000 of their recipes for users to utilise for hands free cooking.
In terms of the free market, the supermarket titles all saw an increase in their circulation this period. The only title to see a PoP decline was Foodism which saw -18.3% (and -19.1% YoY), this can be attributed to them distributing a large proportion of their print run at one off events such as Taste of London and Wine Week which hasn’t been included on their ABC certificate. It has been an exciting year for the title as they look to diversify, having bought the restaurant experience London in the Sky and are planning to launch a version of the title in Sydney.
With the ever-changing availability of TV content including the evolution of catch up, on demand and the growth of Netflix and Amazon subscriptions the TV market is still undergoing significant challenges. This continues to impact the linear TV listing market, which continues to steady decline with the overall result from this period sitting at -5.5% YoY. To salvage their brands, we see publishers continually aiming to evolve, with Bauer’s What’s On TV (-6.1% YoY) successfully launching a TV pick of the day service on Amazon’s Alexa, allowing people to seek TV viewing guidance in a new and innovative way as well as having a ‘What else can I watch?’ to give readers an insight into what is available outside of the traditional listings.
TI’s Soaplife closed in August this year after 20 years, less than six months after shifting to a weekly title from fortnightly (and before that monthly). TI claimed it to be no longer commercially viable despite boosting sales figures in the second half of last year with a +9% growth in sales YoY. The closure was a decision made post new ownership demonstrating despite the growth in audience, advertising revenue didn’t follow suit.
Despite the overall decline in circulation, the closure of Soaplife and change in viewing habits, the TV listing market still commands large circulation numbers every week. Even with circulations naturally dropping post-Christmas, the top titles still perform well when comparing to other sectors. Bauer’s TV Choice continues to lead the market with a print circulation of 1.17 million which remains the highest consumer magazine in the UK. What’s On TV maintains second place down -6.1% YoY, followed by Immediate Media’s Radio Times -7.3% YoY. Radio times key issues this year for the World Cup, Wimbledon and Royal Wedding saw around +5% uplift is sales which demonstrates people still turn to trusted TV guides at key moments.
For the motors market, their ABC results are released annually and therefore there was little to report in terms of figures for this period. In the last set of ABCs’, we saw all motoring titles display a loss of -9.8% YoY. From this period, we have seen all titles experimenting with new innovative ways to capture and retain their loyal fanbase.
F1 Racing have added an additional 16 pages to each issue. This new section is called F1 Racing Retro, it will help to reflect the long and varied history of the sport, highlighting the great drivers of old with a new column by Nigel Roebuck. In addition to Roebuck’s column on the greats of grand prix racing, there will be the beautifully-shot ‘Now That Was A Car’ feature which make a Formula1 car of yesteryear jump out of the page. As well as changing the editorial content, F1 have launched a new marketing incentive by introducing a new trial offer; 3 months of print and digital access for £1 followed by a Direct Debit step-up. F1 are also looking to improve their subscriptions by offering subscribers the best deals and introducing an exclusive welcome package for new subscribers plus a monthly newsletter. Both should hopefully increase F1’s circulation overall in the next period.
In the last ABC period Autosport suffered the biggest decline out of all the weekly titles. The title has been looking into ways they can improve the publication. They recently changed the size of the magazine and included new sections in performance and engineering supplements alternating months instead of random allocation throughout the year. This gives readers more knowledge into what they can expect from each upcoming issue. Autosport Media has heavily invested in a subscriptions marketing team of which their core marketing strategy for Autosport in 2018 has focused on increasing the number of subscribers interacting with their digital products i.e. the digital page turner, this has been a positive step for the publication. They have also introduced a new trial offer; 6 weeks of print and digital access for £1 followed by a Direct Debit step-up. Hopefully they will reap the rewards of this next release of circulation data.
One of the highest circulating automotive magazines What Car? saw a decline in circulation last year but have been spending a lot of time working on the re-launch of the website. The launch, which is due to happen in September has been the primary focus this year for the title. Once the new-and-improved website is launched, the brand is planning on running several marketing campaigns which will be a first for Haymarket and anticipate this relaunch will have positive effect on their press circulation too.
The motoring sector’s highest circulating monthly, Immediate Media’s BBC Top Gear Magazine has made changes to try and stabilise its declining numbers. This decline is no doubt associated with the downfall of the well-known TV series Top Gear, after Jeremy Clarkson’s 12 years stint presenting the show came to an end. The Magazine has since adapted its content by adding in a couple more pages within the main feature run of the Magazine which all Top Gear readers absolutely love. Top Gear are focusing on their Silver Jubilee Celebration, due to go on sale in September, they are using the editorial theme of the Magazine to create retrospective content from each of last 25-years within a bagged supplement. Top Gear have also changed their subscriptions by offering discounts on bulk buys.
Health & Fitness
Most of the titles within the Health and Fitness sector release their circulation figures annually. The only titles to release data were Hearst’s Men’s Health and Women’s Health. After seeing the closure of Top Sante and Women’s Fitness at the beginning of 2018 and titles such as balance now releasing their data annually, the remainder of the Health and Fitness market have faced an overall decline of -24.9% YoY across the market.
There has been a focus on wellbeing in 2018, which has been greatly reflected by consumers exploring their mental fitness, as well as their physical wellness. The titles in this sector have begun to take on this new outlook of life.
Hearst are now dominating this conversation with their fitness publications, showing an emphasis towards trending subjects, such as ““Why it’s important to talk about mental health” which focuses on breaking the stigma around the mental wellness in men. Men’s Health have been actively experimenting with their cover policy by applying diversity on their covers in the form of switching between celebrity icons and fitness models, allowing them to tap into the latest trends/interest of their readers, however despite this they have seen a -16.8% YoY decrease which could mean that this audience are more receptive to the fitness models. It is a more positive story for Women’s Health who posted a slight decline of -4.1% YoY for actively purchased copies. This publication has also recently been awarded the PPA Magazine of the Year for the 3rd consecutive year. In another bid to follow current trends, in December Women’s Health will be launching a programme founded by inspiring Women in Sport, this will be focused on body confidence and mental strength.
To remain prominent in the market, some titles have started to focus on special brand events. With a circulation of 20,872, Dennis’s Cyclist magazine runs a ticketed event whereby readers can interact with their cycling advertisers – trialling new bikes, kit and bike accessories to hit the market. This has been a success story for Cyclist, they have had to increase from 2 to 4 events per year due to high demand, emphasizing how the demand for such passion point events.
Although this sector has seen an overall decline, the publications are evolving and proactively adapting with market trends to engage with their readers interests. With plans in future issues to continue the discussion of diversity and mental health.