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Teenage Magazine Market Overview

A brief overview of the Teenage Magazine market - including key competitors.

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Teenage Magazine Market Overview

  1. 1. Teenage Magazines<br />A market in need of new ideas.<br />
  2. 2. Conclusions<br />Outline of the Presentation<br />Competition<br />from<br />Outside<br />Overview of<br />the Market<br /><ul><li> Key features
  3. 3. Decline
  4. 4. Why?</li></li></ul><li>Key Features<br />Total value of sales = £35 million (March 2008)<br />‘Teen Magazines’ focus on pop and celebrity culture, lifestyle and fashion.<br />All Teen Magazines in the UK target girls exclusively<br />The market leader is currently Sugar (Hachette Filipacchi)<br />Overview<br />
  5. 5. Market in Decline<br />Sales Down by 60% from 2002<br />Circulation only a third of 2002 levels<br />Overview<br />2002<br />2007<br />2009 (est)<br />
  6. 6. Far fewer titles available<br />Overview<br />Victims include:<br />Smash Hits (2006), CosmoGirl, TV Hits!, Sneak and It’s Hot! (2007)<br />
  7. 7. Overview<br />Circulation in remaining magazines has decreased.<br />
  8. 8. It’s not all bad!<br />Overview<br /> Adult men’s & women’s magazines have increased sales despite facing the same challenges.<br /> 82% of girls aged 11-19 buy a magazine at least once a month (almost 1 in 3 buy a magazine weekly).<br />Top of the Pops Magazine has been increasing year-on-year circulation since 2002<br />
  9. 9. Overview – Summary<br />The future of the market looks grim.<br />Only Top of the Pops is growing and established magazines are slipping fast - Bliss’s circulation dropped by more than 30% in the second half of 2008.<br /> This raises two questions:<br />Why is the market declining?<br />Why has only Top of the Pops grown?<br />Overview<br />...<br />
  10. 10. Conclusions<br />Outline of the Presentation<br />Competition<br />from<br />Outside<br />Overview of<br />the Market<br /><ul><li> Traditional Media
  11. 11. New Media
  12. 12. The Great Media Squeeze</li></li></ul><li>Traditional Media<br />Competition<br />Traditional media is a threat to magazines more than ever.<br />Traditional Media<br />Books<br />Newspapers<br />Television<br />
  13. 13. 1. Books – Renaissance of Reading<br />Competition<br />Huge upsurge in book readership among teenagers – fuelled by Harry Potter and Twilight series.<br />More popular among teenage girls: 31% of girls aged 11-19 have read 10 or more books in the last year.<br />Competes for ‘quiet time’ <br />
  14. 14. 2. Newspapers – Rise of the Free Rags<br />Competition<br />Increased coverage of celebrities in mainstream media.<br />Doesn’t compete for teenagers money: Only 17% of teens aged 11 - 19 spend money on newspapers.<br />However: Rise of free daily newspapers, and access to parent’s newspapers mean impact is higher than this figure suggests.<br />
  15. 15. 3. Television – More & More Channels<br />Competition<br />Ever increasing number of digital channels – all tastes in music are now available at any time. e.g. Kerrang!, MTV2, etc.<br /> Celebrity and reality shows also well represented on new channels (ITV2, TMF, etc.)<br /><ul><li>Increased likelihood of teenagers having a TV in their room (more than half of teenagers have 4 or more TVs in their house)</li></li></ul><li>Traditional Media - <br />Traditional media has changed a lot since Teen Magazine sales peaked in the late 1990s.<br />Teenagers increasingly see themselves as adults – adult magazines are competition too.<br />Therefore, should Teen Magazines target younger teens?<br />Competition<br />
  16. 16. The average British teenager spends 31 hours online a week<br />1000’s of celebrity and music news & gossip sites/blogs.<br />More than half of teenagers have more than one computer at home.<br />Social networking sites also compete for time. e.g. Facebook, Myspace etc.<br />Advantages: <br />Updated instantly<br /> Free<br />Interactive – users <br />can comment etc.<br />Competition<br />New Media - Online Competition<br />
  17. 17. Response is surprisingly muted.<br />Majority have a very small / no online presence.<br />BUT, In December 2007, Sugar launched SugarScape.com - &apos;the web’s first social bookmarking tool aimed at teen girls&apos;.<br />Competition<br />Teen Magazines have largely failed to respond to the online threat <br />
  18. 18. Sugarscape.com<br />Competition<br />
  19. 19. Competition<br />... and what are the other magazines doing online?...<br />
  20. 20. Competition<br />MIZZ (Panini)<br />“The BIGGEST fortnightly girls’mag!”<br />Features: Messaging, forum, exclusive online content, surveys etc.<br />
  21. 21. Competition<br />Shout (D.C. Thomson)<br />“Shout, the teenage magazine that&apos;s something to shout about!<br />Very limited online content.<br />Features: contact us & a survey.<br />
  22. 22. Top of the Pops Magazine<br />Competition<br />“More gossip! More scandal. More you!”<br />
  23. 23. The only magazine that is growing has made minimal effort with online content.<br />Too late? Existing digital lifestyle/celebrity sites are well established and strong e.g. Digitalspy, Perez Hilton, etc.<br />Facebook, Bebo and MySpace will not be displaced by Sugarscape.com or similar efforts (they have huge followings and backing).<br />Competition<br />Online will not save teenage mags<br />
  24. 24. The Great Media Squeeze<br />Competition<br />New Media<br />Traditional Media<br />Teen Mags<br />
  25. 25. Outline of the Presentation<br />Conclusions<br />Competition<br />from<br />Outside<br />Overview of<br />the Market<br /><ul><li> Gloomy picture
  26. 26. Future options</li></li></ul><li>Conclusions<br />Conclusions<br />
  27. 27. Looking to the future<br />Conclusions<br />Teen Magazines must play to their strengths:<br /><ul><li> Posters / free gifts (none of the alternatives can offer anything physical)
  28. 28. Target younger teens. Adult magazines do not fit their needs as closely.
  29. 29. Adult lifestyle magazines have increased profits by organising events. Huge opportunity for Top of the Pops in particular to organise Branded concerts.
  30. 30. Resist the temptation to invest in token online content.
  31. 31. Remember, the female teen market is still strong!</li></li></ul><li>...the end.<br />
  32. 32. Appendices<br />
  33. 33. The Decline of the Pop Mag<br />Traditionally teen magazines have been focused on pop music, celebrity gossip, lifestyle and fashion.<br />Smash Hits and a number of other titles have gone, leaving Top of the Pops Magazine as the only survivor in this genre.<br />Top of the Pops has shifted focus and now focuses on Gossip.<br />Overview<br />
  34. 34. Competition<br />Virtual Worlds are an opportunity<br />Gaming is a huge market – a US Survey earlier this year showed that 97% of American teens aged 12-17 play some sort of computer, portable, console or video game.<br />50% played a game “yesterday”.<br />HOWEVER, only one in ten had ever signed up for a virtual world and the importance of games such as Teen Second Life and Habbo seems to have been exaggerated in some parts of the media.<br />Teen Magazines should seek partnerships with virtual worlds for promotional purposes.<br />