Children's Comics and Magazines - UK - October 2008

Table of Contents

• Issues in the Market
• Main issues
• Definition
• Abbreviations
• Market in Brief
• A booming market
• How the market is structured
• Flux and vulnerability
• Strength of parental purchase
• Enthusiasm
• Future prospects
• Internal Market Environment
• Key points
• How much cash do kids have to play with
  • Figure 1: Pocket money received per week -- 7-10s, 2003-07
  • Figure 2: Pocket money received per week -- 11-14s, 2003-07
• Other money
  • Figure 3: Trends in sources of additional money received -- 7-10s, 2003-07
  • Figure 4: Trends in sources of additional money received -- 11-14s, 2003-07
• Where does the money go?
  • Figure 5: Where money is spent -- 7-10s, 2003-07
  • Figure 6: Where money is spent -- 11-14s, 2003-07
• Media options in and out of home
  • Figure 7: Trends for usage and access to media -- 7-14s, 2003-07
• Some impact on traditional media
  • Figure 8: Trends in attitudes towards reading -- 7-12s, 2003-07
• Magazines hold their own
  • Figure 9: Consumption of media in the context of magazine reading -- 7-14s, 2007
• Cross-media fertilisation
• Broader Market Environment
• Key points
• Good news round the corner
  • Figure 10: Child and youth population, by age and gender, 2003-13
• Lifestage trends and their impact
  • Figure 11: Trends in the adult population, by lifestage, 2003-13
• A hiccup in growth
  • Figure 12: Trends in personal disposable income and consumer expenditure, 2003-13
• Working mothers
  • Figure 13: Working population, by gender, 2003-13
• Ad revenues
• Competitive Context
• Key points
• Different print sectors
  • Figure 14: Comparison of selected print media sectors, 2003-08
• Sources of strength
• Movieland
  • Figure 15: UK cinema market, 2003-08
• qaThe music and video markets
  • Figure 16: Pre-recorded music and video/DVD markets, 2003-08
• Strengths and Weaknesses in the Market
• Strengths
• Good fun
• Something to share
• Something just for me
• Useful learning tool
• Encourage more reluctant readers
• Weaknesses
• Risk from cover-price rises
• Media challenges -- digital
• Media challenges -- print
• What if childhood passes more quickly?
• What if parental attitudes change?
• Market Size and Forecast
• Key points
• All change for growth
  • Figure 17: Sales of children' s magazines and comics, 2003-13
• Constant churn and pragmatism
• Robust and growing
• Cover prices and parental purchase
• The future looks good
• Factors used in the forecast
• GDP
• Under-14s
• Working women
• Segment Performance
• Key points
• Targeting by age
  • Figure 18: UK retail sales of children' s comics/magazines, by age category, 2003-07
• Tighter targeting
• The relevance of the decision-maker
  • Figure 19: Source of comic -- 7-14s, by age, 2007
• Targeting by gender
  • Figure 20: UK retail sales of children' s comics/magazines, by gender, 2003-07
• Boys and girls together
• Boys -- the trickier area
• Girls are another matter
• Market Share
• Key points
• Circulation trends and share
  • Figure 21: Circulation of most popular audited children' s comics/magazines, July-December 2003-07
• Two characteristics
• Publishers and market share
  • Figure 22: Market shares of children' s comics/magazines market, by publisher, 2003-07
• New kid on the block
• Companies and Products
• BBC Magazines
• Egmont Magazines
• Titan Magazines UK
• Redan Publishing
• DC Thomson
• Panini UK
• Other companies
• Who' s Reading and Buying?
• Key points
• Summary results
  • Figure 23: Summary of reading and buying data -- 7-10s, 2007*
• Readership is high
  • Figure 24: Trend for readership of magazines and comics -- 7-10s, 2003-07*
• Where do the magazines come from?
  • Figure 25: Trends for how magazines were obtained -- 7-14s, 2003-07
• Affordability and other factors
  • Figure 26: Amount spent on magazines or comics -- 11-14s, by gender, age and socio-economic group, 2007
• Commitment a little lower
  • Figure 27: Trends for frequency of purchasing for magazines -- 7-14s, 2003-07
• The how and when
  • Figure 28: Where magazines are usually bought -- 11-14s, 2007
• Appendix -- Issues in The Market
  • Figure 33: Children' s titles, 2008
• Appendix -- Internal Market Environment
  • Figure 34: Usage and access to media -- 7-14s, by gender, age and socio-economic group, 2007
  • Figure 35: Usage and access to media -- 7-14s, by gender, age and socio-economic group, 2007
• Appendix -- Competitive Context
  • Figure 36: Consumption of media in the context of magazine reading -- 7-14s, 2007
• Appendix -- Who' s Reading and Buying?
  • Figure 37: Readership of magazines and comics -- 7-14s, by gender, age and socio-economic group, 2007
  • Figure 38: How magazines were obtained -- 7-14s, by gender, age and socio-economic group, 2007
  • Figure 39: Frequency of purchasing for magazines -- 7-14s, by gender, age and socio-economic group, 2007
  • Figure 40: Days on which magazines are usually bought -- 7-14s, 2003-07
  • Figure 41: Which day magazines usually bought -- 7-14s, by gender, age and socio-economic group, 2007
  • Figure 42: Where magazines are usually bought -- 7-14s, by gender, age and socio-economic group, 2007*
  • Figure 43: Buyers of magazines/comics -- 7-10s, by gender, age and socio-economic group, 2008