Abstract
About this report
There is increasing coverage of homes and gardens across a range of media, but home interest and gardening magazines are the primary source of detailed and in-depth content and they retain a particular importance since their readers are likely to be more interested than average in the topics.
Although the market for magazines is a sound and resilient one, it has nevertheless lost sales in the face of high quality competition from TV and other non-specialist print media. The market is currently estimated to be worth £104 million, down by 6% on 2003, but market leader IPC has outperformed the average to achieve sales growth.
All evidence suggests that consumers use a range of different sources to give them ideas and help their purchasing decisions. In that sense they are complementary, but inevitably they must also be competitive given finite limits on time and attention.
Major publishers and broadcasters have been at the forefront of investing in a substantial online presence to better secure their position against future developments, and retailers would benefit by similarly improving their online offer to maximise contact with consumers.
This report asks:
How best can media owners, retailers and manufacturers capitalise on the opportunities offered by a changing media landscape?
Key report themes:
- What are the most important influences on planning and buying for the home and garden?
- How do consumers use magazines and other media in this sector - are they entertainment, inspiration, practical guidance, or all three?
- The effects of media convergence between print, TV and the internet in the homes and gardens sector - what are its positive and negative implications?
- How are specialist home interest and gardening magazines faring against strong competition?
- How might magazine and TV content change as the economy wavers and the housing market slumps?
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