Home Interest Magazines - UK - June 2006

Table of Contents

• Introduction and Abbreviations
• Definition
  • Figure 1: Home interest and gardening titles, 2006
• Consumer research
• ACORN
• Advertising data
• Abbreviations
• Executive Summary
• The British -- a 'nation of nest builders'
• Challenging media
• Declining DIY
• Home interest magazines
• IPC dominates
• Consumer behaviour
• Competing media
• The future
• Market Drivers
• Home as source of profit
  • Figure 2: Average household price and number of household transactions, 2001-06
• 2001-05 a boom time for the DIY sector
• More ambitious projects undertaken
• 2005 -- slowdown in housing market
• Home as a source of pleasure
  • Figure 3: Agreement with selected lifestyle statements, by gender, 2001-05
• From DIY to GSI
• Time better spent on other activities
• Media proliferation
  • Figure 4: Agreement with selected lifestyle statements, by gender, 2001-05
• Competition
• Market Size
  • Figure 5: UK retail sales of home interest and gardening titles, 2001-06
• The longer term
• What's happened to this sector?
• Market Segmentation
• Traditional DIY excluded
  • Figure 6: UK retail sales of home interest and gardening titles, by sector, 2001-05
• Home interiors dominate
• Gardening suffers
• Home interest
  • Figure 7: UK retail sales of home interest titles, 2001-06
• Fluctuating fortunes
• Title closures
• The newer players
• A shift in composition
• Gardening
  • Figure 8: UK retail sales of gardening titles, 2001-06
• Structure changes
• The Supply Structure
• Circulation trends
• Home interest
  • Figure 9: Circulation trends for audited home interest titles (July-December), 2001-05
• Additions and deletions
• Varying sales results
• How to account for this
• Consistency and content
• Gardening
  • Figure 10: Circulation trends for audited gardening titles (July-December), 2001-05
• Not a bright picture
• What accounts for the difference
• There is still hope
• Publishers and titles
  • Figure 11: Retail market shares of home interest titles, by publisher, 2001-05
• Fluctuations
  • Figure 12: Retail market shares of gardening titles, by publisher, 2001-05
• The net effect
  • Figure 13: Retail market shares of home interest and gardening titles, by publisher, 2001-05
• Constancy
• Change and change about
• Others declining
• Publishing companies
• IPC Media
• Diversity
• Innovation
• IPC online
• BBC Worldwide (Origin)
• Structure
• Breadth of readership
• BBC Worldwide online
• EMAP
• Contraction
• EMAP online
• Cond�ENast
• Cond�ENast online
• National Magazines
• National Magazines online
• Burda and Essential Publishing
• The Essential business
• Burda online
• Archant Specialist and Romsey
• A new entrant
• Archant online
• Hachette Filipacchi
• Elle Decoration
• Highbury
• A short history
• Other publishers
• Advertising and Promotion
  • Figure 14: Top four home interest and gardening titles with the largest media expenditure, 2001-05
• Above the line
• Shows and events
• Giveaways
• Awards
• Innovatory promotion
• Changing distribution map
  • Figure 15: Retail sales of home interest and gardening titles, by type of outlet, 2001-05
• Supermarkets benefit from massive buying power
• Other channels remain small
• The Consumer
  • Figure 16: Sources for ideas for new looks or style in your home, February 2006
• The preference for diversity
• Core competitors to home interest magazines
  • Figure 17: Consumers who use TV programmes as sources for ideas for new looks or style in your home, February 2006
• Internet usage
• ABC1 third agers are the key consumer groups
  • Figure 18: Consumers who use home interest magazines as sources for ideas for new looks or style in your home, February 2006
• The power of display
• Young and old draw on experience from family members
  • Figure 19: Consumers who source ideas for home improvements from family, by Mintel's Special Groups, February 2006
• Purchasing behaviour
  • Figure 20: Purchasing behaviour, February 2006
• Lack of regularity
  • Figure 21: Purchasing behaviour, by sources for ideas for new looks or style in your home, February 2006
• Buyers and pass-on readers
• Won't buy, won't read
• Detailed Demographics
  • Figure 22: Sources for ideas for new looks or style in your home, by age and socio-economic group, February 2006
  • Figure 23: Sources for ideas for new looks or style in your home, by region, working status and marital status, February 2006
  • Figure 24: Sources for ideas for new looks or style in your home, by age of own children in household, lifestage and Mintel's Special Groups, February 2006
  • Figure 25: Sources for ideas for new looks or style in your home, by media usage and ACORN category, February 2006
  • Figure 26: Sources for new ideas or style in the home, by household size and tenure, February 2006
  • Figure 27: Sources for ideas for new looks or style in your home, by supermarket usage, February 2006
  • Figure 28: Sources for ideas for new looks or style in your home, by age and socio-economic group, February 2006
  • Figure 29: Sources for ideas for new looks or style in your home, by region, working status and marital status, February 2006
  • Figure 30: Sources for ideas for new looks or style in your home, by age of own children, lifestage and Mintel's Special Groups, February 2006
  • Figure 31: Sources for ideas for new looks or style in your home, by media usage and ACORN category, February 2006
  • Figure 32: Sources for ideas for new looks or styles in your home, by household size and tenure, February 2006
  • Figure 33: Sources for ideas for new looks or styles in your home, by supermarket usage, February 2006
• The Future
• The negative aspect
• Alternative media
• Changing demographic map
  • Figure 56: Projected UK female population change, by age, 2006-11
• Housing and property
• Is the DIY mania over?
• Is decline inevitable?
• What are the implications?
• Forecast
  • Figure 57: Forecast of UK retail sales of home and gardening magazines, 2006-11
• Factors incorporated in the forecast