Magazine Media – Market overview The basics

MAGAZINE MEDIA AT A GLANCE 8 million adults enjoy magazine media websites via a desktop each month Around 16 million adults engage with magazine content on their mobile phone every month Magazine media reaches 37 million adults every month Print magazines reach almost 29 million adults every month Source: NRS PADD October 2015 – September 2016

OVER 250 NEW CONSUMER TITLES LAUNCHED IN 2015 3068 consumer magazines in the UK in 2015 285 new titles launched in 2015 35% Increase in launches compared to 2014 Source: Source Frontline Distribution.

AD Spend

ANNUAL SHARE OF UK ADPEND 2015 (AA/warc) Total adspend: £20,087m £943 million spent on magazines in 2015 Note: Data for newsbrands and magazine brands include print and digital revenues. TV data is based on spot advertising, broadcaster VOD, sponsorship, advertiser funded programming and product placement. Radio includes branded content. Internet pure play excludes online revenues from newsbrands, magazine brands, TV broadcasters and radio station websites. Individual channel totals do not add up to the total due to differing methodology used in the calculation of internet pureplay and digital revenues for newsbrands, magazine brands and broadcaster VOD. Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

Share of UK display adspend 2015 (AA/warc) total display: £13,418m Note: Figures in brackets show percentage point difference vs 2014. Data for newsbrands and magazine brands include print and digital revenues. TV data is based on spot and broadcaster-only VOD. Radio data excludes branded content. Internet excludes online revenues from newsbrands, magazine brands, TV broadcasters and radio station websites. Percentages do not sum to 100 due to differing methodologies for calculating internet pure play and digital revenues for the newsbrands and magazine brands. Source: Advertising Association/Warc Expenditure Report, www.warc.com/expenditurereport

Top Magazine Advertisers 1 6 11 16 2 7 12 17 3 8 13 18 4 9 14 19 5 10 15 20 Source: NMR October 2015 – September 2016

Top ADVERTISER CATEGORIES 1 Clothing & Accessories £91m 6 Entertainment & Leisure £27m 2 Cosmetics & Personal Care £76m 7 Retail £26m 3 Household Equipment & DIY £41m 8 Food £22m 4 Motors £29m 9 Travel & Transport £18m 5 Leisure Equipment £27m 10 Pharmaceutical £17m Source: NMR October 2015 – September 2016

Magazine media ad spend by platform 20145– 2017 Forecast 2015-2016 (AA/warc) Magazine media ad spend by platform 20145– 2017 £942m £900m £876m Digital revenue set to increase by 9% in 2017 Source: Advertising Association/Warc Expenditure Report

Circulation

£1.1bn annually on magazine media Overall market Consumers spend over £1.1bn annually on magazine media Source: ABC: June end 2016 (consumer titles)

& That’s more than… £620m £316m taken at the box office worldwide spent on subscriptions in the UK £620m taken at the box office worldwide & Source: Ofcom I Cinema UK

Total UK consumer magazine distribution Over 800 million magazines will be distributed across the UK in 2016 Source: ABC: June end 2016 (consumer titles)

Average edition Circulation By Market Sector (Millions) Source: ABC: June end 2016 (consumer titles)

Top 10 Titles by YOY Growth Combined Total Average Circulation: Y.O.Y% Y.O.Y% 1 +57.3% 6 +14.6% 2 +34.1% 7 +14.5% 3 +29.0% 8 +14.2% 4 +26.6% 9 +12.2% 5 +15.5% 10 +12.0% Source: ABC: June End 2016 (consumer titles)

Growth Sectors by circulation +26.31% YOY +22.25% YOY +13.25% YOY LEISURE INTERESTS MEN’S LIFESTYLE CHILDREN’S New Launch 0.2m +14.5% +34.1% Source: ABC: June end 2016 (consumer titles)

Growth Sectors by circulation +9.58% YOY +2.66% YOY +1.25% YOY WOMEN’S INTERESTS: SLIMMING NEWS & CURRENT AFFAIRS HOME INTEREST: GARDENING +14.2% +3.7% +3.5% Source: ABC: June end 2016 (consumer titles)

FREE MAGAZINES 1.97m 1.96m 0.51m 0.40m 0.31m TOP 5 BY CIRCULATION 2015 NEW LAUNCHES 1 1.97m 1.96m 2 0.51m 3 0.40m 4 0.31m 5 0.31m 0.30m Source: ABC: June end 2016 (consumer titles)

reach

Magazine media monthly reach Monthly magazine media now reach 71% of the GB adult population Mobile Digital Print Any Source: NRS PADD October 2015 – September 2016

% Penetration by age (monthly Reach) Source: NRS PADD October 2015 – September 2016 GB adults 15+

% Penetration by GENDER (Monthly Reach) GB adults 15+ Source: NRS PADD October 2015 – September 2016

% Penetration by Social Grade (Monthly reach) GB adults 15+ Source: NRS PADD October 2015 – September 2016

% Penetration by Working status (monthly reach) Retired from Full Time Job Unemployed/Not Employed Source: NRS PADD October 2015 – September 2016 GB adults 15+

mobile

Brands with Print, WEB and Mobile data Monthly Audience Estimates (‘000s) +160% +79% +60% +108% +33% +115% +107% +59% +19% +43% Source: NRS PADD October 2015 – September 2016

Print & Mobile Reach – 13 leading brands Magazine media mobile audience is now larger than print Data based on the 13 titles where data is available for print, desktop & mobile Source: NRS PADD October 2015 – September 2016

Platform Reach (millions) – 13 leading brands Any Print Mobile Web Data based on the 13 titles where data is available for print, desktop & mobile Source: NRS PADD October 2015 – September 2016

Audience

Monthly Reach By Audience % of audience that consume magazine media 77% 71% 83% 67% 74% Millennials ABC1 Men ABC1 Women Age 50+ Families (Children in HH) Source: NRS PADD October 2015 – September 2016

Monthly MOBILE Reach By Audience % of audience that consume magazine media 52% 30% 39% 14% 44% Millennials ABC1 Men ABC1 Women Age 50+ Families (Children in HH) Source: NRS PADD October 2015 – September 2016

Monthly desktop Reach By Audience % of audience that consume magazine media 17% 22% 20% 14% 14% Millennials ABC1 Men ABC1 Women Age 50+ Families (Children in HH) Source: NRS PADD October 2015 – September 2016

Monthly print Reach By Audience % of audience that consume magazine media 53% 53% 69% 59% 56% Millennials ABC1 Men ABC1 Women Age 50+ Families (Children in HH) Source: NRS PADD October 2015 – September 2016