TI Media’s ABC results for Jul-Dec 2018 highlight the value of brand investment as titles across the portfolio outperform their respective markets. At the same time, the company’s refocussed promotional strategy for the women’s weeklies market is beginning to reap rewards. .
Home Interest and Lifestyle
Angie O’Farrell, group managing director, lifestyle and women’s weeklies, says:
“Quality editorial underpins woman&home’s success as it once again outperforms the market on both the year and the period, posting a total print ABC of 271,759. The brand refresh continues to yield results and the team has done a fantastic job at engaging its 40-plus female audience through print.
“With a combined print and digital ABC of 133,758 Ideal Home leads the mainstream homes market in terms of volume and continues to be the biggest selling title by far. Meanwhile in the modern sub-sector, Livingetc posted the best performance at the newsstand and has a combined print and digital ABC of 67,016. In the traditional market, both Country Homes & Interiors and 25 Beautiful Homes achieve robust newsstand performances, up 9.0% and 3.8% on the period respectively. The editorial proposition of our entire homes portfolio continues to be strengthened through ongoing redevelopment.”
Women’s Weeklies and TV
Mark Winterton, managing director, women’s weeklies and TV, says:
“We are starting to see the benefit of our bold decision to go against the grain and remove our women’s weeklies titles from bigger packs. Significant growth in single copy sales at the newsstand can be seen for Woman and Woman’s Own which have climbed 10% and 4% on the year and period respectively. Despite removal from multi-packs, Woman’s Weekly has maintained its number one spot in the traditional weeklies market.
“While the overall ABC results reflect the initial impact of stripping out the bigger packs from our promotional activity, which inflates sales figures, these single copy sales are indicative of the rewards of doing so. Our investment in audience research and editorial redevelopment will continue across all titles in the portfolio.
“TI Media’s portfolio continues to lead the TV weeklies market in terms of RSV. TV Times outperformed the sector up 2.7% on the period, posting a print ABC of 161, 397, while What’s On TV maintained its number two position and its ever-popular Christmas issue was once again the top seller in terms of volume.”
Continuing to buck the trend, Country Life posts its ninth consecutive annual increase. Highlights from the period for the quintessentially British title include the Prince of Wales guest edited issue, which in its third year generated Country Life’s highest-ever sales; the Royal Wedding special saw sales double that of the usual weekly edition; and the annual Best of British issue was once again hugely popular with readers.
Andrea Davies, group managing director, Specialist, says:
“Country Life is renowned as the voice of the countryside and these results are testimony to the unique, highly engaging editorial content created week in, week out by the team. This trusted content delivers a premium audience for advertisers and last year we saw strong growth for this heritage brand with a high number of new customers. We believe we can continue to grow our newsstand sales and subscriptions in 2019 to make it a decade of circulation increases.”
Celebrating its 165th anniversary in 2018, The Field was the biggest-selling title in its sector, posting the best performance against its competitors and outperforming the market. This was its second consecutive ABC increase. In August, the title created its biggest ever issue at 216 pages and achieved record-breaking advertising for the title, with revenues up 25% from the corresponding issue in 2017.
Says Andrea Davies:
“The Field has been delivering for both readers and advertisers for 165 years. It’s so pleasing to see this venerable brand continue to surprise and delight its audience with highly premium, super-engaging content. Authority, trust and quality rule in this market and that can only be built over many years.”
Outperforming the music market and the best performing title in terms of total print ABC in its sector is Uncut which posts a total print ABC of 37,301. In the photography market, Amateur Photographer outperforms the sector and delivers a total print ABC of 11,675.
TI Media CEO Marcus Rich says:
“Our ABC results tell a story of how investment in trusted editorial brands continues to win over the hearts of consumers. TI Media is home to some of the UK’s best-loved brands, with titles outperforming many of the markets we operate in. Our focus for 2019 will remain on creating quality content across all formats that engages, excites and fuels people’s passions.”
Notes to Editors
About TI Media
TI Media’s 40-plus brands reach 14.1 million* UK adults monthly across print and digital. Its market-leading portfolio spans a range of interest areas, from entertainment and women’s lifestyle to luxury, sports and technology. Amongst its titles are household names such as Woman’s Weekly, Country Life, Ideal Home and Trusted Reviews, as well as specialist titles such as Decanter, Wallpaper*, Cycling Weekly and Horse & Hound. Its entertainment titles, including What’s on TV and TV Times, sell more than a million copies each week.
*Source: PAMCo Oct 17-Sep 18
For more information, please contact:
Paul Phillips, Head of Communications, TI Media on 020 3148 5407 or email firstname.lastname@example.orgHolly McNally, Communications Manager, TI Media on 020 3148 5405 or email email@example.com