The Drum Awards for Marketing - Extended Deadline

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ABCs: James Tyrell, investment director at Havas Media, on the major trends from the latest results

August 15, 2013 | 3 min read

Free Model:

In a similar story to the last set of results Sport, Shortlist, Asos and Stylist all came in close to the top of the Men's/Women's lifestyle sectors again showing the strength of the 'free' model. All posted PoP increases however given this is free distribution one would anticipate results should be easier to maintain over actively purchased publications. It'll be interesting to see if other publications follow suit after the success of the aforementioned and Time Out which saw a 486 per cent increase year-on-year (albeit off their previous distribution figures).

Women's Weekly:

This sector took quite a hit and posted a 12.7 per cent decrease year-on-year and -6.6 per cent PoP. The women's monthlies didn't post nearly such a decline leading us to question whether quick and easy access to content online (ie. Daily Mail) is fulfilling the consumers needs for bite-size celebrity information?

Digital Editions:

Only five titles made into the top 10 for second year running indicating some volatility in this market. Immediate Media squeezed two titles; BBC Good Food and Top Gear into the top 10, along side Total Film and How it Works proving there is clearly appetite from consumers who like accessing niche content now available digitally. This sector is seeing real growth largely due to advancements in technology and cheaper devices, as print circulation's decline we anticipate publishers investing even more time and money into their digital editions.

News and Current Affairs:

Domestic : The desire for news and current affairs in the context of the current climate is clearly recognised as the domestic market bucked the trend recording an impressive set of ABC results. The market as a whole was up 10.6 year-on-year buoyed by the likes of Prospect Magazine, The Week and The Oldie which saw year-on-year and PoP increases.

Business and Finance: The business and finance titles are still dominated by the three Economist editions which, despite posting PoP decreases, publish over 54,000 more copies than their nearest competitor.

Men's Lifestyle: Still in at the top of the 'paid for' titles is Men's Health who despite being up 0.5 per cent PoP are down -5.8 per cent year-on-year. Lads mags continue to lose readers with both Nuts and Zoo reporting considerable declines in circulation, -34 per cent and -23 per cent respectively. It will be interesting to see if these titles endeavour to entice readers back to the traditional print product or migrate to online/tablet editions which has become popular of late.

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