Mail in the publishing sector

The UK's newspaper, magazine and book sector is under pressure from e-readers, iPads and online publishing, but all three formats still retain a strong appeal for consumers.

The £3.4bn book market, in particular, is holding up well and about seven in 10 consumers are readers and book buyers. Key reading groups are ABC1 women, especially childless ABC1 women and third agers.

MMC's 2010 report uses research from Billetts, Mintel, Nielsen Ad Dynamix  and TGI to provide insights into consumers' attitudes to direct mail from the publishing sector.

Key findings include:  

• Total ad expenditure in the publishing sector stood at £159m in 2009 - 25% of that was allocated to direct mail.

• 31% of publishing direct mail spend came from daily newspapers, while the magazine sector sent 66% of publishing mailings.

• Women’s magazine readers are most responsive to direct mail, yet receive the least amount of it.

• There is significant scope for magazine, newspaper and book publishers to gain share of voice among 16-34 year olds.