Bonnier Tidskrifter's Market Share is Up

For the fifth month in a row, since January 2010, Bonnier Tidskrifter has increased its market share, according to industry analyst Sifo Research RM. Readership numbers also shows a positive picture in the latest Orvesto report (2010:1).

"Some segments have increased readership numbers and specifically the women's magazines," says Lena Israelsson, Sales Analysis Manager at Bonnier Tidskrifter. M-magasin tops the list with an increase of 22 percent. Damernas Värld, mama, Glamour and VeckoRevyn also increased their readership numbers. In the health segment all magazines lost readers but ToppHälsa, which maintained a steady readership. Travel magazines generally were on the increase and Allt om Resor was up 10 percent. The interior design segment decreased somewhat, however Allt om Fritidshus and Family Living increased readership. The food segment lsot readers with few exceptions, one being LagaLätt, which increased 3 percent. The parenting segment increased and all magazines in the segment had a very positive development in readers - Vi Föräldrar was up 8 percent, Vi Föräldrar Gravid was up 10 percent and mama was up 5 percent.

The media investment outlook looks positive as well. The estimate from industry analysts IRM is that total media investments will increase 5 percent during 2010, meaning that investments by companies will be up SEK 1.4 billion compared to 2009.

"The picture looks bright for the remainder of 2010," says Israelsson. "The positive GDP development as well as the positive GDP prognosis will be good for the media market. According to IRM and our own estimates, there is an unmet need to invest in advertising and market communication by companies. Hence, our forecast is that advertising sales will increase through the remaining part of the year. If we look further ahead, it is a little more difficult to predict what 2011 will bring, as we don't have the full picture for the first two quarters of 2010 yet. But according to IRM, the outlook is positive."