The magazine market | France

1.1 Definition and scope of the study

The magazine is a press format of periodical publication often illustrated. The magazine can deal with a large number of subjects but is characterized by a very precise editorial line. It is structured around an active community of readers and is distributed by subscription but also by individual sale.

The actors of the magazine market in France are the editors, the printers, the publishers, the distributors and the press diffusers (press house, kiosk, GSA...)

The world market is in decline. Indeed, the Western markets, the main readers of magazines, are going through a difficult period. The magazine format is experiencing a decline in popularity, particularly among the younger generations who prefer other online formats. Also, the sector has started a transition to digital distribution, a segment that is increasingly dynamic.

This decline also affects the French market. Paid circulation (number of sales at broadcasters) has decreased by 30% between 2012 and 2019. Publishers' advertising revenues are also declining, and the transition to digital, generates losses of advertisers who are not yet convinced by the new formats.

The market is therefore changing, with the evolution of formats but also the evolution of the publishing landscape: the major publishing groups are betting on the diversification of activities towards podcasts and video / TV on demand platforms. Moreover, the demand is still there, only the way to reach it is changing.

We must also put the sector's decline into perspective, and remember that the French still have a strong attachment to the paper press. We can also hope that the sector will become dynamic again once its transformation is completed.