The Role of Weekend Magazines in The UK

Weekend Magazines?

Arts & entertainment, shopping, home improvement, world and local affair stories in a more casual writing style.

Often come with extras like inserts, TV guides, recipe books.

Typically in the Sunday paper in the USA, however in the UK they are included in every Saturday.

A handbook for home life updated every week with the newest trends, styles, and useful tips.

Telegraph Magazine

1.8 million readers – more than Hello, Good Housekeeping, Vogue, Glamour, Marie Claire, BBC Good Food, Homes & Gardens and BBC •Gardeners World to name but a few

The male female split is 50:50

59% are AB

44% live in London and the South East

Guardian Weekend

Ave Daily Sale - 213,853

The Guardian has 16% share of total daily quality press circulation

(Source: ABC Feb - Jul 2012, Guardian News and Media Limited)

Telegraph Magazine Cover

Guardian Weekend Cover

Stories

• Focus on luxury, high fashion, travel, cuisine

• Focus on middle class issues, i.e. affordable fashion, recipes, OP eds

Advertisements & Extras

•Advertisements came separate from magazine as FSI as well as within magazine

• Along with advertisements came catalogues and a luxury travel magazine

• Advertisements were primarily in the magazine itself

• Came with a TV guide as well as a stand-alone photography booklet

•Only contained one FSI, or Free Standing Insert

Questions

Do you think there is any importance in the packaging of extras and free standing inserts?

What do you think are the major differences between British weekend magazines and US counterparts such as Parade?

Do you think the weekend magazine readership would be as high if it did not came as a counterpart to the newspaper?