You are on page 1of 26


Keiron Harris

Haymarket (Magazine)
Haymarket produces a large portfolio of magazines, and also operates a
number of different websites going alongside this. Its headquarters are in
London, England.
It began as the cornmarket press in the 1950s however after numerous
rebrandings after losses, it finally rebranded as Haymarket Media Group in
They have two divisions: One is the Haymarket Business Media division
focusing on delivering magazines for professionals and the other is the
Haymarket Consumer Media division focusing on selling to the general

Haymarket Products - Consumer

Media Division
They have over 10 magazines including both online and
print magazines. They have a large array of sports
magazines along with a number of others.
Some of their magazines include: Autosport,
FourFourTwo, Motorsport Magazine and WhatCar.

Haymarket Products - Business

Media Division
They also produce a number of magazines for business
consumers, often relating to professions in environmental
management, planning, medicine and marketing.
These magazines include : Gp Magazine, Marketing Magazine
and FinanceAsia.

Market Position/Ownership
Haymarket is the largest privately owned publishing company in the UK. In
the 18 month period between January 2012 and June 2013 Haymarket
made a reported revenue of 318 million.
The ownership changed however recently as Lord Heseltine took full
control of Haymarket publishings in 2014, after the company made a pre
tax loss of 7.6 million in 18 months.
At this time Haymarket also involved in a reorganisation that involved a
debt reduction scheme, office moves and capital restructuring. This also
involved a change in the shareholder structure, meaning the Haseltine
family took 100% control.

Haymarkets target audience is a mixture of casual consumers and business
consumers. Their casual consumer target market mainly focuses on males
aged 16-40. This is because a large range of their magazines produced for
the common consumer are sport based such as FourFourTwo and Autosport
Magazine, meaning that they are stereotypically aimed towards males
around this age range.
For the business division their magazines are aimed at mainly males 25-40.

FourFourTwo - Total circulation average of 96,215. Of which 96.9% were
F1 Racing Magazine - Total average circulation 47,698. 96.2% were sold
WhatCar? - Total average circulation 61,062. 97.8% sold.
Conference and incentive travel (Business Division) - Total Average
18,500. Although this Costs 10 however, making up for the considerably
lower sales.

International Data Group, Inc - The world's biggest technology magazine publisher. They
produce 17 technology print magazines.
Immediate Media - They have magazines in direct competition with some that Haymarket
produce. For example: BBC Match Of The Day magazine which is in direct competition with
FourFourTwo magazine that Haymarket produces. Match of the day magazine is priced at 1.99
whereas FourFourTwo is priced at 4.50, meaning Haymarkets products are priced much
higher. However FourFourTwo has a much higher overall average circulation at 96,215, of which
96.9% sold compared to Match of the day which has an average circulation of 53,058, although
99.9% sold.
Time Inc.Uk- Formerly known as Ipc Media and sells over 350 million copies of magazines each
year. They produce a number of magazines including the World Soccer magazine. This is a
football magazine which recently celebrated its 50th anniversary in 2010. It has a 32,462
average circulation so it is in direct competition with FourFourTwo magazine.

The business media divisions products are generally only available in
subscription form and all but a few magazines are not available in retail.
The consumer division's products are all for sale by retail but also a number
of them are available online.
The main country that they operate in is the UK although they also operate
in Germany, USA, Hong Kong and they also became one of the first foreign
owned magazine publishers to enter the Indian market in 1999.

Haymarket advertise their products through FourFourTwo's
YouTube channel (which has over 60,000 subscribers), its
website which shows off their products, social media pages
such as FourFourTwo Twitter page. They also promote
other magazines they produce in select magazines. For
example they advertise autosport magazine within
FourFourTwo magazine. Finally, they also run TV ads for
certain magazines.

FourFourTwo has a partnership with Football manager so
FourFourTwo often cover football manager on their website
and potentially a feature in their magazine. They also
advertise the football based game BFB Champions and a
host of other football games including Fifa. These all link to
the genre of the magazine so are all suitable.

Production process for magazines

First of all, a plan is created on what will be included in the
magazine. They then conduct any interviews and get any
pictures necessary for the magazine. After this an article is
written usually based upon an interview. The article is then
edited and proofread to check for any mistakes. After this
the graphology of the magazine is designed and the articles
and photos are added. After this, a certain number are
printed and distributed to the consumer.

Daily Mail And General Trust


The Daily Mail And General Trust (DMGT) was formed
in 1922 and it manages a large range of companies. Its
headquarters are in London, United Kingdom.

The DMGT produces over 5 different print newspapers.
These are: The Daily Mail, Mail On Sunday, Ireland On
Sunday, Mail Today and Metro. The London Evening
Standard was owned by them until 2009 although they
still maintain a 25% share.
They also own an online only newspaper website known
as MailOnline.

Daily Mail
The Daily mail is by far the DMGTs biggest
newspaper. The Daily Mail is a British daily
Conservative newspaper. Between July and December
2013 it had an average daily readership of 3.951
Of this, approximately 2.5 million were in the a,b and
c1 demographic whereas the remaining 1.4 million were
in c2,d and e demographic.

Metro is a free newspaper published in tabloid form and
was launched in London in 1999, although it has
expanded and is given out in many public transport
systems in cities and towns across the United Kingdom.
Its circulation is 1.335 million. Its target market is
gender neutral, but focuses mainly on commuters
travelling to and from work. The demographics of the
target audience is mainly in large cities such as London.

Daily Mail - 1.589 million circulation average January 2016. It has a 3.456 million readership.
Their main target audience is 65 plus making up 50% of the total readership. Its main
demographics are London and the Midlands making up almost 50% of readership. C1 adults is
the main social class making up over 30%.
Metro - 1.348 million circulation average January 2016 with a 3 million readership. Its main
target audience is 15-45 with a total readership of over 55%. It slightly is more suited towards
men with a 56% readership. London makes up 64% of readership.
Mail On Sunday - 1.388 million circulation average January 2016. Its readership is 3,729,000.
Its target audience is also 65 plus, proved by the fact that 41.8% of the readers of the Mail On
Sunday are in this age group. Also their main demographics are in London and the Midlands
which accounts for 45% of readership.
Mail Online - 13.6 million daily unique views online. Readers from outside of London make up
over 75% of readership. Adults 35 plus make up 66% of readership.


The chairman of DMG media is Viscount Rothermere
who inherited the company founded by his Great
The chief executive is Kevin Beatty.
The editor in chief is Paul Dacre. He is an English
journalist and editor of the Daily Mail and editor in chief
of DMG Media.

News Corp - Owned by Rupert Murdoch, this is DMGs
main competitor and it produces The Times, The Sunday
Times and The Sun.
Telegraph Media Group - Produce Daily Telegraph and
Sunday Telegraph. It had a 319 million revenue in 53
weeks leading up to 3rd January 2016.
Trinity Mirror - Produce Daily Mirror, Sunday Mirror
and People. It had a revenue of 636.3 million in 2014.

The DMGT allows you to purchase most of its newspapers
both through print and digital copies. They are distributed
throughout the country from their operations centre where
they are delivered by lorry to shops and newsafenrs across
the country. They are also available online through websites
and in some cases apps which can be used on
mobiles/tablets. They also allow delivery of most
newspapers straight to your house.

The DMGT advertise through self advertising in each of its
newspapers the other newspapers the DMGT produces. For
example the Metro may be advertised in the Mail on Sunday.
The newspapers also have websites attracting you to buy
the product and social media accounts. They also use TV
and radio advertising.

Some of the Daily Mail's advertisers include Asda,
Sainsburys, BT, PC World and a lot more. The fact that
they are all multinational companies shows how big the
Daily Mail can be for advertisers.

Production process for

To start with, reporters go out and gather any news. An
interview may also be produced. An editor then selects the
relevant information that is to be included in the issue. An article
is then created and proofread for any mistakes. They then design
the newspaper and add in the articles and any pictures that are
relevant. The newspapers are then printed and bundled in large
batches and distributed across the country to stores and houses.