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Denmark - Consumer magazines


In 2007, approximately 68 consumer magazine titles were published: 52 monthly/quarterly titles and 16 weekly titles.  The magazine market generated approximately DKr 816 million of advertising expenditure with a decline in the contribution to total media market adspend in 2008.  Consumer magazines are published in 4 general groups: general-interest magazines, opinion magazines, TV and radio guides, and professional and scientific magazines.  Magazines are mostly distributed through subscription as opposed to single copy sales.

Foreign players have a small presence in Denmark, however, the consumer magazine market is dominated by national players.  Allers Press A/S, a subsidiary of national player Allers Group, is the largest player, publishing 39 titles in the country.  In 2007 it held a 73% market share in the weekly magazine market.  Other market participants include Egmont Magazines AB and Bonnier Publications.  Bonnier Publications publishes 10 magazine titles in the country.

In 2008, the major development in the consumer magazines market was the acquisition of Helse, a lifestyle magazine by Helse-Active Living for DKr 5 million.  In the same year, Bonnier Publications A/S also acquired a 51% stake in Vkusnaja Zhizn, a Russian magazine publisher.


Key data
Total magazine Adspend (2008): DKr 816 million
Total magazine Adspend growth: (CAGR, 2004-08): 5.7%
Total magazine as a % of total adspend: 5.5

Major Players:
Allers Press A/S, Egmont Magazines AB and Bonnier Publications.

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