Market trends in the first 9 months of 2018

The Trade Books market was basically steady in the first nine months of the year versus the same period of the prior year (‐0.4%)[1].
Sales channels continued the trends seen in the last quarters:

  • bookstore chains (approximately 45% of the total market) were down (‐1.3%), while independent bookstores (approximately 25% of the market) dropped by ‐3.5%;
  • e‐commerce increased by +12.9%, making for approximately 23% of the total market;
  • large retailers continued the downward trend recorded over the last few quarters, dropping by 16.7% and making for approximately 8% of the market.

Italian magazines markets in the first nine months of 2018 reported a sharp downward trend.
The advertising market ended at breakeven overall (+0.0%), with growth reported by the television channel (+1.2%), and a drop in print media (newspapers ‐6.2%, magazines ‐8.9%); growth continued  in the Internet channel (+4.0%), positively[2] affected by advertising sales related to the FIFA World Cup, net of which estimates point to a figure around +2.0%[3].
The magazine circulation market dropped by ‐9.0%, with a slowdown in both the newsstands and subscriptions channels; in this context, Mondadori retained its leadership with a 30.9% market share (31.9% in September 2017)[4].
The add‐ons market in the first 9 months of the year delivered a rather negative performance (‐10.8%), though improving versus the trend seen in 2017.

In the period under review, Mondadori France’s relevant markets continued to decline versus the prior

  • in newsstand sales (‐7.0% at August)[5];
  • in print advertising sales (‐10.7% at June)[6].

[1] Source: GfK, September 2018 (figures in terms of market value)
[2] Source: Nielsen, cumulative figures at September 2018
[3] Internal estimate
[4] Internal source: Press‐Di, cumulative figures at September 2018 (newsstands + subscriptions) in terms of value
[5] Source: Mondadori France + Presstalis, figure at August 2018
[6] Source: Net Index, cumulative figures in terms of value at June 2018

Market's evolution

Trade books -0.4%-0.1%4.1%5.4%2.3%1.3%-0.4%0.7%2.3%2.6%0.5%0.9%-2.0%
  • Bookstore chains
  • Independent bookstores
  • E-commerce
  • Large retailers
Magazines Italy
  • Circulation*
  • Advertising




  • Add ons
Magazines France
  • Circulation (newsstands)
  • Advertising (print)

* Starting from 1H 2016, the % variations refer to the whole circulation market trends (newstands + subscriptions)

Trade book: GFK (value)
Magazine Italy: circulation, internal estimate (value) – advertising, Nielsen (value)
Magazine France: circulation, internal estimate + Presstalis (value) – advertising, Net Index (value)