Wednesday, October 9th, 2013 - Roy Morgan Research

Australians who own or run a business are more likely to read the inflight magazine from Qantas or Virgin than any general business or finance magazine, the Roy Morgan Business Media Survey to June 2013 finds.

The monthly Qantas magazine ‘The Australian Way’ reaches 19% of decision-makers at Medium and Large Businesses (20 or more employees) and 10% of those at Micro and Small businesses (fewer than 20 employees).

Virgin Australia’s ‘Voyeur’ magazine is read by 11% of decision-makers at Medium and Large businesses and 6% of those at Micro and Small businesses.

Just as many decision-makers at either sized business read Jetstar Magazine as Smart Investor. 

Excluding inflight publications, Money Magazine is the most widely read magazine among business decision-makers (9% Medium and Large, 6% Micro and Small,). BRW is twice as popular among bosses at Medium and Large businesses (6%) as Micro and Small (3%).

Magazine Readership – Business Decision Makers

Source: Roy Morgan Research Business Media Survey, July 2012 – June 2013. Australian Business Decision Makers: Micro and Small Businesses (less than 20 employees) n = 9,467; Medium and Large Businesses (20 or more employees) n = 3,144.

Nigel Smith, Director of Business Research, Roy Morgan Research, says:

“Business decision-makers are more likely to travel by air than the general population, so it’s not surprising they are more likely to read inflight magazines.

“However not all industries—and not all types of business decision makers—are the same. For example, business finance decision-makers are less likely to travel by air in any three month period than are marketing and advertising decision-makers.

“Our survey of business decision-makers allows for more sophisticated segmentation, so marketers may reach any given type of decision maker at any given size or type of business according to their specific readership preferences.”  

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Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332


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