So much for websites poaching readers from print publications: when it comes to magazines, at least, many titles are thriving. Take home and garden magazines, a category spanning publications such as Home Beautiful, House & Garden and Real Living, for example. In the last month, 16% of Australians (or more than 3 million people) read a home and garden magazine — double the 8% who visited a website from this category.
Furthermore, magazines of this type tend to attract a higher proportion of readers who could be considered ‘high-value’ than their online counterparts: ‘Trusted Advisors’ in home renovations and decorating, plus recent home buyers and people with household insurance.
The word of mouth multiplier
As the latest figures from Roy Morgan Research indicate, home and garden magazines are read by more than double the percentage of ‘Trusted Advisers’ in home renovations (23%) and decorating (25%) than websites (10% each).
Often asked for their suggestions and advice by friends and family, Trusted Advisers are highly credible sources of ‘word of mouth’ marketing — ensuring that any home or gardening advertisement that catches their eye while they’re leafing through the latest issue of their favourite magazine stands a chance of (indirectly) reaching a far wider audience.
‘Trusted Advisers’ for Home Renovations & Decorating: Magazine Readers vs. Website Visitors
Source: Roy Morgan Single Source (Australia), October 2012 – September 2013 (n = 49,846), Australians 14+ “Trusted Advisers” decorating ideas for home (n = 2,886), information on home renovations (n = 3,262).
Home buyers and hard copy
Similarly, a much larger percentage of recent property buyers read home and garden magazines than visit home and garden websites. The same can be said of people with household insurance. As the chart below reveals, this trend is strong across Australians who have bought or built new or established homes in the last 12 months.
For example, 36% of people who built a new house in the past year read the last issue of at least one home and garden magazine, four times more than those who visited a website.
House/Apartment Buyers in Last 12 Months: Magazine Readers vs. Website Visitors
Source: Roy Morgan Single Source (Australia), October 2012 – September 2013 (n = 49,846), Australians 14+. Australians 14+ that bought or built a house, apartment or unit in the last 12 months (n = 1,079), Australians 14+ that have Household Insurance (n = 30,266)
Michele Levine, CEO, Roy Morgan Research, says:
“As websites become more mainstream, magazines are increasingly catering for ‘niche’ communities of readers with specialist interests and knowledge. Hence, marketers cannot underestimate the value of magazine advertising, and the kind of readers who will be exposed to it.
“Our data continues to show a very important place for magazines, especially across these well-informed ‘niche’ audiences. Naturally, specific titles show different results, but home and garden magazines in general attract a larger readership than similar websites, as well as a higher proportion of sought-after ‘trusted advisers’ in home decorating and renovations.
“Likewise, recent home-buyers comprise an important part of these magazines’ readership. As home-owners are far likelier than renters to be interested in home improvements, advertisers in this category of magazine can be sure of a receptive audience. Similarly, those with household insurance clearly place a high value on their home and contents, and thus represent a potentially lucrative target market for advertisers.”
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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.
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