Who said only women read magazines? The latest readership results from Roy Morgan Research indicate that men’s lifestyle magazines are currently experiencing something of a renaissance.
Growing by a massive 49.5% year on year, GQ is currently Australia’s fastest growing magazine, read by an average 145,000 people each month.
Men’s Health also experienced impressive growth over the last survey period, with its readership increasing by 13.1%. Its average monthly readership now comprises a very healthy (no pun intended!) 476,000 people. Meanwhile, readership of Men’s Fitnessrose by 4.7% over the last 12 months.
Men’s lifestyle and health magazines: readership success stories
Source: Roy Morgan Single Source (Australia), January 2012 – December 2012 (n=52,178) and January 2013 – December 2013 (n=48,835).
Fitness First’s self-titled magazine, a publication available to members of the gym chain of the same name, saw its average monthly readership grow by 29,000 people (or 30.5%) from 95,000 to 124,000. This improvement puts it in Australia’s Top 5 fastest moving magazines. Diabetic Living, up 3.5% year on year, also appears to be benefiting from Australians’ increasing demand for health-related information.
Young, male and upwardly mobile
While the top-line growth in readership numbers is great news for magazine publishers, it is equally important to be able to build richer understandings of the consumers who are buying and reading magazines.
The 20 magazines showing the strongest growth over 2013 appealed to an audience that is much more likely to be male and aged between 18 and 34 than magazine readers in general. They tend to be well paid, highly educated and employed as professionals or managers, with an above-average likelihood of being early adopters of technology. They drink spirits or imported/premium beers, consider themselves car enthusiasts, and are very career-focused. When they go on holiday, they enjoy travelling to big cities.
Viewing these readers through the lens of Roy Morgan’s in-depth profiling system, Helix Personas, we see that they are more likely to be hard-working, high-flying Metrotechs (particularly the ‘Fit and Fab’ or ‘New School Cool’ personas) than other magazine readers.
Tim Martin, General Manager Media, Roy Morgan Research, says:
“The power of magazines is that they can focus on specific interest areas, rather than trying to appeal to all the readers all of the time. Magazine formats in hardcopy, digital subscriptions and web all increasingly occupy an important and relevant place in today’s diverse and fragmented digital media landscape.
“It is clear from the readership figures and audience profiles that magazines represent a highly attractive proposition for advertisers who are keen to reach an engaged, responsive market.
“It is great news for magazine publishers themselves, as our findings show that magazines are an important media channel for brands, particularly in automotive, men’s health and lifestyle, entertainment and travel.”
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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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