Australia is fast becoming a land of oenophiles as readership of wine magazines grows for the third consecutive year, the March figures from Roy Morgan Research show.
Gourmet Traveller Wine leads with 126,000 readers (up 31% since March 2011), just ahead of Selector with 102,000 readers (up 55%).
Over the last three years, readership of Gourmet Traveller Wine has averaged an additional 10,000 readers per year, whileSelector has ripened with an average increase of 12,000.
Readership Trends of Gourmet Traveller Wine and Selector:
Source: Roy Morgan Single Source (Australia), April 2010 – March 2014 rolling quarters; average annual sample = 51,443 Australians 14+
Despite a clear thematic similarity, the audience for each magazine is largely exclusive, with very few people reading both. And although readers of either are around twice as likely as the average Australian to be in the AB socioeconomic quintile and earning over $80Kpa, there are nevertheless some distinct differences in the composition of their audiences:
- Almost two-thirds of Gourmet Traveller Wine readers are men, while Selector’s audience is evenly split by gender.
- Selector has a higher readership among Gen X than Gourmet Traveller Wine, but both Gen Y and Baby Boomers prefer the latter.
- Readers of Gourmet Traveller Wine are more likely than those of Selector to have held a dinner party or gone to see live entertainment such as theatre or a concert in the last three months.
- Readers of Selector are more likely than those of Gourmet Traveller Wine to be early adopters of new hotels or resorts and new brands available in the supermarket.
- Nationally, fewer than half of Australians 18+ drink wine, including sparkling, in an average four weeks, compared with 85% ofGourmet Traveller Wine readers and 74% of Selector readers. Both sets of readers are also much more likely to drink most other types of alcohol—including beer.
- Selector readers have a distinct penchant for brandy, muscat, sherry and other fortified wines, with consumption rates around five to 10 times the national average.
- Gourmet Traveller Wine readers are most likely Technology Early Adopters, while Selector’s are most likely Professional Technology Mainstream.
- Both sets of readers are much more likely than the average Australian to conduct internet activities including reading magazines online, searching for entertainment and restaurants, and streaming TV and music.
Tim Martin, General Manager - Media, Roy Morgan Research, says:
“It’s always interesting to see two competing publications both increase their overall readership by attracting subtly different types of people.
“With only a tiny duplication in readership between the two magazines, Australian wine aficionados are clearly making a choice between the two magazines, and publishers and advertisers will need to keep a close eye on how audiences coalesce in either camp.
“Roy Morgan Research’s Single Source data is the preferred multi-media audience measurement currency used by the majority of Australian media strategy, planning and buying agencies, telecommunications, financial services and automotive brands.”
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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