There are over 2.5m dads in Australia with kids under 18 still at home. They own ties and short shorts, power tools and stubby holders, electric razors, barbecue tongs and socks – but with no time left to shop, what about a magazine subscription (so he can have some bloody time to himself for once)?
The top ten most popular purchasable (and subscribable—hint, hint) mags among Aussie dads include five about cars, one about their health, one about the wider world, and three that were probably left on the coffee table by mum and flicked through during an ad break.
National Geographic is the most popular magazine among dads, with 153,000 of them reading per average issue in the year to June 2014, the latest readership results from Roy Morgan Research show.
The average issue of Better Homes and Gardens reaches 120,000 dads—slightly more than Men’s Health at 111,000. 83,000 dads read House & Garden and/or the Women’s Weekly, followed by Australian 4WD Action (77,000), Top Gear (76,000),Street Machine (63,000), Wheels (61,000) and Just Cars (59,000).
See attached for table. Source: Roy Morgan Single Source, July 2013 – June 2014, sample = 5386 men who are parents of children under 18 in the household.
Tim Martin, General Manager - Media, Roy Morgan Research, says:
“Magazines often reach a wide and diverse audience. Even mags targeted to a particular demographic end up reaching large numbers of people who wouldn’t dream of buying it.
“That said, we probably wouldn’t suggest a subscription to BH&G, House & Garden or Women’s Weekly is a better bet for more dads than Men’s Health or Street Machine.”
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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