With burns survivor Turia Pitt on its cover, the Australian Women’s Weekly has scored its most-read issue so far this year, reaching 2.2 million Australians.
In an industry where even supermodels are airbrushed, many media commentators praised editor-in-chief Helen McCabe’s risky decision to feature Turia on the July cover—but the question remained: would the gamble pay off?
The results are now in, and the answer is a resounding yes.
Source: Roy Morgan Research Issue Readership
Roy Morgan’s Readership survey shows that more Australians read the July issue featuring Turia Pitt than any other Australian Women’s Weekly so far this year.
The extraordinary edition even out-performed more traditionally effective recent cover subjects including Prince George, the Duchess of Cambridge, Princess Mary and Nicole Kidman.
The magazine industry comes together this Friday at the Australian Magazine Awards to celebrate the best of the best. This Roy Morgan Issue Readership result is a timely example of a bold editorial decision striking a chord with readers.
Roy Morgan Research will announce the September 2014 Readership currency figures on November 6th.
Tim Martin, General Manager – Media, Roy Morgan Research, says:
“This is clearly a cover that stands apart from the norm, and there has been much industry speculation about whether this particular issue would succeed. Our latest issue readership results show that it has.
“Editor-in-chief Helen McCabe’s decision to feature Turia Pitt on The Women’s Weekly has been backed by Australian readers.
“As the industry gathers to celebrate the magazine awards this coming Friday, Roy Morgan celebrates and applauds such bold decisions made by the best of the best.”
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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