The Australian Women’s Weekly is Australia’s most-read magazine across print and digital combined, new Cross-Platform Readership results from Roy Morgan Research show. Six other magazines were also reaching over a quarter of a million readers online in the 12 months to March 2016.
Including digital readers, The Australian Women’s Weekly is Australia’s most-read magazine overall, with a Total Cross-Platform audience of 2,070,000—slightly ahead of Better Homes & Gardens (the most-read newsstand print magazine), with 2,054,000 readers across print and online combined.
Unlike newspapers, nearly all cross-platform Magazines are still read by more Australians in print than in their digital forms. Only three titles have more people reading online than in print: Vogue (406,000 digital and 315,000 print readers, with a total audience of 705,000); Gourmet Traveller (238,000 digital, 225,000 print, for 449,000 overall); and The Monthly (161,000 digital and 154,000 print, for 282,000 total).
Reader’s Digest has the most digital readers (470,000), which almost double its print readership of 480,000 for a total audience of 925,000. In second spot in digital, The Australian Women’s Weekly‘s 452,000 online readers help boost it to the number one spot overall.
Other titles with in excess of 250,000 digital readers include National Geographic, Better Homes & Gardens, Australian Geographic, Time, and New Idea.
Michele Levine, CEO – Roy Morgan Research, says:
“As we reported with our Print Readership results last week, Roy Morgan has advanced its digital measurement capabilities and data. We commend Bauer Media for taking the lead in fully implementing our new total online solution by adding pixels to all their digital assets.
“And hot on the heels of this cross-device and cross-platform enhancement, Roy Morgan is launching Magazine Audience Accumulation. Accumulation shows how a magazine’s total audience ‘accumulates’ or grows over time as people read their copy and pass it on to others to read. Understanding this dynamic is imperative for advertisers and agencies to maximise ROI.
“We will be revealing to the market shortly the next stage of our partnership with Bauer Media that will transform the way magazines are planned and measured against ROI. Put simply, in addition to knowing how many people will have an opportunity to see their advertisement, they will now also know when they will see it.
“Roy Morgan Research was the first to measure magazine audience accumulation in Australia on behalf of the Magazine Publishers of Australia. This ‘gold standard method’ has been renowned around the world and has not been surpassed.
“Bauer Media has invested to ensure clients have access to market-leading insights on magazine readership and accumulation—and, most importantly, that they are integrated into media planning tools used by all agencies. Audience measurement in ASTEROID will now report reach as it accumulates each week over the campaign period.
“Roy Morgan has conducted extensive research that reveals validation of the curves and that the ‘best-practice’ findings are still relevant today. Moreover, our team of data scientists, mathematicians and software engineers has worked with Bauer Media to develop ASTEROID, Australian’s first choice among media agencies to integrate these new curves into our media planning software and to show the effect of magazine accumulation over time. Bauer Media has been working with the software for several months now and advertisers and agencies are able to contact Bauer Media for a first-look at how to maximise magazine ROI. The software update will be rolled out to all subscribing agencies shortly.
“Of course, the curves have already been utilised for years in the Magazine Publishers’ award-winning tool MAPP that allows agencies and advertisers to use granular, real-time magazine audience data in their ROI models.”
Andreas Schoo, Interim CEO at Bauer Media, says:
“The new audience measurement platform from Roy Morgan means we can give advertisers the clearest view yet of the total audience size for all our titles across magazines and digital combined. As a multi-platform business this data reliably shows the continued strength of our brands in reaching consumers on the channels of their choice.
“Bauer Media is the first publisher in Australia to offer this level of insight and we will shortly be revealing further enhancements for advertisers that will transform the way magazines are planned and measured against ROI.”
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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