Airline magazines are flying high with a 14% increase in readership in the past year, the latest results from Roy Morgan Research show. In 2013, 841,000 Australians read at least one airline magazine in an average month—over 100,000 more readers than in 2012.
Qantas’ inflight magazine The Australian Way looks set to crack the half-million mark after scoring a 15% rise from 430,000 monthly readers in 2012 to 496,000 in the 12 months to December 2013.
After reaching 282,000 monthly readers earlier in the year, Virgin’s offering Voyeur finished 2013 with an average of 257,000, up 4% on its 2012 results.
But Jetstar Magazine scored the year’s biggest annual proportion gain: up 18% to 214,000 average monthly readers.
Double-digit growth for the Qantas and Jetstar publications landed each among the top 10 fastest growing magazines in the country for 2013.
In-flight Magazine Readership Trend:
Source: Roy Morgan Single Source (Australia), January 2011 to December 2013: rolling 12 months by quarter, Australians 14+ average n = 51,653
Tim Martin, General Manager - Media, Roy Morgan Research, says:
“Despite the pressure the airline industry is under, airline magazines are growing, and continuing to reach a lucrative audience.
“25% of people who earn over $250,000pa read an airline magazine in an average month; of these, the vast majority read Qantas: The Australian Way.
“Airline magazine readers are 86% more likely than the average Australian to intend to buy a new car in the next year, with preferences tending towards purchasing the luxury car brands such as BMW, Lexus and Volvo.
“The strong performance of the travel magazine category and its skew towards male readership (60% of readers are men) is consistent with recent readership growth in titles targeted towards men.”
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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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