Around 1 in 5 Australians aged 14+ (3.8 million) read Coles Magazine, ahead of 2.1 million for Woolworth’s Fresh, the latest readership figures from Roy Morgan Research show.
As you’d expect, the vast majority of readers of these magazines are their household’s main grocery buyer, with women comprising around three quarters of each magazine’s readership. Around a third of readers of either magazine are parents with children under 16 in the home.
Readership of Coles Magazine is highest in Victoria, with 1,135,000 readers (compared with 472,000 for Fresh), just ahead of the 1,119,000 readers in NSW (702,000 for Fresh).
Readership of Coles Magazine vs Woolworth’s Fresh:
Source: Roy Morgan Single Source (Australia), April 2013 – March 2014: n = 48,059
A new entrant in the Roy Morgan Readership Survey, the Coles Magazine readership figure is for January to March 2014 only, during which period Fresh experienced above average readership.
Tim Martin, General Manager - Media, Roy Morgan Research, says:
“The media industry is a dynamic place to be right now, with all manner of new alliances, partnerships and relationships. Digital and non traditional tie-ups are stretching the boundaries and disrupting the media industry as we know it!
“In this example, Coles has successfully extended their brand into the print medium and all those involved, including the publisher Bauer Media, should be rightly pleased of the rapid takeup by readers and this success story for print.
“By reaching 1 in 5 Australians in a month, Coles is able to deliver to stocked brands and other advertisers a massive audience of predominantly main household grocery buyers seeking relaxed and informative content.”
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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