Fairfax Media s Market Leading Brands

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2 Fairfax Media s Market Leading Brands With their vision and strong editorial philosophy of quality, trust and integrity, Fairfax Newspaper Magazines offer unparalleled access to the homes and hearts of the most significant and influential segment of our society. Fairfax Newspaper Magazines engage with our premium hard to reach audience, drive purchase behaviour, have stimulating journalism and are a driver for newspaper purchase.

3 Fairfax Media NIMS Fairfax Newspaper Magazines reach over *1.7 million premium readers. They are* more likely to have a degree, are high income earners, and travel business class overseas. They have money to spend. And they like to spend it. This presentation will showcase how Fairfax Media NIMs offer advertiser opportunities to engage with our premium, high net worth and big spending audiences. * Source: emma TM conducted by Ipsos MediaCT, people 14+ for the 12 months ending Sept 2013

4 Fairfax NIMs Audience Study Our aim was to explore the type and level of engagement our audience have with newspaper inserted magazines (NIMs) and the role that NIMs play in their lives. During November 2013 through an online survey sent to The Age, Sydney Morning Herald and AFR NIM readers Over 1,700 respondents Incentivised by the chance to win a $250 gift voucher

5 Summary of key insights 1. Fairfax NIMS audience are highly engaged 2. Fairfax NIMs offer advertisers opportunity to reach an educated and affluent audience 3. Fairfax NIMs offer high reach of an exclusive audience 4. NIMS drive action 5. Fairfax offers a suite of NIMs across various target audiences

6 Fairfax NIMs audiences are highly engaged This translates to a relaxed mindset that is open to new ideas, opportunities and absorbs deeper information

7 Fairfax NIMs reach a valuable, loyal audience Fairfax NIMs readers not only look forward to reading their magazine but actively seek it out Anticipation Influence Value 78% 52% 80% look forward to reading NIMs Source: Gfk/Fairfax NIMs Reader Survey Nov 2013 (n=1782) say NIMs influence their readership/ purchase of the paper on that day keep NIMs for longer than a day

8 NIMs provide Me Time resulting in a relaxed mind set 8 in 10 readers say NIMs are a way to enjoy me time 75% When reading Fairfax NIM s, our readers agree that... 83% Feel engaged Feels like relaxed, quality time Source: Fairfax NIMs Reader Surveys Nov 2013 (n=1782)

9 Fairfax NIMs offers readers something they can t get from newsstand magazines Compared to newsstand magazines, readers believe that Fairfax NIMs are... 55% enjoy reading NIMs over other media sources Source: Fairfax NIMs Reader Surveys Nov 2013 (n=1782) Greater variety of content 65% More topics that interest me 71% Better value for money 77% Better mix of lifestyle / serious content 72% More credible journalism 70% More enjoyable to read 76% Better quality of articles 72%

10 Fairfax NIMs offer advertisers an opportunity to reach an educated and affluent audience NIMs provide an avenue for advertisers to attain a hard-to-reach audience

11 Reach an educated & affluent audience with Fairfax NIMs When compared to the total population, Fairfax NIMs readers are... 46% $95k 35% 110, ,000 41% Degree Qualified 73% more likely to have a degree Full time income is 24% higher than the national average Social Grade A 73% more likely New car buyers who are 34% more likely to be considering a luxury auto brand than the average Australian new car buyer Bought Cosmetics/ Fragrances in the last 4 weeks Intend to Travel internationally in the next 12 months Source: *emma TM conducted by Ipsos MediaCT, people 14+ for the 12 months ending Sept 2013.

12 Fairfax NIMs offer high reach of an exclusive audience Advertisers have an opportunity to reach an audience that is rarely found on other fashion, lifestyle, and food magazines

13 A hard-to-reach audience can be found on Fairfax NIMs Of Fairfax NIMs audience... 85% 63% 74% 75% 69% Don t read women s fashion magazines Don t read mass women s magazines Don t read business, financial & airline magazines Don t read food and wine magazines Don t read any other NIM Source: *emma TM conducted by Ipsos MediaCT, people 14+ for the 12 months ending Sept Women Fashion Mags = Harpers Bazaar, Instyle, Marie Claire, Vogue, Frankie, Bride to Be, Modern Wedding. Mass Women Mass = Famous, New Idea, NW, OK, Take5, That s Life, Who, Womens Day, AWW, Cleo, Cosmo, Dolly, Girlfriend, Shop til You Drop. Business/Financial/Airline = BRW, New Scientist, Time, Jetstar, Money, Qantas AW, Smart Investor, The Monthly, Voyeur. Food & Wine = Aust Gourmet Traveller, Delicious, Recipes+, Super Food Ideas, Donna Hay, Gourmet Traveller Wine, Selector.

14 Exclusivity between Fairfax NIMs Titles Total Reach: 1.5m Total Reach: 207,000 Total Reach: 458,000^ Good Weekend Sunday Life AFR Mag BOSS Sophisticated Traveller Luxury Half of the GW audience don t read Sunday Life 40% of the Sunday Life audience don t read GW 2/3 of the AFR Mag audience don t read BOSS 56% of the BOSS audience don t read AFR Mag 42% of Luxury audience don t read Sophisticated Traveller* 17% of the Sophisticated Traveller audience don t read Luxury* Source: emma TM conducted by Ipsos MediaCT, people 14+ for the 12 months ending Sept ^Luxury and Sophisticated Traveller readership is based on host publication (AFR Fri and Weekend) * BE Survey Survey of Senior Business Executives.

15 Fairfax NIMs drive action Advertisers have an opportunity to drive in-store traffic or other immediate action

16 88% of NIMs readers have taken some sort of action after reading an article 51% 3-in-5 20% Visited a website or made an online search Have referred to an article they ve read in a conversation or spoken to family / friends about content in the NIMs Purchased a product or service they ve read about Source: Fairfax NIMs Reader Surveys Nov 2013 (n=1782)

17 Over two-thirds have taken some sort of action after seeing an advertisement 1 in 2 Are more likely to consider purchasing brands advertised in NIMs compared to other media Advertisers can leverage off Fairfax NIMs strong brand values... 63% Agree that NIMs add credibility to brands 58% Agree that NIMs improve perception of brand quality Source: Fairfax NIMs Reader Surveys Nov 2013 (n=1782) & (n=221)

18 Fairfax offers a suite of NIMs across various target audiences

19 Good Weekend I love the Good Weekend. I really look forward to reading it. I believe it is far superior to most magazines on the newsstands. The articles are high quality. My family and I regularly discuss issues raised in the articles. Good Weekend reader Fast Facts REACH Good Weekend reaches the equivalent of a top 10 TV shows such as 60 Minutes, Sunday Night and Gruen Planet every week.* Reach a weekly audience of 1.15 million WHY To relax, enjoy and challenge their thinking WHO Females (53%), Average HHI $112,254, Social Grade A (36%) 64% Influences their purchase of the paper 32 min average time spent reading WHEN Every Saturday - Good Weekend readers are highly loyal with 72% reading at least every issue, or most issues 66% Source: Gfk/Fairfax NIMs Reader Survey Nov (n=1782). *emma TM conducted by Ipsos MediaCT, people 14+ for the 12 months ending Sept TVratings from OzTAM week 43, Oct 2013 Sydney, Melbourne Keep for more than 1 day

20 Sunday Life I save Sunday Life for my mid-morning coffee when I can relax and enjoy the magazine - good work! An important part of the Sunday paper one reason I buy it... Sunday Life readers Fast Facts REACH Sunday Life reaches a weekly audience of 975,000 WHY 3 in 5 (60%) state that Sunday Life inspires them and gives them ideas about things to think about, talk about and do WHO Females (62%), Social Grade A or B (52%), 1-in-3 Sunday Life readers are in the Big Spender segment; 44% more likely to have a personal income of $70,000+ compared to the general population WHEN Every Sunday 50% Influences their purchase of the paper 21 min average time spent reading 68% Source: Gfk/Fairfax NIMs Reader Survey Nov (n=1782). *emma TM conducted by Ipsos MediaCT, people 14+ for the 12 months ending Sept TVratings from OzTAM week 43, Oct 2013 Sydney, Melbourne Keep for more than 1 day

21 The Australian Financial Review Magazine Good political debate good and unbiased journalism good economic debate and reporting and the latest tech news. Investigative journalism without fear or favour, everything will flow from that including advertisers. AFR Magazine reader Fast Facts REACH Monthly inserted magazine combining coverage of business, politics, travel, leisure, sport, health, design, fashion and the arts reaching 149,000 readers WHY 7 in 10 (68%) have taken a direct action from seeing something advertised in AFR Magazine WHO Males (72%), Social Grade A (54%), average personal income is $185,000, average age is 49 years 50% Influences their purchase of the paper 21 min average time spent reading WHEN Last Friday of the month - Readers of AFR Magazine are highly loyal with 71% reading at least every issue, or most issues 78% Source: Gfk/Fairfax NIMs Reader Survey Nov (n=1782). *emma TM conducted by Ipsos MediaCT, people 14+ for the 12 months ending Sept TVratings from OzTAM week 43, Oct 2013 Sydney, Melbourne Keep for more than 1 day

22 BOSS Magazine I do tend to buy the newspaper when the BOSS Mag is an insert and it is a very high quality publication all round and interesting to read. The Ads in this high quality gloss are fantastic actually Boss reader Fast Facts REACH Monthly inserted magazine with a core focus on management and leadership featuring the latest global ideas and thinking in business reaching 103,000 readers WHY They say knowledge is power and for BOSS readers 76% read BOSS to challenge thinking/ be informed or broaden/enrich their knowledge WHO Males (66%), Social Grade A (68%), average personal income is $187,000, average age is 49 years, average of $929,000 in savings and investments^ 56% Influences their purchase of the paper 26 min average time spent reading WHEN Second Friday of the month reaching 87% 103,000 readers NB: Business and Airline Titles include: Time, Qantas The Australian Way, Virgin Blue Voyeur, Jetstar, The Monthly. Source: *emmatm conducted by Ipsos MediaCT, people 14+ for the 12 months ending September **ABC September ^ Financial Review BOSS Reader Survey, Mar 2013, n=603. ^^ Business Elite Australia Survey 2012 Keep for more than 1 day

23 Life & Leisure Luxury I love the luxury section and always pull it out first to keep it to read after I have finished reading the AFR. I then spend time enjoying reading it Luxury reader Fast Facts REACH Glossy, large format magazine that appears quarterly in The Australian Financial Review combining coverage of fashion, motoring, grooming, watches, jewellery, design, technology, food & wine, property, architecture and interiors reaching 458,000 readers WHY 47% say they get lifestyle ideas around topics such as travel, fashion, health, & beauty WHO Average personal income is $198,000, average age is 45 years, 25% of Luxury magazine readers spent over $5,000 on jewellery for someone else over the past 12 months 46% Influences their purchase of the paper 22 min average time spent reading WHEN Quarterly in the Australian Financial 80% Review reaching 458,000 readers NB: Business and Airline Titles include: Time, Qantas The Australian Way, Virgin Blue Voyeur, Jetstar, The Monthly. Source: *emmatm conducted by Ipsos MediaCT, people 14+ for the 12 months ending September **ABC September ^ Financial Review BOSS Reader Survey, Mar 2013, n=603. ^^ Business Elite Australia Survey 2012 Keep for more than 1 day

24 The Sophisticated Traveller A small oasis of escapism well researched and reliable travel info on destinations that a either different or from a different perspective Sophisticated Traveller reader Fast Facts REACH Published quarterly and appears in the Australian Financial Review showcasing the finest travel writing and photography from home and the rest of the world reaching 458,000 readers WHY 73% of readers say they are in a relaxed frame of mind when reading Sophisticated Traveller WHO Average personal income is $219,000, average age is 47 years, 27% of The Sophisticated Traveller readers spent over $2,000 on their last watch purchase 46% Influences their purchase of the paper 21 min average time spent reading WHEN Quarterly in the Australian Financial 84% Review reaching 458,000 readers NB: Business and Airline Titles include: Time, Qantas The Australian Way, Virgin Blue Voyeur, Jetstar, The Monthly. Source: *emmatm conducted by Ipsos MediaCT, people 14+ for the 12 months ending September **ABC September ^ Financial Review BOSS Reader Survey, Mar 2013, n=603. ^^ Business Elite Australia Survey 2012 Keep for more than 1 day

25 In summary Fairfax NIMs are a powerful channel Reach 1.7 million* informed Australians who like to spend Reach a highly engaged and exclusive audience Connect with an educated and affluent audience Drive action Source: *emma TM conducted by Ipsos MediaCT, people 14+ for the 12 months ending Sept Gfk / Fairfax : fairfax NIMS Reader Survey Nov 2013 (n=1782)

26 For more information contact your Fairfax Media Sales representative