Research Results. Prepared by: Times Media Market Intelligence Unit. February 2015

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Arlene Gray
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1 Research Results Prepared by: Times Media Market Intelligence Unit February 2015

Methodology & Objectives Architecture South Africa, the official journal of The South African Institute of Architects, serves as an ongoing source of reference for architects in South Africa.

2 Methodology & Objectives Architecture South Africa, the official journal of The South African Institute of Architects, serves as an ongoing source of reference for architects in South Africa. A survey was conducted to establish who our readers are, how they feel about the magazine and what we can do better to serve their needs. An online survey was hosted on SurveyMonkey from 2 December 2014 to 5 February An er was sent to all SAIA subscribers, a link was hosted on the SAIA website and also promoted in the print copy of the magazine to encourage participation in the survey. A total of 206 responses was achieved by cut-off date (4.5% of Architecture SA s 4,561 ABC Jul-Dec 14 circulation). Prize: one lucky winner received an iphone 6 plus, 64GB.

Response Rate Per week (n=206) Emailer to subscribers on 1

3 Response Rate Per week (n=206) er to subscribers on 1 December 2014 and 19 January 2015 resulted in higher response rates

4 5 Year Trended Circulation for Architecture SA ABC circulation has declined by -15.5% since Apr-Jun Apr-June 2010* Jul-Dec 2010 Jan-June 2011 Jul-Dec 2011 Jan-June 2012 Jul-Dec 2012 Jan-June 2013 Jul-Dec 2013 Jan-June 2014 Jul-Dec 2014 *First ABC measurement Apr-Jun 2010 Total Subscription Copy Sales Free Distribution Source: ABCs

5 Who reads Architecture SA?

6 Mostly male, White, average age % Age % 30% 70% Coloured, 3% Indian 2% % Black, 7% % White, 88% % % Average Age: 45

28% Honours: 20% Masters: 47% Doctorate: 2% MBA/MBL: 1% Language: English: 59% Afrikaans: 33% Any African: 6% Any Foreign: 2%

7 89% are Practicing Architects; 3% are architectural sudents; 3% retired architects; 5% other (building contractor, urban designer, general manager, lecturer) Six in ten are self-employed and Gauteng/W Cape residents Education: Matric: 2% Graduate: 28% Honours: 20% Masters: 47% Doctorate: 2% MBA/MBL: 1% Language: English: 59% Afrikaans: 33% Any African: 6% Any Foreign: 2% Employment: Self Employed/own business: 60% Working for employer: 35% Province: Gauteng: 43% WC: 33% KZN: 11% FS: 5% EC: 4% Limpopo/NW: 4%

8 How Architecture SA is read

9 I read Architecture SA... Issues Read-out of 10 7 in 10 read 5-10 issues (69%) 2 in 6 read 1-4 issues (29%) Thoroughness of Reading 2.2 readers per copy Keep/file it for future reference 81% Just glance through it, 8% Read all or most of it, 20% Pass on to friends and colleagues 7% Throw away 2% Read only articles that interest you, 43% Read a fair amount of it, 29% Recycle 10% 8 in 10 keep the magazine for future reference

10 Page traffic Overall Critiques/Illustration is well read and highly rated. Book review is less read but enjoyed by those who do read it. 100% 90% 92% Read Rating (out of 10) 10 80% 70% 60% 50% 40% % % 50% 49% % % % % 20% 2 10% 0% Critiques/Illustration Technical pages Editorial Refereed articles Notes & news-saia Perspective End piece Book review 0

Readers want more of Critiques/illustration of new work and Technical pages Critiques/Illustration of new work 69% 3% 28% Technical pages 56% 1% 43% Refereed

11 Readers want more of Critiques/illustration of new work and Technical pages Critiques/Illustration of new work 69% 3% 28% Technical pages 56% 1% 43% Refereed articles 36% 15% 48% Perspective Book review 25% 20% 5% 9% 66% 75% MORE LESS JUST RIGHT Notes and news -SAIA 19% 11% 70% Editorial 9% 10% 81% End piece 7% 13% 80%

12 Evaluation of Architecture SA

13 Evaluation of Content 39% would like to see the magazine in a matt finish, 13% in gloss and 48% claimed it makes no difference

14 Architecture SA rated very highly 21% 22% 24% 27% 27% 34% 47% 62% 78% 77% 74% 73% 73% 65% 53% 35% Overall appearance and layout Quality of the paper used Overall graphic style Text (size, font, layout) Photographs Page layout Plans Advertisements Excellent/Good Fair/Poor Very Poor Most criteria were rated as good (rather than excellent) in this section

Graphics/Layout 5% Technical Issues 4% Advertising/Too many adverts 20% Quality of graphics/plans/drawings 16% Same architects and stories 12% Regions need to be balanced/smaller ones not featured 7%

15 Likes (n=128): Likes, dislikes and topics currently not featured... Dislikes (n=129): Fresh/Contemporary/Relevant/ up-to-date 31% Content/Commentary/Opinions 18% Articles on new work/critiques 17% Relevant to SA and SA architecture 16% Covers/Cover story 5% Graphics/Layout 5% Technical Issues 4% Advertising/Too many adverts 20% Quality of graphics/plans/drawings 16% Same architects and stories 12% Regions need to be balanced/smaller ones not featured 7% More content needed and plans 5% Magazine should be published more often 5% Nothing 28% Topics currently not featured (n=120) Design Process/Featured Projects 18% Green issues architecture 14% Reviews on buildings/technical Info 12% Interviewing Architect Firms/Practices 10% Student work/young Architects 5% International Architecture 4% Highlight poor architecture 4% Community driven projects 3% Architecture in Africa 3% None 21%

Good graphics/images 24% Clean/Good graphics 24% Informative/Interesting 20%

16 Front cover preference Cover 1 Rating: 6.2 out of 10 Cover 2 Rating: 6.5 out of 10 Colourful/more appealing/attractive 25% Like hand drawing/sketch 35% Good graphics/images 24% Clean/Good graphics 24% Informative/Interesting 20% Dull/Poor/Messy 22% Poor quality image/unclear 11% usy/confusing/don't like it 10% Interesting/Informative 13%

Format and Advertising Preferred Format (Online preference average age = 44) 3% Advertising 17% 9% I would prefer to see the products/services section at the back of the magazine.

17 Format and Advertising Preferred Format (Online preference average age = 44) 3% Advertising 17% 9% I would prefer to see the products/services section at the back of the magazine. 38% 43% 16% Average age = 42 71% The current list of advertisements is of value to me. 7% 55% 32% Print Online on your desktop ios Android Strongly Agree Tend to Agree Tend to Disagree Strongly Disagree

18 Internet

theatre/movie/entertainment bookings Download music/podcasts/vodcasts Read a newspaper online Read a magazine online Buy gadgets

19 Internet access and usage Access the Internet via: Via desk top computer : 67% Cell phone/smartphone: 53% Laptop : 51% Ipad/Tablet : 38% ing Banking Research/obtain information Book air tickets/travel packages Buy books/e-books Make theatre/movie/entertainment bookings Download music/podcasts/vodcasts Read a newspaper online Read a magazine online Buy gadgets Chat Order gifts/flowers Buy cds/dvds Buy clothing Order groceries online Play games 13% 12% 12% 25% 29% 37% 36% 45% 48% 57% 62% 60% 78% 88% 95% 100%

20 Architecture SA Online Only 15% access Architecture SA Online Magazines read/accessed (Duplication may occur) Other Mags: Architectural Review RIBA Journal Urban Green File

21 Pricing Range for Architecture SA They would be prepared to pay R28.50 on average if Architecture SA was sold.

22 SAIA Members

23 SAIA Members-value added benefits they would like... 84% are SAIA members Access to legal advice/legislation 18% More affordable CPD courses 17% They need more practice info/more workshops 17% Better engagement with government on issues 13% The architectural profession should be marketed more 11% Discounts on magazine subscriptions 7% Other 5% None 12%

24 Thank You

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2018 Media Kit. Internet is the most valued investment with the highest return rate among all marketing ways. Jan 1 st, 2018 2018 Media Kit For Formulation&Adjuvant Technology Internet is the most valued investment with the highest return rate among all marketing ways. Jan 1 st, 2018 Who are we? AgroPages is the industry s leading