The fragmentation of Australia’s magazine market means advertisers can now target the coveted ABmarket with minimum wastage, according to several keyindustry players.
For magazines, the official Roy Morgan definition of ABs is that they are the top 20% of the socio-economic quintile. To define this, there is a points system: figures are tallied from a potential score of between five and 60 for each of the three categories of education—with primary school education scoring five points and a university graduate scoring60; income—with earnings under $6000 per annum for full-time workers scoring three points and $100,000 or more scoring 60; and occupation—with unclassifiable at four points and professionals at 59 points. The totals are then split between the five indices.
Time Inc MD Tim Trumper says magazines are the most powerful gateways to ABs because they are, by nature, more targeted. Additionally, the Roy Morgan data on magazines is extensive, allowing marketers to handpick the titles that will give them access to the most powerful concentration of ABs.
According to Roy Morgan data supplied by Time Inc, from April 2001 to March 2002, Who Weekly’s percentage of AB readers was 27%, compared with 22.9% for NW, 13.9% for Woman’s Day and 15.2% for New Idea. During the same period, Time was at 39.5%, The Bulletin was at 46.6%, and BRW was at 59.4%. Meanwhile, In Style had a 31.5% AB readership, while category competitor Marie Claire was at 29.3%, Vogue had 30.1% and Harper’s Bazaar was at 33.8%.
Malcom Connor, media group head at Sydney-based agency John Bevins, says generally speaking, the AB market is more focused on the print media, but he thinks that a lot of people discount the so-called less traditional AB publications.
“ABs are like you and me, so to speak. They get up in the morning, and they probably watch a bit of TV, listen to a bit of radio, they might read the newspaper, take their kids to sport on weekends, catch a movie, or go out to a live show,” Connor says.
The more astute media planner/buyer explores alternatives to the traditional ways of reaching the AB market.
“Hopefully media buyers and planners are actually reading the titles they recommend to get a feel for what the editor is trying to achieve, and looking at the environment to discern whether their product has a synergy within that medium,” he says.
Trumper says the habits of AB readers are always changing and being information-hungry, discerning and time-poor, this group is quick to move on if the product isn’t providing what they want. And because they understand the publishing game, they cannot be easily duped by stories without substance. Instead they must be treated with respect.
Trumper says advertisers in Time and In Style reflect the high AB percentage among the readership, and while Who Weekly attracts an AB advertiser profile, it also attracts campaigns aimed at the next rung down: the C quintile. But prestige advertisers are no longer just the more traditional high-end car, fashion, technology, cosmetic and designer watch brands, but encompass fast moving consumer goods, with certain products packaged as premium goods.
“A lot of products now have a low-cost version and a more expensive version, with marketers offering an AB line of everything from toothpaste, soaps and shampoos, to beer and wine, and even chewing gum.
“These goods are aimed at people with slightly more disposable income who are prepared to pay more for a premium product,” he says. Trumper contends this development has gained momentum in the past 20 years, with marketers be-coming more adept at differentiating products through value-adding, and pricing them accordingly.
One such example is the introduction of La Premiere cinemas: prestige sections where consumers can opt to pay a premium to drink a glass of wine while watching the same movie screen as cheaper-ticketed patrons and sitting in bigger, more comfortable seats.
“It’s about differentiation… And people are welcoming these sorts of innovations in every industry,” Trumper says.
Studio Magazines publisher Marcello Grand agrees the AB reader is constantly evolving, reflecting wider social changes, the most recent being the money generated through the electronic revolution. This, in turn, influences the types of products that are being advertised, and magazines’ editorial focus.
In terms of whether you can reach a majority of AB readers through a magazine, he notes that the interests of the AB market are so diverse, and cover such a broad spectrum, that trying to produce something that fits everyone’s interests is likely to satisfy nobody, and is not feasible.
By publishing niche titles highly targeted towards certain sections of the prestige market, such as Black & White, Blue, Brides and StudioBambini, Studio Magazines has managed to grow despitethe generally gloomy economic outlook.
“Across the board there is a mood around and this is reflected in the way campaigns are placed. Obviously some companies may be a bit cautious, but for us there hasn’t been the sensation of a slow-down; things have actually picked up,” he says.
Connor agrees the AB market is fragmented by age, occupation and interests, and therefore you need to cast your net across several publications.
What are advertisers looking for in a prestige vehicle? Grand thinks the demand is for a certain profile and concentration of the types of customers they are targeting and the ability to maintain the title’s integrity.
“Advertisers in this arena are after a title that has very high credibility. Their products are expensive so they are looking for an environment that reflects this quality, and ultimately one that the readers trust, so the advertiser gets that rub-off from an environment the readers believe helps them manage their lives.”
In terms of the types of advertisers that his stable attracts, Black & White and Blue tend to be vehicles for cars, communications, alcohol, perfumes, and watches. Bambini attracts mostly fashion from designers to importers and distributors, while Studio forBrides attracts industries serving upmarket weddings, including bridal fashion, photographers, jewellers and venues. n
