Roy Morgan: Boomers Read Women’s Mags, Y’s Read Lifestyle, Men Read Motoring

Roy Morgan: Boomers Read Women’s Mags, Y’s Read Lifestyle, Men Read Motoring
SHARE
THIS



Analysis of Roy Morgan’s latest readership results released for the 12 months to March 2019 shows that Bauer Magazines is the most widely read magazine publisher in four of the top 10 magazine categories – mass women’s magazines, motoring, TV and women’s lifestyle.

Bauer is a top three publisher in a total of eight of the top 10 categories which also includes food and entertainment, home and garden, health and family and women’s fashion categories.

Other publishers to perform well include Medium Rare which is the most widely read publisher for food and entertainment and business, financial and airline magazines.

Meanwhile, Pacific Magazines is the most widely read publisher for home and garden category and health and family.

Medium Rare is the most widely read publisher in the most widely read magazines category of food and entertainment with 4.84 million reading the publisher’s Coles Magazine just ahead of the 4.83 million that read NewsLifeMedia publications including Woolworth’s Fresh.

Bauer dominates the readership in the widely read mass women’s category with over 2.9 million Australians reading Bauer Magazines including Australia’s most widely read paid magazine The Australian Women’s Weekly ahead of second-placed Pacific Magazines with readership of 1,381,000 across magazines such as leading magazine title New Idea.

Pacific Magazines leads Bauer in the home and garden category with readership of 1,730,000 powered by Australia’s second most widely read paid magazine Better Homes & Gardens ahead of second placed Bauer on 939,000 led by House & Garden.

Bauer also leads readership in the motoring category driven by the readership of Wheels and Street Machine. It also leads in women’s lifestyle magazines thanks to NW and the TV category on the back of the readership of TV Week.

Mass women’s magazines appeal to older audiences than women’s lifestyle magazines

Analysing the audiences of mass women’s magazines and women’s lifestyle magazines shows that 79 per cent of the readers of mass women’s magazines and 84 per cent of women’s lifestyle’s magazines are women, however there are very different audiences for both categories when other demographics are considered.

The most likely consumers of mass women’s magazines are older Australians in the Baby Boomer generation while for women’s lifestyle magazines the appeal is strongest amongst the younger Millennials and Generation Zs.

There are similar trends at play for other leading magazine categories.

Motoring magazines which have an audience overwhelmingly of men (84 per cent) have their largest generational appeal to Australians in Generation X and also have strong appeal to the younger Millennials and Generation Z.

In contrast home and garden magazines with an audience that is just over two-thirds women compared to almost one-third men is a favourite of Baby Boomers and Generation X.

Please login with linkedin to comment

Bauer medium rare pacific Roy Morgan

Latest News

Xandr Shares Comprehensive Approach To Identity
  • Marketing

Xandr Shares Comprehensive Approach To Identity

Xandr today shared insight into its multi-faceted approach to identity solutions, to facilitate high-value transactions for buyers and sellers following the deprecation of third-party cookies and device IDs.

When It Comes Brand Building, Less Isn’t Always More
  • Opinion

When It Comes Brand Building, Less Isn’t Always More

In this guest post, Hulsbosch’s creative director Marcel Wijnen, casts his design eye over what truly makes a brand and says it’s all about being true and essential… To do simple – and to be original – is a truly tough task. Not impossible, but not easy. Naturally, we can get lost in ‘striving for simplicity’ […]

Opinion

by B&T Magazine

B&T Magazine
South Australian Supermarket Chain Foodland Launches ‘Mighty’ New Campaign, Via KWP!
  • Advertising

South Australian Supermarket Chain Foodland Launches ‘Mighty’ New Campaign, Via KWP!

South Australia’s largest independent supermarket chain, Foodland – with its unforgettable jingle “Foodland, the mighty South Aussies, yeah” – will launch a new campaign on 7th March. The campaign coincides with the chain’s $251m expansion program to open twenty-five new stores, revamp fourty-seven and create 2,500 new jobs over the next five years. Agency KWP! […]

Introducing The Zavy Social Scoreboard
  • Partner Content

Introducing The Zavy Social Scoreboard

Get yourself acquainted with the Zavy Social Scoreboard here. Why not mix a martini for added mood and intimacy.

Partner Content

by B&T Magazine

B&T Magazine