IPC Media Values Research
The results of IPC’s Media Values research have now been released covering the area of consumer’s relationships with different media and different types of magazines.
The research was conducted by RSL in February and March 1992 using a representative sample of 2,018. The sample were interviewed using a questionaire which drew on the 1984 Media Involevment Study, conducted for the Magazine Marketplace Group. The CAPI (Computer Assisted Personal Interviewing) technique was used.
Readership figures were obtained for 132 publications using the Extended Media List technique that is used for the NRS. Group readership figures were also obtained for 21 categories of magazine.
The questionaire covered media as sources of ideas and information, attitude statements and advertising expectations.
A selection of the results can be found on the following pages. “YOU CAN BELEIVE WHAT YOU READ IN THIS MAGAZINE” % Of Gross AIR Respondents Agreeing
Adults 15-64 Men’s Interest 92 Fashion/Beauty/Hair Monthlies 87 Home/Family Monthlies 83 Women’s Weeklies 82 General Weeklies 82 House/Home Monthlies 78 Programme Journals 77 Young Women’s Monthlies 76 Women’s Monthlies 76 Romantic 64 Young Women’s Weeklies 76 Youth/Music/Listings 73 General Monthlies 67 “I USUALLY NOTICE THE ADS IN THIS MAG” % Of Gross AIR Respondents Agreeing
Adults 15-64 Fashion/Beauty/Hair Monthlies 87 Young Women’s Monthlies 80 Young Women’s Weeklies 78 Home/Family Monthlies 77 House/Home Monthlies 44 Men’s Interest 76 Women’s Weeklies 75 Youth/Music/Listings 75 General Monthlies 68 General Women’s Monthlies 66 Programme Journals 64 Romantic Magazines 63 General Weeklies 53 “THE ADS ARE AN ESSENTIAL PART OF THIS MAGAZINE” % Of Gross AIR Respondents Agreeing
Adults 15-64 House/Home Monthlies 75 Fashion/Beauty/Hair Monthlies 75 Home/Family Monthlies 69 Men’s Interest 68 General Women’s Monthlies 67 Youth/Music/Listings 66 Young Women’s Weeklies 66 Young Women’s Monthlies 65 Women’s Weeklies 65 General Weeklies 60 Programme Journals 56 Romantic Magazines 49 General Monthlies 47 AD EXPECTATIONS – WOMENS WEEKLIES % Of Respondents Expecting To See Advertising Type In Magazine
Business 4 Hshld Applncs 40 Cigarettes 13 Hshld Items 34 Cinema 8 Local Shppng 6 Clothing 65 Mail Order 46 Computing 0 Motoring 6 Drnk 36 Office Equip 1 DIY 24 Pers Finance 0 Entertnmnts 13 Propery 2 Food 66 Sports Equip 5 Furniture 33 Toiletries 60 Gardening 32 Others 2 Travel 59 None of Above 10 AD EXPECTATIONS – MOTORING MAGS % Of Respondents Expecting To See Advertising Type In Magazine
Business 12 Hshld Applncs 0 Cigarettes 28 Hshld Items 0 Cinema 0 Local Shppng 0 Clothing 19 Mail Order 27 Computing 4 Motoring 93 Drnk 9 Office Equip 0 DIY 27 Pers Finance 19 Entertnmnts 6 Propery 0 Food 2 Sports Equip 16 Furniture 0 Toiletries 2 Gardening 1 Others 6 Travel 24 None of Above 3 AD EXPECTATIONS – PROGRAMME JOURNALS % Of Respondents Expecting To See Advertising Type In Magazine
Business 6 Hshld Applncs 22 Cigarettes 25 Hshld Items 17 Cinema 16 Local Shppng 1 Clothing 28 Mail Order 39 Computing 4 Motoring 18 Drnk 30 Office Equip 1 DIY 10 Pers Finance 14 Entertnmnts 32 Propery 1 Food 41 Sports Equip 12 Furniture 13 Toiletries 22 Gardening 21 Others 1 Travel 61 None of Above 18