Daily Mail Hits The Mark With Business Professionals

The Daily Mail is the most popular daily newspaper amongst UK business professionals, according to the latest British Business Survey 2003.

The survey, carried out by Ipsos-RSL, measures the reading habits, media consumption and business behaviour of middle and senior managers. It covers a universe of over 1.5 million business people and is backed by The Economist, Financial Times, the Telegraph Group and Times Newspapers.

It shows that 75% of business people are male, with an average age of 42 and income of just under £50,000. Almost half of those that took part in the survey also came from London and the South East.

According to the survey, business people watch less television, listen to more radio, use the internet more and read more newspapers and magazines than the average consumer.

The survey revealed that the Daily Mail was the most popular daily paper amongst respondents, with just over 23.2% of business professionals reading the title over an average six day period. This was followed by The Times with a six day average issue readership of 20%.

Prestige pink paper, Financial Times, recorded a surprisingly low six day average issue readership of 13.4%. However, this can be weighed against the solid performance of www.ft.com, which was the most popular newspaper website in the survey.

The Guardian also performed relatively poorly with a 10.6% of professionals reading the paper over a six day period. However, this could be connected to the fact that 81% of the business people that took part in the survey came from the private sector, while the Guardian is well known for its extensive coverage of the public sector.

Ipsos-RSL: www.ipsos-rsl.com

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