Today saw the launch of the Banner Computer Readership Survey 1994; this year’s survey has not made any significant changes so that for the first time year on year comparisons can be made. However some improvements in data have been made, noticeably to the type of decision maker; Besides the primary decision makers, there are also other decision makers included; this data is now split into whether these decision makers are in the IT or other departments.
There is also more detailed targeting information available, following trends in the industry itself, for example there are questions on networking, on the update of facilities management, the new breed of telecommuters as well as the usual demographics. This year there is also data on future plans; the type of equipment people are thinking of buying in the future.
In the 1994 survey the Sunday Times comes out as the best read title among decision makers, with an average issue readership of 28.9%, compared to its nearest newspaper rival, the Mail on Sunday, (23.9%). The best read daily is the Financial Times (20.9%)
Amongst specialist titles, the best read is Computer Weekly from Reed Business Publishing with 26.5% In second place is Computing, from VNU. The best read specialist monthly is Personal Computer Magazine from VNU, with 17.1%
The best read general business magazine is Management Today, with an average issue readership of 10.5%; this is ahead of The Economist.
Overall, this year’s results, the seventh Banner Computer Readership Survey, show that readership trends for national press are static. Specialist title readership, however, is on the whole on the way up.
For further information call Joanna Bryant, Research Director at Banner & Co: 071 351 4488
