Condé Nast Wins With VIPers

Magazine titles published by Condé Nast have been found to be the most influential to AB consumers, according to the latest round of VIPer research (see VIPer Research To Offer Advertisers Insight Into Rich And Influential). The news is likely to please the publishing house, which is one of the six members of the research project’s commissioning consortium.

Vogue was singled out as the most influential title overall, while GQ was named most influential in the men’s market. The survey found that the sort of affluent, AB individuals that make up the VIPer panel like to read about fashion, and as a consequence, fashion magazines and newspaper supplements- especially the Sunday Times’ Style section- are both influence and inspiration to this group.

Denise Gardiner, director of insight and effectiveness at the Media Planning Group, said: “Fashion is a key priority for VIPers; they both read about fashion and are influenced by magazines and newspapers in their choices of fashion and cosmetic brands.”

The research found that readers of Condé Nast titles are more likely than the readers of any other magazine house to buy premium beauty products. Readers of the Times Newspapers’ (another member of the commissioning consortium) magazine portfolio were found to be more likely than readers of the Telegraph to buy designer cosmetics and fragrances.

VIPer: 020 7393 2400 www.viperresearch.com

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