Groups of 20-35 year old BC1C2D women from London and the Southeast were the interviewees for Gruner & Jahr’s latest survey into the women’s weeklies market. Evaluations in the study included editorial and advertising perceptions and examined the important role between the reader and her magazine.
In the study differences between women’s weeklies were examined, how these differences affect the reader/ magazine relationship and what this means for advertisers.
10 extended group discussions and 10 paired depth interviews of 1 hour made up the survey, with perceptions being the main thread throughout.
Magazines that have been on the newsagents shelf for many years such as Woman and Women’s Own were perceived by the interviewees as established, almost like an institution, but slightly dated. Younger titles like Best and Me got a modern tag, with readers associating them with less ‘homely’ advertising.
Readers were also involved in sensory studies, being told “Imagine you are in a long corridor with doors leading off that corridor into rooms marked with the name of a magazine. Describe each room. What do you see, smell, taste, hear, touch and feel? Best scored highly in the test, touching all the senses and being perceived as active, colourful, quality and controlled.
G&J’s Best came out well in the reader- relationship test also,given the ‘best friend and confidante’ tag with Chat being described as ‘an old friend you don’t see very often’. Bella is perceived in a close, friendly manner, ‘like a friend you meet down the pub’.
From the study G&J concluded that advertising perception tends to mirror the editorial content of a magazine. The close relationship that was apparent throughout the survey between reader and magazine is a very important one in terms of advertising, says the study, advertisers should reap the benefits of such a unique closeness and intimate relationship, unknown with any other medium.
For More Information Contact Sarah Lindsey At Gruner & Jahr Of The UK: 071 245 8700
