IPC Release Magazine Research

At a conference this morning IPC Magazines released its research findings covering specialist titles. The surveys covered readership, quality of reading and in-depth reader and attitude data. It was carried out by RSL between July 1995 and January 1996 and consisted of over 18,000 individuals being interviewed regarding 90 specialist magazines in nine sectors: men’s health and style, music, football, rugby, golf, country, equestrian, marine and classic cars.

There has been a growth in specialist magazines in recent years and of last year’s 228 magazine launches over half were specialist titles. The survey shows that 26.5% of GB adults (12 million) are average issue readers of at least one title on the survey. Of these nearly all read more than half of the magazine and nearly all rate their magazine as very or quite good.

In terms of advertising, over 90% of readers read the advertising in the magazine and in the last twelve months two fifths have bought a product they saw advertised in the publication. 60% say that ads are important and 83% think that ads keep readers informed. 50% are also more likely to buy a product they have seen recommended in their magazine.

Other findings show that the average time spent reading an issue is 85 minutes and that each magazine is picked up to read on five separate occasions. Specialist magazine readers are mostly male ABC1s and earn over £3,000 a year more than the GB average. Almost half of specialist magazine readers are light commercial TV viewers.

IPC: 0171 261 6575