Research Shows City AM Cornering Wealthy Readers
Business freesheet City AM is claiming to have cornered an exclusive core readership with the release of its first readership survey, claiming that 71% of its readers in the City do not read any other quality daily.
The findings, which come as a result of the paper’s first online readership study, show 71% of City AM readers questioned claiming to never read The Times, Telegraph, Guardian or Independent, while 80% claim never to read the FT.
The survey of 1038 readers in an online panel, intended to gain insight into the wealth, purchasing and lifestyle habits of City AM’s readers, showed those choosing the newspaper as being the highest earning, and most fiscally aware in the country.
According to the research, City AM readers have an average basic salary of £68,000, and know how to spend it, with around 20% looking to buy a new car in the next six months. Almost 60% of those questioned took more than three holidays last year, compared to the national average of 8%, while 20% own a second home. More than 25% of City AM readers are also looking to change jobs in the next six months, after receiving generous bonuses.
Jens Torpe, CEO of City AM welcomed the findings, stating: “This confirms our pre-launch research for why City AM should be on many advertising schedules.
“Conventional quality and business newspapers do not reach many high-spending professional people working in London’s business areas – we do. Our online panel shows that we are finding a high-spending audience and we can deliver them cost-effectively for advertisers.”
The findings showed the newspaper being actively absorbed by readers, with more than two thirds of respondents (68%) finding time to read the paper before starting work each day.
The latest results follow a study by research firm NOP, showing 16% of London’s population reading the newspaper, compared to 12% who read the FT (see City AM Claims More Readers Than FT). The research gives City AM a readership reaching 98,000, almost half the working population of London’s core business centres in one week.
City AM: 020 7015 1200 www.cityam.co.uk