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Surprise! In-flight magazines pack a big business punch

October 10, 2013 Aviation, Headline News No Comments Email Email

egtmedia59Occasionally, a survey produces a really surprising, counter-intuitive result. This has just happened, with the release of a finding that Australians who own or run a business are more likely to read the inflight magazine from Qantas or Virgin than any general business or finance magazine.

In an age when many people seem preoccupied with computers or inflight entertainment on their plane trips, the finding that inflight magazines receive the highest readership among business decision-makers is pretty startling. It has emerged from the Roy Morgan Business Media Survey to June 2013.

Survey findings include: Sidebar LBH 250x250

  • The monthly Qantas magazine, The Australian Way, reaches 19% of decision-makers at medium and large Businesses (20 or more employees) and 10% of those at micro and small businesses (fewer than 20 employees). 
  • Virgin Australia’s Voyeur magazine is read by 11% of decision-makers at medium and large businesses and 6% of those at micro and small businesses. 
  • Just as many decision-makers at either sized business read Jetstar Magazine as Smart Investor. 

Excluding inflight publications, Money Magazine is the most widely read magazine among business decision-makers (9% medium and large, 6% micro and small).

BRW is twice as popular among bosses at medium and large businesses (6%) as micro and small (3%).

Commenting on the findings, Roy Morgan Research’s director of business research,

Nigel Smith, points out that business decision-makers are more likely to travel by air than the general population, so it’s not surprising they are more likely to read inflight magazines.

“However not all industries – and not all types of business decision makers – are the same,” he says.

“For example, business finance decision-makers are less likely to travel by air in any three month period than are marketing and advertising decision-makers. Our survey of business decision-makers allows for more sophisticated segmentation, so marketers may reach any given type of decision maker at any given size or type of business according to their specific readership preferences.”

The findings derive from the Roy Morgan Business Survey, which the company promotes as the most comprehensive B2B research in Australia. The Roy Morgan Business Survey conducts approximately 30,000 interviews each year with business and its research covers business confidence, telecommunications, banking and finance and business media use.

Users can drill down and analyse by number of employees, annual turnover, head office and operating locations, sources of revenue and financial performance and expectations.

In addition, business decision-makers are asked about their readership of various publications, as well as their sources of information for their business.

Edited by : Peter Needham

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