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Where to for Womenswear? Finding the real value of magazines by Audience Dollar Value*

Source: Roy Morgan Single Source (Australia), July 2013 – June 2014. Sample = 48,947 Australians 14+

Converting readership currency into actual currency, the new Audience Dollar Value* (ADV) metric from Roy Morgan Research announced on Monday August 11 reveals which magazines are exceeding their reach when viewed in terms of the amount their readers spend on Women’s Clothing.  

Australia’s six most-read magazines in the year to June 2014 remain the six magazines with the highest Women’s Clothing ADV*. The 2,917,000 readers of Coles Magazine together spend $35million on women’s clothing in an average week—over 20% of the nation’s entire weekly women’s clothing expenditure.

The second most-read magazine Fresh drops to fourth when ranked by its ADV of $24.1m, behind Women’s Weekly (ADV $26.3m) and Woman’s Day (ADV $24.9m). Better Homes and Gardens drops from third to fifth with an ADV of $21.3m a week in the womenswear market, while New Idea maintains sixth spot with an ADV of $18.1m.    

Seven magazines not among the Top 20 most-read are nevertheless among the Top 20 Magazines by Women’s Clothing ADV: Marie Claire (7th with an ADV of $8.7million), Delicious (12th; ADV $6.8m), Cosmopolitan (14th; ADV $6.7m), Who (15th; ADV $6.3m), Women’s Health (16th; ADV $6.3m), Donna Hay (17th; ADV $6.1m), OK (18th; ADV $6.0m) and Frankie (20th; ADV $5.9m).

Top 20 Magazines by Readership and Women’s Clothing Audience Dollar Value*

Source: Roy Morgan Single Source (Australia), July 2013 – June 2014. Sample = 48,947 Australians 14+

* Audience Dollar Value (ADV) is the new media currency metric developed using Roy Morgan Research Single Source. 

Michele Levine, CEO - Roy Morgan Research, says:

“Australians spend over $160 million a week on women’s clothing. Our new Audience Dollar Value* metric—of which women’s clothing is but one of product categories already available—gives magazines (and advertisers) a clear, unambiguous means of assessing the real-world worth of publications.

“In a world where everyone seems to be focussed on ‘niche’ and ‘one-to-one’ communications, this new metric reminds us of the power of market share and reach.

“Proving the importance of reach, magazines with high readership numbers will often maintain a high ADV and be able to demonstrate to advertisers their enormous value in terms of the total expenditure of their readership.

“A magazine’s different Audience Dollar Values across the range of consumer categories will clearly be of great interest to agencies and advertisers looking to use unambiguous and practical metrics to compare apples and apples when deciding where best to place their campaigns.”

For comments or more information please contact:

Michele Levine, CEO – Roy Morgan Research
Telephone: +61 (3) 9224 5215
Michele.Levine@roymorgan.com.au

Please click on this link to the Roy Morgan Online Store

About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate

 

40%-60%

25% or 75%

10% or 90%

5% or 95%

5,000

±1.4

±1.2

±0.8

±0.6

7,500

±1.1

±1.0

±0.7

±0.5

10,000

±1.0

±0.9

±0.6

±0.4

20,000

±0.7

±0.6

±0.4

±0.3

50,000

±0.4

±0.4

±0.3

±0.2