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The launch of the new Take 5 Bumper Monthly magazine has Take 5 readership over 1 million for first time

Source: Roy Morgan Single Source (Australia), June – September 2018 (n=17,084).
The launch of the new Take 5 Bumper Monthly magazine early in 2018 has proven a winner with over 1 million Australians now reading either the traditional Take 5 weekly magazine or the new Take 5 Bumper Monthly magazine according to new research from Roy Morgan collected in the four months to September 2018.

The Take 5 Bumper Monthly magazine has captured a huge market with 736,000 Australians reading the monthly magazine according to the latest research conducted in the four months to September 2018.

Readership of the traditional Take 5 weekly magazine was 520,000 in the four months to September 2018* and a total of 1,016,000 Australians read either the Take 5 weekly or Take 5 Bumper Monthly magazine in the four months to September 2018.

The substantial increase in overall readership of Take 5 magazines has been driven by the fact the monthly magazine has attracted a new audience of readers. In the four months to September 2018 only 242,000 Australians read both Take 5 magazines with the majority of readers of the new Take 5 Bumper Monthly magazine not being existing readers of the weekly Take 5 magazine.

The latest Roy Morgan magazine readership results for the 12 months to September 2018 will be released to the public on Thursday November 8.


Readership of Take 5 Bumper Monthly & Take 5 Weekly magazines – 4 months to September 2018

Source: Roy Morgan Single Source (Australia), June – September 2018 (n=17,084).

*The Take 5 weekly magazine readership estimate has been used for comparison purposes.


Take 5 strong in regional Australia and Take 5 Bumper Monthly increases magazine’s appeal to men

Readership of Take 5 magazines has traditionally been strongest in rural and regional Australia and the new Take 5 Bumper Monthly magazine has reinforced that result. Over half of the new Take 5 Bumper Monthly’s readership is based in Country Areas of Australia (54%) compared to 46% based in Capital Cities. This is slightly higher than the existing breakdown for Take 5 Weekly magazines with 51.9% based in Country Areas and 48.1% based in Capital Cities.

A positive outcome from the launch of Take 5 Bumper Monthly magazine is that the new magazine has attracted a far higher male readership. Over a quarter of Take 5 Bumper Monthly magazine’s readership are men (28.8%) compared to only 19.4% of Take 5 Weekly magazine’s readership being men.

In terms of numbers of readers male readership of Take 5 Bumper Monthly is more than double male readership of Take 5 Weekly. Female readership of Take 5 Bumper Monthly is also significantly higher than Take 5 Weekly.

Readership of Take 5 Bumper Monthly & Take 5 Weekly magazines by Gender & Region

Source: Roy Morgan Single Source (Australia), October 2017 – September 2018 (n=50,377).


Michele Levine, CEO, Roy Morgan, says Bauer Media’s decision to launch a monthly edition of Take 5 has paid off with readership of the title soaring as the more lifestyle focused monthly magazine has attracted a significant new audience:

“The early signs are good for Bauer Media’s decision to launch a monthly version of the popular Take 5 magazine earlier this year in April 2018. New research from Roy Morgan shows average issue readership of the new Take 5 Bumper Monthly magazine has exceeded 700,000 in the four months to September 2018 and boosted overall readership of Take 5 magazines beyond 1 million.

“The initial success of Take 5 Bumper Monthly is built on attracting a new audience to the title with fewer than half of the readers of Take 5 Weekly also reading the new Take 5 Bumper Monthly magazine. This relatively small degree of cross-over explains the huge impact the new magazine has had in growing the overall audience of Take 5 to over 1 million.

“Another positive for Take 5 Bumper Monthly is the increased share of male readership for the new monthly version. Over a quarter of Take 5 Bumper Monthly readers (28.8%) are male compared to under a fifth of readers (19.4%) of Take 5 Weekly being men.

“The positive impact the Take 5 Bumper Monthly has had so far shows that the ability to leverage a well-known title to launch a magazine with similar content and an existing audience can not only appeal to these traditional readers of a magazine but also attract a new readership willing to give an old favourite another look.

“The key for Bauer Media is to build on the successful launch of Take 5 Bumper Monthly to ‘lock-in’ those who have given the magazine a chance and use the two Take 5 magazines – both Take 5 Bumper Monthly and Take 5 Weekly – to strengthen the readership of both magazines going forward.”

For comments or more information please contact:
Roy Morgan - Enquiries
Office: (+61) (03) 9224 5309
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About Roy Morgan

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

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