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In vino fertilisation: wine magazines mature nicely with a robust and full-bodied readership

Source: Roy Morgan Single Source (Australia), April 2010 – March 2014 rolling quarters;
Average annual sample = 51,443 Australians 14+

Australia is fast becoming a land of oenophiles as readership of wine magazines grows for the third consecutive year, the March figures from Roy Morgan Research show.

Gourmet Traveller Wine leads with 126,000 readers (up 31% since March 2011), just ahead of Selector with 102,000 readers (up 55%).

Over the last three years, readership of Gourmet Traveller Wine has averaged an additional 10,000 readers per year, while Selector has ripened with an average increase of 12,000.

Readership Trends of Gourmet Traveller Wine and Selector

Source: Roy Morgan Single Source (Australia), April 2010 – March 2014 rolling quarters; average annual sample = 51,443 Australians 14+

Despite a clear thematic similarity, the audience for each magazine is largely exclusive, with very few people reading both. And although readers of either are around twice as likely as the average Australian to be in the AB socioeconomic quintile and earning over $80Kpa, there are nevertheless some distinct differences in the composition of their audiences:

  • Almost two-thirds of Gourmet Traveller Wine readers are men, while Selector’s audience is evenly split by gender.
  • Selector has a higher readership among Gen X than Gourmet Traveller Wine, but both Gen Y and Baby Boomers prefer the latter.
  • Readers of Gourmet Traveller Wine are more likely than those of Selector to have held a dinner party or gone to see live entertainment such as theatre or a concert in the last three months.
  • Readers of Selector are more likely than those of Gourmet Traveller Wine to be early adopters of new hotels or resorts and new brands available in the supermarket. 
  • Nationally, fewer than half of Australians 18+ drink wine, including sparkling, in an average four weeks, compared with 85% of Gourmet Traveller Wine readers and 74% of Selector readers. Both sets of readers are also much more likely to drink most other types of alcohol—including beer.
  • Selector readers have a distinct penchant for brandy, muscat, sherry and other fortified wines, with consumption rates around five to 10 times the national average.
  • Gourmet Traveller Wine readers are most likely Technology Early Adopters, while Selector’s are most likely Professional Technology Mainstream.
  • Both sets of readers are much more likely than the average Australian to conduct internet activities including reading magazines online, searching for entertainment and restaurants, and streaming TV and music.  

Tim Martin, General Manager - Media, Roy Morgan Research, says:

“It’s always interesting to see two competing publications both increase their overall readership by attracting subtly different types of people.

“With only a tiny duplication in readership between the two magazines, Australian wine aficionados are clearly making a choice between the two magazines, and publishers and advertisers will need to keep a close eye on how audiences coalesce in either camp.

“Roy Morgan Research’s Single Source data is the preferred multi-media audience measurement currency used by the majority of Australian media strategy, planning and buying agencies, telecommunications, financial services and automotive brands.”

For comments or more information please contact:

Tim Martin, General Manager – Media
Telephone: +61 (3) 9224 5116
Tim.Martin@roymorgan.com.au

Please click on this link to the Roy Morgan Online Store

Related Research

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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