Back To Listing

Bold cover choice pays off for the Australian Women’s Weekly

Source: Roy Morgan Research Issue Readership

With burns survivor Turia Pitt on its cover, the Australian Women’s Weekly has scored its most-read issue so far this year, reaching 2.2 million Australians.

In an industry where even supermodels are airbrushed, many media commentators praised editor-in-chief Helen McCabe’s risky decision to feature Turia on the July cover—but the question remained: would the gamble pay off?

The results are now in, and the answer is a resounding yes.  

2,204,000 readers:

Source: Roy Morgan Research Issue Readership

Roy Morgan’s Readership survey shows that more Australians read the July issue featuring Turia Pitt than any other Australian Women’s Weekly so far this year.

The extraordinary edition even out-performed more traditionally effective recent cover subjects including Prince George, the Duchess of Cambridge, Princess Mary and Nicole Kidman.

The magazine industry comes together this Friday at the Australian Magazine Awards to celebrate the best of the best. This Roy Morgan Issue Readership result is a timely example of a bold editorial decision striking a chord with readers.

Roy Morgan Research will announce the September 2014 Readership currency figures on November 6th.

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

“This is clearly a cover that stands apart from the norm, and there has been much industry speculation about whether this particular issue would succeed. Our latest issue readership results show that it has.

“Editor-in-chief Helen McCabe’s decision to feature Turia Pitt on The Women’s Weekly has been backed by Australian readers.

“As the industry gathers to celebrate the magazine awards this coming Friday, Roy Morgan celebrates and applauds such bold decisions made by the best of the best.”

For more information please contact:
Jane Purves, Account Director - Media
Office: +61 (02) 9021 9130

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


25% or 75%

10% or 90%

5% or 95%