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Fairfax Media Launches Major Magazine Study

17 Mar 2011

Fairfax Media has launched the findings of a major study into the unique qualities of Fairfax Magazines.

Called Defining Values, the study was conducted to provide advertisers with a detailed understanding of the role Fairfax Magazines play in a rapidly evolving media landscape.

Combining in-depth qualitative and robust quantitative phases*, Defining Values examined the relationship readers have with Fairfax's newspaper inserted magazines (NIMs) - Good Weekend, Sunday Life, the(sydney)magazine and theage(melbourne)magazine - compared with other magazines.

The research identified three qualities that Fairfax Magazines' NIMs share with newsstand magazines, and a further three core values unique to the Fairfax titles.

The three shared values are tangibility, enduring value and production values. The three unique values are challenging, authenticity and exclusivity.

Fairfax Magazines Chief Executive and Publisher, Lisa Hudson, said: "As part of our ongoing commitment to our magazine brands, we are always looking for ways to provide advertisers with greater insights into our titles.

"Defining Values is a landmark study that gives advertisers compelling reasons to plan their investment with Fairfax Magazines," Hudson said.

Fairfax Media Director of Trade Marketing & Insights, Elizabeth Ross, said that Fairfax Magazines continue to play a unique and important role in the lives of readers.

"This research gives advertisers insights beyond the traditional measures of magazine readership, and clearly differentiates Fairfax Magazines." Ross said.

"Defining Values shows how our titles provide advertisers with the key benefits of magazines as well as uniquely valuable qualities."


Ross added that the research showed that Fairfax Magazines deliver advertisers a unique opportunity to engage consumers, including the ability to challenge existing viewpoints through thought-provoking and credible editorial.

"Fairfax Magazines also provide authenticity in a content-saturated environment and a way for advertisers to speak exclusively to a hard-to-reach audience", she said.

Defining Value: methodology:

• Defining Values was conducted independently by Stancombe Research & Planning

• The research was conducted in two waves in the second half of 2010

• The first wave was in-depth qualitative research with readers of Fairfax Magazines

• The second wave was a quantitative sample of 800 readers across Fairfax Magazines and newsstand magazines




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