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The main readership currencies begin their measurements of the population at the age of 15 - a hangover, it could be argued, from a predominant school leaving age of times gone by. Whatever the reason, this element of measurement policy hides the fact that much print media exposure doesn’t, of course, start at that age. And neither, perhaps, does the ‘reading habit’.
According to the, just released, update on Youth TGI there are close to a million 11-14 year olds who claim to be ‘average issue’ readers of at least one national daily newspaper. Unsurprisingly the penetration increases…
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September 2003 saw the publication of results from the 2001 Home Office Citizenship Survey, a key instrument in the development of government policies related to issues of citizenship. The report was officially launched at the 2003 National Volunteering Convention, in a speech by Fiona Mactaggart, MP, Parliamentary Under-Secretary of State at the Home Office. The published report has a wealth of data outlining what community and citizenship means to the people of England and Wales at the beginning of the twenty-first century.
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Congratulations to Vicki Hardy who has won the Marketors Award given by The Worshipful Company of Marketors for the best MRS Diploma Case Study.
This is a terrific performance by Vicki. She will be presented with the award at the Research Excellence and Effectiveness Awards Dinner on 25th November.
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The essence of business magazines is the fact that they are specifically ‘targeted’ to a niche audience. Marketing that audience often depends on similarly targeted readership research - sometimes a rare commodity given that readerships are relatively small and therefore difficult (and expensive) to quantify precisely.
One survey that has a crack at the problem is BMRB’s Premier TGI which takes as its target universe the population of Britain who are over 20, are classified as social grade A or B and are their households Chief Income Earners or their spouses.
Within that overall definition sit ‘business’ and…
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IT IS hard to escape the exploits of the rich and famous as they enjoy the trappings of their wealth.
Their enviable and highprofile lifestyles, however, are too much for thousands of Britons who have come down with ‘luxury fever’ as they desperately try to emulate the stars.
Many run the risk of running up substantial debts to escape from what they regard as their own deprived lives.
A study has shown that, despite earning good incomes, six out of ten people complain that they cannot afford to buy everything they really need.
Items once…
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Sixty per cent of Britons believe they can not afford to buy everything they really need, according to a study on consumer perceptions.
The study was undertaken by University of Cambridge visiting scholar Clive Hamilton. After conducting a similar study in Australia, Dr Hamilton worked with British Market Research Bureau (BMRB) to measure attitudes to consumption and found items once considered luxuries are now seen as essential. The proportion of ‘suffering rich’ in Britain appears to be even higher than in the USA, widely regarded as the nation most obsessed with money.
Nearly half (46 per cent) of…
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Newspaper readership amongst the young
