12.02.02
New
research shows eve readers are in the driving seat
eve
readers enjoy each issue for an average of nearly two hours and
many are new or returning to women's magazines, according to research
conducted by the magazine. With 45% of readers being the chief income
earner in their household, they are far more likely to make key
decisions on finance and which model of car their family buys.
The
results, which are consistent with the previous year's findings,
also confirm that eve is attracting intelligent and affluent women
back into the magazine marketplace, and has succeeded in reaching
its target audience. According to the survey, readers are 87% ABC1,
with a high terminal education age and above average household income.
Sixteen percent had given up buying women's magazines (while 4%
had never previously bought them).
The
title has carved out its own niche within a very competitive marketplace
and readers appear to be loyal. Average reading time is 116 minutes,
more than twice that of other women's monthlies, and 30% have been
reading the magazine for ten months or more according to the reader
survey. The magazine has helped to influence their decisions, with
46% having bought a beauty product as a result of reading eve and
44% trying out an idea.
"It
is no accident that eve has significantly increased its market share
of advertising over the last year, says Publisher Jo Morrell. "Advertisers
know that eve readers have buying power and influence." Nearly
half (48%) purchased their household's most recent car, with 52%
of eve readers making the decision on the model.
eve
readers also have a global outlook, with more taking two or more
holidays in the last 12 months than readers of other magazines in
the sector, more saying that they try to keep up with technology,
more agreeing that internet shopping makes life easier and more
prepared to pay for products that make life easier.
Notes
to Editors
eve surveyed readers of its November issue. From the total response,
2,000 replies were randomly selected and formed the basis of these
results. Where appropriate the findings have been compared to industry
data such as QRS and TGI.
Βι¶ΉΤΌΕΔ
Magazines - a division of Βι¶ΉΤΌΕΔ Worldwide Ltd, the main commercial
arm of the Βι¶ΉΤΌΕΔ - is the UK's third largest consumer magazine publisher
by readership and revenue, with a portfolio of over 30 regular titles
for adults, teenagers and children. eve was launched in August 2000.
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