To be a favorite magazine included in the BIGresearch data, at least 0.3% of the population 12+ had to select it. And to be included in the RBR analysis, each radio program type had to have been selected by at least 1.5% of the 18+ population. Many magazines score less than that, noted the report, and many survey respondents had no particular preference. In all, over half of respondents ended up in the Other or No Preference categories. Further, others in the format also likely read the same title, but not first.
Titles most often checked off as a first preference, read by the entire 18+ population of the BIGresearch survey, show up most often on the radio program top pick lists.
Magazine Preference Selected as First Choice by Listeners (Excluding Other and No Preference)
Magazine Selected First
% of Respondents
Better Homes and Gardens
AARP The Magazine
Source: RBR-TVBR, July 2011
Following are the individual radio styles and the percent of respondents selecting that title as first reading preference. The report suggests that this analysis provides one more prism through which radio stations can view their audience.
This group is mostly notable for the titles it wants little or nothing to do with. Among the top 12, it pretty much avoids Readers Digest, Good Housekeeping, and AARP The Magazine, scoring an almost invisible 0.2.
Overall Percent of Responses and Magazine
Some of these selections are typical of noncommercial formats, others are typical of urban formats. Newsweek missed with a 1.4.
This group shows its intellectual muscles, putting Time ahead of People as one clue. Although they didn't score high enough (1.5%) to make this list, this group gave the New Yorker a 1.3, The Economist a 1.2 and Smithsonian a 1.1.
Three domestic titles make the list, and Family Circle was under the radar at 1.2, which nevertheless is double the 0.6 the magazine gets for all 18+.
Nine titles fell into the 1.0-1.4 range. Notably among them is Playboy, which gets 1.2 from this format for its highest score.
The tastes of the radio news crowd are all over the map, says the report.
A completely unsurprising dominance of urban-flavored reading material is favored by this group. If you were thinking this crowd is older - well, maybe they are, but AARP only pulled an 0.5. Glamour was a little under the radar at 1.1.
Sports Illustrated and ultra-strong showing from ESPN The Magazine tells most of what you need to know about this format audience. Note the presence of Men's Health in the reading lineup, and further note that Golf pulled a 1.0.
Only five mags topped 1.5, but 14 fell between 1.0 and 1.4.
Top 40-Pop radio
Entertainment is most definitely the name of the game for this group. News titles are for the most part missing except for a poor performance from Time.
There are additional genres in the complete report, and the report concludes by noting that knowing the consumer habits is the key to increasing radio's audience level and also building loyalty.
For additional information, please visit here.