Home » Research Articles » Copping it C-sweet

Copping it C-sweet

Business sections pay dividends for advertisers chasing wealthy investors and C-suite executives, writes ADRIAN FERNANDES


Newspaper readers are more likely to adopt the following finance products in 2015 than non-readers:

  • Annuity – +66%
  • Equity credit line for investment property – +51%
  • Loans for share investment – +43%
  • Self-managed super – +35%

Size of the Prize

Business leaders and wealthy investors are time poor and often guarded by gate-keeping executive assistants, yet the challenge of reaching them has its prize. They are cash-rich consumers interested in fiscal services that extend their own wealth, as well as luxury goods that meet lifestyle expectations.

Newspaper media, through its business and finance sections, offer brands a direct route to Australia’s business elite and wealthy investors, and many more financially savvy consumers too.

The business elite

Some 56 per cent of CEOs and 41 percent of business owners are regular readers of these sections. They are likely to hold budgets of up to $500,000 more than their non-newspaper reading counterparts.

An average of six million readers a month access business journalism to stay up-to-date. Most prefer to read the printed newspaper, which has an average of 4 million readers per month. Those who access the content on mobile devices is growing quickly and currently stands at a monthly readership of 2.9 million readers. (There is duplicated readership.)

Invested in newspapers

Personal investors are a popular target market for many financial service providers. They might own a range of financial products including shares in listed companies, managed funds, debentures and bonds. The fluctuating fortunes of these assets means this group – around 4 million in number according to emma – use newspaper media to keep regular tabs on the financial markets.

A wealthy audience

Luxury brands target high-earning senior executives and wealthy personal investors for obvious reason – their spending power. According to emma, business and finance section readers earn an average $25,000 more than the average full-time worker.

They are heavy spenders across a number categories. For example, they

  • Are 20 per cent more likely to fly business class than non-readers
  • Will spend $33,000 on their next vehicle ($4000 more than average)
  • Spend 10 per cent more on their mobile phone bill each year than non-readers

emma data also provides an insight into the financial products that will be most popular among business and finance section readers in 2015. Here are the top products that section readers are more likely to buy than the general public:

  • Annuity (66% more likely)
  • Equity credit line for investment property (+51%)
  • Loans for share investment (+43%)
  • Self-managed super (+35%)
  • Landlord insurance (+31%)

Financial service companies, luxury brands and business-to-business advertisers can reach this lucrative audience by engaging with business and finance journalism.

Related downloads

Reader Interactions