LANCE CLATWORTHY takes a look at how news media provides mass access for fashion advertisers, while gender skews and high incomes make readers of some newspaper sections especially attractive.
News media is read by 15.7m Australians who buy fashion clothing and footwear – that’s 90 per cent of those in the market. With such a high readership, news media gives advertisers the opportunity to engage their target en mass. However, emma data shows us that some newspaper sections allow more focused targeting, especially for men buying men’s clothing. The male-skewed Technology and Education sections are read by men who spend significantly more than the average on clothes, while with a similar male skew, the Motoring section also provides a strong advertising opportunity.
When targeting women, there are three sections that stand out as female-skewed. Each of them offers opportunities for aligned context – Women’s fashion advertising sits well with content in the Food & Wine sections, Social & Gossip and Health. Advertisers can leverage relevant section content.
There are 7.5m men who read news media and buy fashion wear.*1
The graph below illustrates the news media channels which best deliver a high incidence of men spending big on men’s clothing and footwear. The Technology section of the newspaper heads the list – Compared to the population aged 14+, readers of this section are 79 per cent more likely to be in the top 20 per cent of spenders on men’s fashion.
Let’s take a look at how this high indexing comes about. Well, from a total readership of 905k, a very high 73 per cent are men – this gender skew is the first characteristic that delivers the big spending male reader to the advertiser. And these readers have an average household income of $125k pa compared to the average of $98k pa for all men. So they have money available and that’s then reflected in their spend – For male readers of the Technology section, the last time they went shopping for men’s clothing they spent an average of $126 compared to an average of only $105 for all men who went shopping for men’s clothes.
And we can see a whole host of efficient channels for targeting men who are in the top 20 per cent of spenders on men’s clothing. Those reading the Education section (+61% more likely) and those reading the Motoring section (+33% more likely) are further examples.
The above chart also gives an indication that advertisers in this category can benefit from more engaged readers – Men paying for digital news media are 48 per cent more likely to be top spenders on men’s fashion while heavy newspaper readers are 10 per cent more likely.*6
News media reaches 8.2m women who buy clothing/footwear; that’s mass access to 90 per cent of women in the market for fashion.*1
However, as advertisers, both fashion retailers and fashion brand owners can use newspaper sections to more efficiently target women. Of those who bought women’s fashion in the last 12 months, there are 2.5m female readers of the Food & Wine sections of a newspaper – readers of this section are 21 per cent more likely to be women in the top 20 per cent of spenders on women’s clothes. This is an efficiency that is derived from a female skew on readership – 55 per cent of Food & Wine section readers are women. The Social & Gossip section and the Health section of a newspaper offer similar efficiencies primarily due to the female readership skew.
The above chart also gives an indication that advertisers in this category can benefit from more engaged readers – Women who are subscribe to have their newspaper delivered are 11 per cent more likely to be top spenders on women’s fashion.
News media offers fashion advertisers large scale access to their target market while newspaper sections offer opportunities to not only target gender more efficiently but also to better target those who spend big on fashion – especially men who have household incomes significantly higher than average.
Source: emma™ 12 months to Sep 2017. Readership based on last four weeks. Survey conducted by Ipsos MediaCT, people 14+ ; Nielsen DRM Sep 2017, People 14+ only.
*1 Clothing / Footwear\Purchased Last 12 Months\Sport or athletic shoes, Business clothes, Sportswear, Casual shoes, Formal clothes, Business or formal shoes.
*2 Likelihood of being in Top 20% of household spenders on Men’s clothing (Male readers) or Women’s clothing (Female readers) indexed v Aged 14+ =100ix (ABS Household Expenditure Study)
*3 Percentage of section readers who are Male/Female
*4 Average household income pa for Male/Female readers of the respective newspaper sections
*5 Average spend during last visit to a store to buy Men’s clothing (Male readers) or Women’s clothing (Female readers)
*6 Heavy readers read any newspapers at least 30 minutes a day OR read at least 7 issues of any newspaper a week. Indexed against all newspaper readers = 100ix.