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Magazines in newspapers reach out to motivated audience of 3.9m

Always colourful, sometimes glossy, the magazines we discover in our newspapers offer advertisers the chance to brighten our day, writes ADRIAN FERNANDES

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Infographic_NIMS_DIGITALReaders love the magazines that are nestled inside their newspapers. Their popularity with advertisers and readers alike stems from the editorial focus and the high production values of full colour and high-grade paper.

Across the spectrum of newspaper media, so-called “newspaper inserted magazines” (known as NIMs for short) cater to all tastes – health and wellbeing, lifestyle, cars, careers and so much more. In the real estate business, the agents love to refer to property sections as “property porn”. Check-out how well that works!

In the past week, another magazine has been launched by a newspaper. The Australian has brought to market “Life”.

Life, which launched in late February, covers a broad range of readers’ interests: food and wine, property, home and design, motoring, health and wellbeing, fashion, personal technology, and travel. It has daily updates in digital and in print every day, and features as a full colour lift-out in The Weekend Australian.

It is another example of publishers continuing to innovate and create new journalism based on lifestyle that will entice advertisers across a spectrum of commercial sectors.

Hard-to-Reach Audience

Each month, 3.9 million Australians read a magazine they have found in their newspaper. This audience is an exclusive, educated and affluent section of society, with 28 percent profiling in the social grade-A category.

Their average income is $94,000, $14,500 more than the national average, and they are 23 percent more likely to have a tertiary education than the general population.

Advertisers are attracted to this editorial format and print environment not just by its production values and focus, but also by the fact readers tend to be in a relaxed mindset when they read. Research focused on reader engagement supports this observation.

Motivated Readers

One measurement of engagement is motivation. Knowing why readers give their time to a magazine offers comfort to marketers and their agencies when deciding to invest marketing funds in advertising. What was a reader’s motivation behind reading the publication – for inspiration, work or study, or just for time out?

Understanding the connection readers have with this type of publication provides guidance to brand marketers with confidence that they are placing their investment in the right environment. What did the reader get or experience from the act of reading? Was it to discover different points of view, to relax and unwind or was it read with a sense of anticipation?

The Australian Financial Review’s AFR magazine scores exceptionally high in terms of educating their audience, according to emma engagement numbers. Readers are 34 percent more likely to say they read the magazine to stay informed. This audience, eager to learn from this publication, is an obvious destination for a financial services company, for example.

The Sunday Magazine, owned by News Corp Australia, has readers who say they like to read to “escape” (25%) – an ideal media selection for those in the travel and lifestyle sectors.

Open Connection

Readers of Good Weekend in Victoria are 7 percent more likely to read a magazine from a newspaper to be entertained –the right environment for leisure and fashion brands.

Readers of the Victorian edition of The Sunday Magazine (News) are 21 percent more likely to feel rewarded after reading the magazine – a great mindset for brands to link to with promotional advertising.

Strong call to action

The emma engagement metric also gives insights into the range of actions the audience takes after reading.

Depending on the magazine, readers will share information with friends or family, share on a social media site, look for more information online or in-store, or make a purchase.

Readers of Qweekend (News) are 13% more likely to share content they’ve seen in the magazine with friends and family – great word of mouth for advertisers.

Advertisers in Good Weekend Victoria (Fairfax) will be happy to see readers are 29 percent more likely to consider goods and services they see advertised in the publication.

In NSW, readers of Sunday Magazine (News) are 27 percent more likely to go in-store to seek out goods or services they have seen advertised.


Magazines inside newspapers reach to an affluent audience. Advertisers can now use emma’s engagement metric to identify the publication that best suits their needs.

*The emma Engagement metric enables advertisers and media agencies to better understand the strengths of 189 publications across five key variables. It uses an ‘Engagement Quotient’ (EQ) to demonstrate how engaged readers are with print publications. For more information, please go to http://emma.com.au/keeping-pace-with-change/innovation/engagement-2/


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