<Small business media consumption in Australia/Victoria.
A study by The Network of Business Journals found that small business
owners spend on average 36 hours per week consuming media – reading,
watching television and using the internet. The study also shows that
business owners are a diverse group with very different
characteristics. http://www.networkcitybiz.com/presskit/pr_03.htm On a
weekly basis business owners will read five magazines and seven
newspapers.
The Australian Bureau of Statistics has detailed surveys of business
owners in Australia. Characteristics of small business owners.
http://www.abs.gov.au/ausstats/abs%40.nsf/e8ae5488b598839cca25682000131612/e49e3b4dc3595c92ca2568a900139377!OpenDocument#CHAPTER%202
http://www.abs.gov.au/ausstats/abs@.nsf/5f1e01afb32859f9ca25697500217f48/3d34eb400b78894bca2568a900136279!OpenDocument
http://www.abs.gov.au/ausstats/abs@.nsf/Lookup/5029CAAC4CA419C7CA256B800081A3B4
Unifem gives information about women business owners in Australia.
http://www.unifem-eseasia.org/Gendiss/downloads/UNIFEMSheet4.pdf
According to a Morgan readership survey, 86 percent of people in the
Melbourne area read a newspaper. In addition business owners tend to
be heavy newspaper readers.
http://216.239.51.100/search?q=cache:TgYI35Pdj3UC:www.coremarketing.com.au/archive/media_features/media_features_dec00.asp+morgan+readership+survey+melbourne+86+newspaper&hl=en&ie=UTF-8
In Australia there are over 3000 magazines. In excess of 88 per cent
of Australians aged over 14 regularly read magazines. Readership
levels are higher in the younger, more affluent demographic segments.
Business magazines account for 6 per cent of sales.
http://www.business.vu.edu.au/bho2250/Mags/magsalpha.htm#About%20Magazine%20Advertising
Top 100 Magazine Circulation
http://www.magazines.org.au/files/pdf/Top100CircJulyDec02xls.pdf
Further Reading
Australian Magazine Handbook
http://www.magazines.org.au/driver.asp?page=more+about+magazines/magazine+handbook
Top Australian magazines overall and broken down into business/current
affairs market.
The top magazines in the business/current affairs market are Bulletin,
Time, BRW, Personal Investor, Money Magazine, and Shares.
http://www.acp.com.au/research/circulationreadership/January%20-%20December%202002%20Readership%20Presentation.pdf
http://www.acp.com.au/research/circulationreadership/July%20-%20December%202002%20Audit%20Circulation%20Figures.pdf
There are also a number of magazines specifically aimed at small
business owners including Export, BRW, My Business, Dynamic Small
Business, Her Business Magazine, and Better Business Magazine.
A survey of Australian business owners carried out by Small Business
Research, found that 69 percent of small businesses had an internet
connection. The trend is for this number to increase. Businesses are
using the internet for electronic banking (57%), to pay for goods and
services (23%), and to place orders (21%).
http://www.smallbusinessresearch.com.au/survey/june2001.html
A study by BuddeComm shows that there is a strong shift towards
internet advertising.
http://www.budde.com.au/Static/PressReleases/ESpaytv.html
Attracting a television audience of small business owners has proved
difficult for some television broadcasters. Shows aimed directly at
this market like Business Breakfast have poor viewing numbers compared
to other shows. The long running Small Business Show was also
cancelled last year. The problem with targeting this audience appears
to be the timing of the program. Shows that have proved more
successful are the Small Business Sunday and Business Sunday which are
both shown on a Sunday morning.
Advertising on television is mostly by big companies. The cost of
commercial production and prime time slots is too expensive for small
business owners.
Oztam produces television viewing figures for Australia.
Top 20 ranked television shows
http://www.oztam.com.au/downloads/pdfs/latest/Top20_RankedShows2002.pdf
Melbourne ratings
http://www.business.vu.edu.au/bho2250/Stats/TV_Stats.htm
Magazines
Top 100 Magazine Circulation
http://www.magazines.org.au/files/pdf/Top100CircJulyDec02xls.pdf
Top Australian magazines overall and broken down into business/current
affairs market.
The top magazines in the business/current affairs market are Bulletin,
Time, BRW, Personal Investor, Money Magazine, and Shares.
http://www.acp.com.au/research/circulationreadership/January%20-%20December%202002%20Readership%20Presentation.pdf
http://www.acp.com.au/research/circulationreadership/July%20-%20December%202002%20Audit%20Circulation%20Figures.pdf
In order to give a comparison of advertising rates, I have shown the
price for a full page colour advertisement. Links to the full
advertising details, deadlines and reader profiles are also given.
Contact details can be reached from the links given below.
The Bulletin
$5.50
Readership 289,000
Circulation 69,603
Advertising rates – full page $12,300. For full details of rates go to
the web page below and then click on rates. Deadlines can also be
found from the same page.
http://www.acp.com.au/magazinetitles/Business/Bulletin/
Reader Profile
29.7 percent of readers are business decision makers.
http://www.acp.com.au/research/circulationreadership/The%20Bulletin.pdf
Export
Quarterly
Mailed to members of the Australian Institute of Export. It is also
stitched into My Business Magazine.
Circulation 60,000
http://www.mybusiness.com.au/index.htm
http://www.isubscribe.com.au/title_info.cfm?prodID=4393
http://www.mybusiness.com.au/about-us.htm
http://www.aiex.com.au/nsw/services.html#magazine
BRW
A weekly magazine
Circulation 54, 204
Readership 273,000
A survey of BRW reader found that 61 percent read 7 or more newspapers
and 81 percent read more than 5 magazines per week. 50 percent watched
little or no commercial television and 69 percent listened to little
or no commercial radio. 121,000 use the internet daily.
Reader profile
http://adcentre.fairfax.com.au/pdf/brw/brw_reader_profile_sep02.pdf
Advertising rates
Full page $14,000
Dynamic Small Business Magazine
http://www.dsbmag.com.au/
Circulation 25,170
Readership 90,000
Bi-monthly $6.50
http://www.isubscribe.com.au/title_info.cfm?prodID=406
Advertising rates
Full page colour $4010
http://www.dsbmag.com.au/home/advertising/advertising.html
Advertsing deadlines
http://www.dsbmag.com.au/
DSB’s reader survey shows a preference for a bi-monthly publication.
http://www.dsbmag.com.au/home/advertising/advertising.html
Her Business Magazine
http://www.herbusinessgroup.com/magazine/
Audience – Women in business
Bi-monthly NZ $8.50
Readership 7,000 Circulation 40,000
Advertising rates
Full page colour $2540
http://www.herbusinessgroup.com/magazine/pdf/ad_rates_australia.pdf
Why the magazine appeals to its readers.
http://www.herbusinessgroup.com/magazine/pdf/her_business_magazine.pdf
Reader survey
http://www.herbusinessgroup.com/magazine/pdf/reader_survey_2001.pdf
My Business
Aimed at small to medium sized enterprises.
Circulation 41,000
Monthly Subscription for one year - $47.95
http://www.mybusiness.com.au/subscribe.pdf
http://www.mybusiness.com.au/
http://www.mybusiness.com.au/about-us.htm
Better business magazine
Quarterly
Suscription – 4 issues $35
http://www.bbmagazine.com.au/bb/bbbackground.asp
Circulation 34,190
http://www.bbmagazine.com.au/bb/
Advertising rates
Full page $9350
http://www.bbmagazine.com.au/services/bb_ratecard.pdf
Money
Readership 264,000, circulation 68,944
Price $5.95
30.4 percent of readers are business decision makers.
Reader Profile
http://www.acp.com.au/research/circulationreadership/Money%20Magazine.pdf
Advertising rates and deadlines – full page $9100
http://www.acp.com.au/magazinetitles/Business/money/
Other magazines
4x4 magazine is read by 11,000 business owners.
http://www.acp.com.au/research/circulationreadership/4x4%20Australia.pdf
Newspapers
The Australian Financial Review
Subscription $53 per month.
Monday to Friday Edition, circulation 90,000
Weekend edition, circulation 92,500
http://afr.com/
Reader profile
http://adcentre.fairfax.com.au/pdf/afr/afr_mediakit_0902_part1.pdf
Advertising rates from $50.80 per column in cm
http://adcentre.fairfax.com.au/pdf/afr/afr_mediakit_0902_part2.pdf
The Australian
National daily newspaper.
http://www.theaustralian.news.com.au/
Advertising rates
http://www.newspix.com.au/aus/pdf/rates03.pdf
Reader profile
http://www.theaustralian.news.com.au/sectionindex2/0,5746,About+this+paper^^TEXT,00.html#readers
The Sydney Morning Herald/Spectrum
9 percent of readers are business owners/self employed.
Reader Survey
http://adcentre.fairfax.com.au/pdf/smh/sample_att_report.pdf
The Herald sun
Readers 1,491,000
Circulation 552,000
Price $1.00
http://www.theweeklytimes.news.com.au/
The Sun Herald
http://adcentre.fairfax.com.au/sun/att_metro.htm
The Weekly Times
Melbourne based newspaper.
Circulation 70,000
A yearly subscription costs $73.
http://www.theweeklytimes.news.com.au/
The Age
The Daily Telegraph
1,185,000 readers.
Circulation 409,403
Price $1.00
http://www.theweeklytimes.news.com.au/
Victorian Newspapers.
These local newspapers offer the cheapest advertising.
The Courier (Ballarat)
Circulation 20,846
http://ballarat.yourguide.com.au/about.asp?department_id=1~general
Ballarat
Daily
Subscriptions $1.80 per day
Advertising
http://ballarat.yourguide.com.au/about.asp?department_id=2~advertising
The Bendigo Advertiser
Circulation 14,677
http://bendigo.yourguide.com.au/about.asp
There is a link to advertising information on the home page (however
it wasn’t working when I tried it).
Geelong Adveritser
Circulation 29,063
Published Daily, Monday – Saturday
1 weeks subscription costs $7.05
Advertising rates from $3.75 per line. Full details of advertising
rates can be reached from the home page.
http://www.glgadvertiser.com.au/
Sunraysia Daily – does not appear to have a web site.
Circulation 8163
Shepparton News – does not appear to have a web site.
Circulation10,522
Circulation of popular Australian Newspapers.
http://www.business.vu.edu.au/bho2250/Stats/Circnews_data.htm#Aust-Metropolitan
Online
According to B to B, The most visited business sites are:
Intranets.com http://www.intranets.com/ Provider of an online suite of
integrated applications.
Uclick.com http://www.uclick.com/ Provider of digital content.
TechRepublic sites http://www.techrepublic.com/ IT news and products
eFax.com http://home.efax.com/s/r/eFaxHomepage Electronic fax service.
Learn2.com http://www.tutorials.com/ Multimedia tutorials
RealNetworks.com http://www.realnetworks.com/ Digital media products.
bCentral.com http://www.bcentral.com/default.asp Small business
solutions
Office.com http://www.office.com/about.htm Small business research
database.
Vicinity.com http://home.vicinity.com/us/homepage.htm provides
technology-based solutions that enable businesses to market the local
availability of their products and services.
InPhonic.com http://www.inphonic.com/b2b/index.asp Wireless
communication services.
Top 10 B2B sites
http://www.btobonline.com/cgi-bin/article.pl?id=5739
Most visited business sites
http://www.forbes.com/best/2001/0521/024.html
Local site.
Vicnet is a local Victorian website listing local businesses, events,
news, culture and tourism. It has over 20,000 visitors per month.
State Library of Victoria
328 Swanston Street
Melbourne VIC 3000
Telephone +61 3 8664 7001
Facsimile +61 3 9639 2175
http://www.vicnet.net.au/
Other popular sites
News Interactive
7,537,762 Australian users
http://www.advertising.ni.com.au/
Biz Success
Subscribers 13,329 (5 percent Australian)
http://www.bizsuccess.com/readership.htm
Worldbiz
Has 12,000 subscribers. 28 percent are small business owners. 5
percent are from Australia/New Zealand.
http://www.wordbiz.com/sponsor.html
Site point
41 percent of subscribers are business owners
http://www.nextiva.com/mediakit/sitepoint/
Television
Oztam produces television viewing figures for Australia.
Top 20 ranked television shows
http://www.oztam.com.au/downloads/pdfs/latest/Top20_RankedShows2002.pdf
Melbourne ratings
http://www.business.vu.edu.au/bho2250/Stats/TV_Stats.htm
Business Breakfast – ABC
A new daily business and finance program broadcast at 6.30 am Monday
to Friday. The program is aimed at business executives. Content
includes analytical domestic and international, business and finance
news.
http://www.if.com.au/briefs/2002_04_07_Press.html#75278323
Viewing figures for Sydney are 5000 and the program is ranked 522 out
of 606 viewers.
http://www.themusic.com.au/im_m/archive/2002/020723-316/eliezer.html
The small business show
The small business show which has run since 1994 was cancelled in
2002.
http://www.if.com.au/press/2002_07_28_press.html
Channel nine produces two business programmes
Small Business Sunday
Viewers – 27,000
Broadcast Sunday 7.30 – 8.00am
Business Sunday
Viewers 55,000
Broadcast Sunday 8am – 9pm
The program’s website gets 22, 453 visitors.
http://ninemsn.com.au/mediacentre/sites/BusinessSunday.asp
Advertising on the program’s website costs from $60.
Business Sunday Newsletter – advertising costs from $2,000 per week.
Advertising rate card
http://ninemsn.com.au/mediacentre/rate_card.asp
Channel 9 Television
http://smallbusiness.ninemsn.com.au/smallbusiness/
Business report
The Business Show – SBS
Prime time business magazine program, presented by Richard Ackland and
Narelle Hooper, with reporters Rena Sarumpaet and Peter Martin, and a
satirical take on weekly business events with John Clarke. Friday
7.30pm
http://www.sbs.com.au/business/index.php3?id=127>
<Additional links:>
<Small business survey 2002>
<http://www.dnb.com/pdfs/about/press/SBS_Summary_0402.pdf>
<Small business buying habits>
<http://jacksonville.bizjournals.com/jacksonville/stories/2001/10/29/smallb1.html>
<ACP magazines index>
<http://www.acp.com.au/magazinetitles/article32.asp>
<Australian Magazine Handbook>
<http://www.magazines.org.au/driver.asp?page=more+about+magazines/magazine+handbook>
<Australian broadcasting and pay TV market>
<http://www.budde.com.au/Static/PressReleases/ESpaytv.html>
<Australian internet use.>
<http://business.cisco.com/prod/tree.taf%3Fpublic_view=true&kbns=1&asset_id=57752.html>
<In phonic 4th most visited b2b site>
<http://dc.internet.com/news/article.php/869821>
<A review of sites aimed at small business can be read
at><http://www.zdnet.com/anchordesk/story/story_4160.html>
<http://www.zdnet.com/anchordesk/story/story_4160_2.html>
<Search strategy:>
<"survey of business owners" Australia>
<://www.google.com/search?hl=en&lr=&ie=ISO-8859-1&as_qdr=all&q=%22survey+of+business+owners%22&as_q=australia>
<australia "business owners" demographics>
<://www.google.com/search?hl=en&lr=&ie=ISO-8859-1&as_qdr=all&q=australia+%22business+owners%22&as_q=demographics>
<australia "reader survey" business>
<://www.google.com/search?hl=en&lr=&ie=ISO-8859-1&as_qdr=all&q=australia+++%22reader+survey%22&as_q=business>
<"newspaper readers" "business owners" Australia>
<://www.google.com/search?hl=en&lr=&ie=ISO-8859-1&q=%22newspaper+readers%22+%22business+owners%22++australia>
<"small business owners" media habits>
<://www.google.com/search?q=%22small+business+owners%22+media+habits&hl=en&lr=&ie=ISO-8859-1>
<Hope this helps.> |
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