AUDIENCE STRUCTURE
AND
READERSHIP PATTERNS
OF
Al Bi’ah Wal Tanmiya
Amongst General Public
PARC
LEBANON MEDIA INDEX
SPRING 2001
TABLE OF CONTENTS
The following analytical report portrays significant insight and relevant information on the audience structure and readership patterns amongst readers of Al Bi'ah Wal Tanmiya (Environment & Development) monthly magazine, in Lebanon.
Since Al Bi'ah Wal Tanmiya is the only specialized monthly magazine in Lebanon to embark upon environmental topics, it has been positioned in the Economy and Business category in this Media Index Survey. Indeed results revealed that it is the most read magazine amongst its current grouping.
This document also provides comprehensive information on the Socio Demographic and economic profile of Al Bi'ah Wal Tanmiya monthly magazine as well as its penetration levels.
The data offered in this document has been extracted from Lebanon Media Index – Spring 2001 conducted by Pan Arab Research Center.
The intrinsic objectives of this survey were to obtain detailed measurements of the audience of various media vehicles in Lebanon.
A sample of 2135 respondents aged (15 years and above) were approached face-to-face using multi stage random probability sampling procedures aimed at producing samples representative of the current structure of the population in Lebanon.
The fieldwork took place over a period of 8 weeks from mid February till mid April 2001.
All methods and procedures used in this survey comply with the ICC / ESOMAR International code of Marketing and Social Research Practice.
B. ANALYSIS OF Al Bi'ah Wal Tanmiya AUDIENCE
1. General Monthly Magazines Readership Patterns
An ample variety of Monthly local as well as Pan Arab Magazines are published and circulated amongst the general public in Lebanon.
Hence,
Base: % of total sample = 2135
The overall average frequency of reading monthly magazines is nearly 4 issues over its 6 months publishing cycle.
2. Focus on Al Bi'ah Wal Tanmiya Readership Patterns
The monthly magazine readership is assessed based on two - time scale, namely:
Following these two measurements
Base: % of monthly magazine readers = 1702
The following table has been drawn to highlight the readership in the past 6 months, 3 months, 2 months, and last month both based on Total Sample and Monthly magazines readers:
Based on Total Sample:
|
Monthly Magazines |
Read past 6 months % |
Reapast3 months % |
Read past 2 months % |
Read last month % |
|
Al Bi'ah Wal Tanmiya |
4 |
3 |
2 |
2 |
|
Base: Total Sample |
2135 |
2135 |
2135 |
2135 |
Based on Monthly magazine readers:
|
Monthly Magazines |
Read past 6 months % |
Read past 3 months % |
Read past 2 months % |
Read last month % |
|
Al Bi'ah Wal Tanmiya |
5 |
4 |
3 |
2 |
|
Base : Monthly Magazines Readers |
1702 |
1702 |
1702 |
1702 |
Of all the monthly magazines of the Economic and Business available in the market, Al Bi’ah Wal Tanmiya occupies a top leading position in this category:
|
Monthly Magazines |
Total Issue Readership ( Readership in the Past 6 months ) % |
|
Al Bi'ah Wal Tanmiya |
5 |
|
Other (2nd) |
3 |
|
Other (3rd)( |
2 |
|
Other (4th) |
2 |
|
Other (5th) |
1 |
|
Base: Monthly Magazines Readers |
1702 |
3. Al Bi'ah Wal Tanmiya Readership Patterns
Loyalty towards a monthly magazine is measured by the number of issues read over a period of six months per audience member. This assessment acts a determinant factor, quantifying the potential opportunities for contact with advertisements in the publication.
Hence, it is noted that the average number of issues read amongst readers of Al Bi’ah Wal Tanmiya is 2.9 issues over its six months publishing cycle.
The following segments of Al Bi'ah Wal Tanmiya readers reveal an above average readership (i.e. above 2.9 issues).
Segments Number of Issues Read over a
period of six months
age brackets 25 - 34
family income (801,000 &
1.500.000 L.L)
position
Readership of Last Issue
Results reveal that (42%) of the title readers read this magazine within the past 30 days.
The following graph portrays the percentages of reading Al Bi'ah Wal Tanmiya last time:
Source of Last Copy Read
As far as the source of acquiring the last copy of Al Bi'ah Wal Tanmiya read last time, it is noted that (58%) of the last issue readers bought it themselves, while (14%) obtained it from other family member. Other (28%) Al Bi’ah Wal Tanmiya readers got it from other sources, mainly subscriptions.
Place of Reading the Last Issue
With respect to the location and place of reading Al Bi'ah Wal Tanmiya, it is illustrated that (72%) of last issue readers skim through this monthly magazine at home, (12%) read at place of work, and the last (16%) look into it at other places.
Number of Reading Sessions
Nearly (80%) of Al Bi'ah Wal Tanmiya last issue readers read their magazine in three sessions or more, followed by (12%) who read it in one session, and (9%) look through it in two sessions only.
4. Al Bi'ah Wal Tanmiya Readership Penetration
To assess the effectiveness of a magazine as an advertising medium, it is essential to have an insight into the reach of this publication.
The subsequent table illustrates the readership penetration of Al Bi'ah Wal Tanmiya monthly magazine amongst the various socio-demographic and economic segments of the Lebanese population.
|
Penetration |
Total Monthly Magazines Readers |
Total Issue Readership |
|
|
Base: Monthly Magazines Readers |
1702 |
% |
5 |
|
Sex Male Female |
832 870 |
% % |
5 5 |
|
Age 15 – 24 years 25 – 34 years 35 – 44 years 45 & over |
518 475 340 369 |
% % % % |
4 6 5 5 |
|
Income Below 800 801- 1500 1501 - 2500 2501 & over |
390 658 392 262 |
% % % % |
3 5 6 6 |
|
Education Up to Elementary Intermediate Secondary University & above |
231 520 540 411 |
% % % % |
1 1 6 11 |
|
Penetration |
Total Monthly Magazines Readers |
Total Issue Readership |
|
|
Base: Monthly Magazine Readers |
1702 |
% |
5 |
|
Occupation Management Employees Self Employed House Wife Student Not Working |
194 450 318 390 248 102 |
% % % % % % |
12 6 3 2 4 3 |
|
Area East Beirut West Beirut Mount Lebanon North South Bekaa |
303 340 267 331 303 158 |
% % % % % % |
3 4 5 8 4 6 |
Al Bi’ah Wal Tanmiya monthly magazine equally penetrates amongst female and male readers, both (5%)
With respect to age, Al Bi’ah Wal Tanmiya seems to consistently attract almost all ages with a higher skew towards young to middle ages (25 – 34 years) at (6%).
Al Bi’ah Wal Tanmiya extensively penetrates amongst readers belonging to upper income brackets (2501 and over) at (6%), as well as those with monthly family income between (1501 an2500 LL) at (6%).
Pertaining to education, Al Bi’ah Wal Tanmiya monthly magazine reaches very high educated sector of readers namely those who have a university and above degree (11%), as well as penetrating readers with secondary level of education at (6%).
Moreover, it is clear that Al Bi’ah Wal Tanmiya highly penetrates amongst managers at (12%) followed by employees at (6%).
Geographically, Al Bi’ah Wal Tanmiya seems to reach all regions in Lebanon with a considerable penetration in North Lebanon (8%) and Bekaa (6%).
5. The Lifestyle Characteristics of Al Bi’ah Wal Tanmiya Readers
In general Al Bi'ah Wal Tanmiya monthly magazine reach readers who enjoy an affluent lifestyle and possess a high purchasing power.
Results clearly reveal that Al Bi'ah Wal Tanmiya readers are users of major up scale appliances such as: Photo cameras (93%), mobile phones (89%), telephone sets (77%), personal computers (48%), compact Disc / CD player (46%), and Microwaves (35%), etc.
Moreover, it is noted that (48) % of Al Bi'ah Wal Tanmiya readers have a personal computer at home where the average of its usage is nearly 4 times per week.
Results also reveal that (53%) of readers who own a computer have an internet subscription at home. Hence, it is noted that the frequency of using this internet regardless of the location of its usage is nearly two days per week (Average = 1.5).
6. Al Bi'yah Wal Tanmiya Readership Profile
It is of great significance and value for analysts, media planners and advertisers to study the profile of Al Bi’ah Wal Tanmiya in order to focus on the composition of its audience in terms of socio economic criteria.
The audience base of Al Bi’ah Wal Tanmiya monthly magazine features certain key characteristics of its readers, thus giving advertisers an insight into the opportunities for reaching a wider audience base.
The readership profile of Al Bi’ah Wal Tanmiya is highlighted in the following graphical presentations :
Almost half of Al Bi’ah Wal Tanmiya readers belong to middle upper and upper income brackets (1501.000 L.L and above)
Al Bi’ah Wal Tanmiya’s profile displays an audience structure comprising predominantly of readers who have a university and above degree (55%), followed by readers with secondary degrees at (39%).
Most of Al Bi’ah Wal Tanmiya readers are managers and employees, followed by students, self-employed people and housewives.
Al Bi’ah Wal Tanmiya enjoys readership in Greater Beirut with (25%), and it has quite high penetration in the North (31%), it has also succeeded in Mount Lebanon and South at (16%) each.
C. APPENDIX
PAN ARAB RESEARCH CENTER W.L.L. a full member of GALLUP International has the technical capabilities and expertise in media audience research and renders these services on a best effort basis.
PARC monitors, surveys, complies, process and analyzes all adequate and legally available information that it deems necessary and proper to provide the media research services. PARC in doing so applies the procedures and method followed in similar industries, and in particular the ICC / ESOMAR International Code of Marketing and Social Research Practice.
The data presented in this analysis was extracted from the PARC Spring Media Index - Lebanon 2001. The interpretation of the data as given in this analysis is done strictly within the context of this survey and based on its findings.
This document has been prepared by PARC upon request from Al Bi'ah Wal Tanmiya magazine who assumes the full responsibility resulting from the circulation and dissemination of the information contained in this document, and shall hold PARC harmless and free from any claims or responsibility that may arise in connection thereof.
The report has been done in good faith, with due respect to all titles covered by the survey without prejudices nor any biases towards any title.
PAN ARAB RESEARCH CENTER
P.O. BOX 55307
SIN EL FIL – BEIRUT
LEBANON