AUDIENCE STRUCTURE AND READERSHIP PATTERNS OF
Al-BIA WAL-TANMIA
ENVIRONMENT &
DEVELOPMENT
TABLE OF CONTENTS
1) Introduction
2) State
of the Environment
3) Overall
Assessment of Al-Bia Wal-Tanmia
4) Analysis
of Al-Bia Wal-Tanmia Audience
A. Al-Bia Wal-Tanmia Readership Patterns
B. Al-Bia Wal-Tanmia Readership Penetration
5) The
Life Style Characteristics of Al-Bia Wal-Tanmia Audience
6) Readership
Profile: Graphic Charts
Readers Survey – Spring
2004, by
PARC, PAN ARAB RESEARCH
CENTER W.L.L.
a full member of
P.O. Box 55307, Sin el Fil, Lebanon
1.
INTRODUCTION
The following
analytical report presents the statistical findings of a survey conducted
amongst readers of Al-Bia Wal-Tanmia (Environment &
Development) magazine.
The survey involved a
self-completion questionnaire inserted in the magazine, which readers were
requested to complete and then mail to Al-Bia Wal-Tanmia.
In total, 500 replies
were received from fourteen Arab countries and another four foreign countries.
The survey took place in March and April, 2004.
- STATE OF THE ENVIRONMENT
The first section of
the questionnaire included four environmental background questions that assess
readers’ environmental concerns and outlook.
In terms of assessing
the state of the environment over the past five years, 67.4% of the
total sample answered that it was better, whereas 29% believed it has gotten
worse. However, these numbers differ to a certain degree in different regions,
as the percentage of those who said it got better rises to 75.9% in the Gulf
then decreases dramatically to 37.5% in
Nevertheless, upon
being asked if the readers were ready to do a personal activity to protect the
environment and restore its resources, even if this called for a change in
their lifestyle, a majority of 98.6% answered in the affirmative.
This commitment was
also reflected in the fact that 94.4% said that environmental matters play a
role in the products they purchase, such as electrical appliances and energy
conserving devices. This shows an increased awareness among readers to make the
environmental choice.
Again, this awareness was
shown in the fact that 93.4% of the total sample surveyed said that
environmental concerns also play a major role in their decision upon purchasing
a car. This number rose to an average of 97.2% in the Gulf, whereas in
- OVERALL
ASSESMENT OF Al-Bia Wal-Tanmia
In the second part of
the questionnaire, readers were asked to assess Al-Bia Wal-Tanmia
itself, in terms of content, design and layout.
Readers’ assessment of
the magazine in general was divided between 62.4% who said it was very good and
37.2% who said it was good.
Regarding layout and
production, 65.8% of the readers thought it was very
good, whereas 33.4% said it was good.
4.
ANALYSIS OF Al-Bia Wal-Tanmia
AUDIENCE
A. Al-Bia Wal-Tanmia Readership Patterns
The monthly magazine
readership is assessed based on Total Issue Readership, whereby readership is
assessed over the “last six months”
Following this measurement,
o
61.2% have read Al-Bia Wal-Tanmia on a
monthly basis, thus defining the Total Issue Readership.
The following table is
drawn to highlight the readership in the past 6 months, 5 months, 4 months, 3
months, 2 months and last month:
Based on Total Sample:
|
Al-Bia Wal-Tanmia |
Read past 6 months % |
Read past 5 months % |
Read past 4 months % |
Read past 3 months % |
Read past 2 months % |
Read last month % |
|
|
61.2 |
17.0 |
9.2 |
5.8 |
4.0 |
2.2 |
|
Base: Total Sample |
500 |
500 |
500 |
500 |
500 |
500 |
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 as a determinant factor,
quantifying the potential opportunities for contact with advertisements in the
publication.
B. Al-Bia Wal-Tanmia 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-Bia Wal-Tanmia monthly
magazine amongst the various socio-demographic and economic segments of the
population.
|
Penetration |
Total Readers Pan-Arab % |
|
UAE |
|
Levant |
|
Sex Male Female |
80.6 19.4 |
97.5 2.5 |
73.5 26.5 |
63.5 36.5 |
75.0 25.0 |
|
Age 15 – 24
years 25 – 34
years 35 – 44
years 45 &
above |
6.6 29.4 41.2 22.8 |
1.7 29.4 53.8 15.1 |
2.4 34.9 48.2 14.5 |
19.8 29.2 26.0 25.0 |
9.2 21.1 39.5 30.3 |
|
Income Above
Average Average Below
Average |
43.4 54.0 2.6 |
48.7 51.3 - |
68.7 31.3 - |
16.7 77.1 6.3 |
39.5 53.9 6.6 |
|
Education University Secondary Technical Elementary |
89.4 8.0 1.8 0.8 |
95.0 5.0 - - |
98.8 1.2 - - |
81.3 10.4 5.2 3.1 |
82.9 15.8 1.3 - |
|
Penetration |
Total Readers Pan-Arab % |
|
UAE |
|
Levant |
|
Occupation Managerial Employee in Public
Sector Employee in Private
Sector Professor /
Researcher Contractor / Engineer Other |
26.8 19.8 16.6 20.0 8.6 8.2 |
39.5 16.0 16.8 16.8 7.5 3.4 |
34.9 30.1 8.4 13.3 9.6 3.6 |
15.6 7.3 30.2 21.9 3.1 21.8 |
19.7 25.0 10.5 26.3 7.9 10.5 |
|
Regions* UAE Other Gulf Other Other |
19.6 14.0 12.0 11.5 19.0 14.0 9.9 |
|
|
|
|
*
Based on readers survey and CLD circulation figures (Average January – June
2004)
1. Sex
Al-Bia
Wal-Tanmia monthly magazine penetrates more amongst male readers than female readers.
2. Age
With respect to age, Al-Bia
Wal-Tanmia seems to attract almost all ages with a higher skew towards
middle ages (35 – 44 years).
3. Income
Al-Bia
Wal-Tanmia extensively penetrates amongst readers belonging to upper income
brackets.
4. Education
Pertaining to
education, Al-Bia Wal-Tanmia reaches a very high educated sector
of readers, namely those who have a university degree and above, 89.4%.
In terms of foreign
languages read by Al-Bia Wal-Tanmia readers, 91.2% of them can
read English, 24% read French, whereas 9.4% can read German and other
languages.
5. Occupation
Moreover, it is clear
that Al-Bia Wal-Tanmia highly penetrates amongst managers, followed
closely by academicians and employees in both public and private sectors.
6. Area
Geographically, Al-Bia
Wal-Tanmia seems to reach all Arab countries with a considerable
penetration in
5.
THE LIFE STYLE CHARACTERISTICS OF Al-Bia
Wal-Tanmia AUDIENCE
In general, Al-Bia
Wal-Tanmia monthly magazine reaches readers who enjoy an affluent
lifestyle and possess a high purchasing power.
Electronic Equipment
Results clearly reveal
that Al-Bia Wal-Tanmia readers are users of major up scale
appliances such as: mobile phones 83%, computer desktop 76.2%, video cameras
65.2%, computer printer 64.6%, digital cameras 56.8%, CD player 49.6%, ordinary
cameras 48.4%, and laptop 32%.
Moreover, it is noted
that 71% of Al-Bia Wal-Tanmia readers who own
a computer have an internet subscription at home.
Cars
Another important
lifestyle characteristic that Al-Bia Wal-Tanmia
readers were questioned for was the ownership of cars.
Ownership of cars was
high among Al-Bia Wal-Tanmia readers,
reaching 83% for the total sample. Percentage rises to 98.8% in the UAE and
98.3% in
In this regard, it is
very important to note that 93.4% said that environmental concerns play a major
role in their decision upon purchasing a car. This number increases to 97.6% in
the Gulf, and 90.7% in
Types of cars owned
were distributed among four main manufacturing countries, 27% American, 28.4%
European, 33.7% Japanese and 10.8% Korean.
It also appears that Al-Bia Wal-Tanmia readers go for new cars, with 63.4%
owning cars manufactured after the year 2000, which are also most probably
environmentally-friendly vehicles. 20% own cars manufactured between
1995-1999, 8.2% own cars manufactured between 1990-1994, and 8.4% own
cars manufactured before 1990.
Also important is the
choice of fuel. A majority of 94% use unleaded gasoline.
Air Travel
Travel was also a
distinctive mark among Al-Bia Wal-Tanmia readers. 29.6% reported
traveling 1-5 times in the past year within Arab countries, while 30.2%
traveled between 6-9 times and 8% traveled more than 10 times.
As for traveling
outside Arab countries, 50% said they had traveled between 1-5 times in the
past year, and 12.6% traveled between 6-9 times and 0.4% traveled more than 10
times.
6.
READERSHIP PROFILE: Graphic Charts
It is of great
significance and value for analysts, media planners and advertisers to study
the profile of Al-Bia Wal-Tanmia in order to focus on the composition of
its audience, in terms of socio economic criteria.
The audience base of Al-Bia
Wal-Tanmia 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-Bia Wal-Tanmia is highlighted in the following graphical
presentations:
Almost all of Al-Bia
Wal-Tanmia readers belong to upper middle and upper income brackets.
Al-Bia
Wal-Tanmia’s profile clearly displays an audience
structure comprising predominantly of readers who have a university and above
degree 89.4%, followed by a large margin by readers with secondary degrees at 8%.
Most of Al-Bia Wal-Tanmia readers are managers and employees,
followed by academicians contractors and engineers.
Al-Bia
Wal-Tanmia enjoys readership in the Gulf region 57%, as well as 38% in
APPENDIX
PAN ARAB RESEARCH
CENTER W.L.L. a full member of
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 a self-completion questionnaire inserted in Al-Bia
Wal-Tanmia, readers were requested to complete the questionnaire and mail
their reply to the magazine. The interpretation of the data
as given in this analysis is done strictly within the context of this questionnaire
and based on its findings.
This document has been
prepared by PARC upon request from Al-Bia Wal-Tanmia 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.
P.O.
SIN EL FIL –