Ici Mirrorpmb07[1]

275 views

Published on

Nat\'l Sales Dir. req\'d a PMB overview of these magazines that he markets.

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
275
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Ici Mirrorpmb07[1]

  1. 1. PMB 2007 Readership July 23, 2007
  2. 2. Presentation Contents <ul><li>Readership Demographic Profiles </li></ul><ul><li>Household Status </li></ul><ul><li>Education </li></ul><ul><li>Employment/Income </li></ul><ul><li>Average Issue Readership Profile </li></ul><ul><li>Psychographics </li></ul>
  3. 3. ICI/MIRROR Demographic Profile The male/female ratio of readership is 53/47. (Montreal = 49/51) 41% are aged 18-34 and 72% are adults 18-49. (Montreal = 28% & 55%) The average age of the ICI/MIRROR readers is 38. ( Montreal avg age = 43) 147 133 131 128 110 91 Market index = 100 124 Read/look into any issue of ICI/Mirror in the past year 299,000 262,000 227,000 333,000 368,000 405,000 72,000
  4. 4. ICI/MIRROR Readership Profile Although 48% of readers own their homes and 45% are married, ICI/MIRROR readers are more likely to rent and to be single than the Montreal population. 120 81 127 84 270,000 289,000 254,000 306,000 Market index = 100 Read/look into any issue of ICI/Mirror in the past year
  5. 5. ICI/MIRROR Household Composition 118 88 84 135 124 Market index = 100 Read/look into any issue of ICI/Mirror in the past year 209,000 110,000 82,000 110,000 50,000
  6. 6. ICI/MIRROR Household Status 111 88 112 94 Market index = 100 Read/look into any issue of ICI/Mirror in the past year 218,000 260,000 85,000 261,000 120 284,000
  7. 7. ICI/MIRROR Education 205 130 145 150 ICI/MIRROR readers are highly educated with 60% having university and post graduate certificates/diplomas. Market index = 100 Read/look into any issue of ICI/Mirror in the past year 145,000 95,000 95,000 335,000
  8. 8. ICI/MIRROR Employment/Income 116 143 67% of ICI/MIRROR readers are employed full-time or part-time. (Montreal population = 56%) The average personal income of ICI/MIRROR readers is 3% higher than the Montreal population. 103 100
  9. 9. ICI/MIRROR Occupation 145 135 ICI/MIRROR readers are 49% more likely than the population to be white collar workers and 45% more likely to be MOPE’s. Market index = 100 Read/look into any issue of ICI/Mirror in the past year 144,000 68,000 231,000 87,000 83 149
  10. 10. ICI/Mirror Leisure Activities Market index = 100 116 120 123 130 177
  11. 11. ICI/Mirror Leisure Activities: Fitness 111 133 122 180 157 177
  12. 12. ICI/Mirror Leisure Activities: Sports Market index = 100 106 108 114 136 140 106 117 136 153 109
  13. 13. ICI/Mirror Readers Personally Attend Market index = 100 164 198 138 154 219 211 241 115 140
  14. 14. ICI/MIRROR Profile: Average Issue Readership <ul><li>Montreal CMA ICI/MIRROR Index </li></ul><ul><li>Average Issue Readership: 192 ,000 </li></ul><ul><li>Males 49% 107,000 115 </li></ul><ul><li>Females 51% 85,000 </li></ul><ul><li>Adults 18-49 56% 144,000 136 </li></ul><ul><li>Adults 18-34 28% 98,000 173 </li></ul><ul><li>Average Age 43 38 - 5 yrs </li></ul><ul><li>Own Home 59% 63,000 </li></ul><ul><li>Rent 41% 110,000 165 </li></ul><ul><li>Single 32% 96,000 179 </li></ul><ul><li>Married/Living Together 54% 71,000 </li></ul><ul><li>Male Head of Household 41% 94,000 119 </li></ul><ul><li>Principal Wage Earner 42% 92,000 114 </li></ul><ul><li>Principal Grocery Shopper 42% 96,000 116 </li></ul><ul><li>University+ Educated 40% 111,000 152 </li></ul>
  15. 15. ICI/MIRROR Psychographics Strongly Agree <ul><li>Very interested in unfamiliar travel destinations 137 </li></ul><ul><li>Enjoy entertaining 133 </li></ul><ul><li>Tend to Go To Movies A Lot 140 </li></ul><ul><li>Flying A Plane is An Enviable Human Experience 108 </li></ul><ul><li>Closely Follow At Least One Sport Throughout its Season 107 </li></ul><ul><li>The Greenest (Environmentally) 123 </li></ul><ul><li>Enjoy Keeping Fit 109 </li></ul><ul><li>Like Activities Which Push My Mental and Physical Limits 122 </li></ul><ul><li>Love Fresh Air and Outdoor Activities 113 </li></ul><ul><li>Better Informed About Nutrition Than The Average Person 142 </li></ul><ul><li>Like to Consider Homeopathic and Herbal Remedies 137 </li></ul><ul><li>Monitor The Ingredient Lists on Packaged Foods 115 </li></ul><ul><li>Pay Very Close Attention to Nutritional Content </li></ul><ul><li>Of the Foods I Eat 111 </li></ul><ul><li>Low Carbohydrate Diets Are Not Really Healthy 113 </li></ul><ul><li>Try to Avoid Eating at Fast Food Restaurants 112 </li></ul>
  16. 16. ICI/MIRROR Psychographics <ul><li>Alcohol: The Keg Crowd 107 </li></ul><ul><li> Shaken Not Stirred 129 </li></ul><ul><li>Automotive: Car Is A Tool 117 </li></ul><ul><li> Capitalist Roadsters 109 </li></ul><ul><li>Fashion: Look for Bargains in Second-Hand </li></ul><ul><li>Clothing Stores 132 </li></ul><ul><li>Try to Keep Abreast of Changes in </li></ul><ul><li>Style and Fashion 107 </li></ul><ul><li>Trust My Own Judgment in Picking Out </li></ul><ul><li>My Clothes 105 </li></ul><ul><li>Finance: Super Savers 110 </li></ul><ul><li> Paycheque to Paycheque 133 </li></ul><ul><li>Groceries: Premium Convenience 125 </li></ul><ul><li>Home Furnishings & Electronics: The Get Set 135 </li></ul><ul><li>Health & Nutrition: Calories Can’t Touch Me 114 </li></ul><ul><li> Healthy Conscious Champions 116 </li></ul><ul><li> Better Late Than Never 112 </li></ul><ul><li> Health Enthusiasts 115 </li></ul><ul><li> Snack Happy 137 </li></ul><ul><li>Travel & Leisure: Cultured & Active 145 </li></ul>
  17. 17. ICI/MIRROR Readers <ul><li>Young adults skewing to men </li></ul><ul><li>Highly-educated </li></ul><ul><li>Male head of household </li></ul><ul><li>Principal wage earner </li></ul><ul><li>Principal grocery shopper </li></ul><ul><li>Higher personal income </li></ul><ul><li>White collar </li></ul><ul><li>Independent and adventurous </li></ul><ul><li>Culturally connected </li></ul><ul><li>Actively entertaining! </li></ul>

×