Valuable Audience
The Evening Standard is one of my favourite papers which has a wide range of feature articles and editorial as well as a good round-up of world news.
Research Comment | Business Travellers Survey
According to figures supplied by BA, as much as 60% of those travelling in First or Business Class do so for business purposes. So the focus of this study was specifically to investigate high frequency business travellers and their disposition towards gratis newspapers available to them when travelling in first or business class by train or plane.
Click here to view a vox pop on the value of complementary copies.
Profile of UK Business Travellers Who Take 3+ Business Trips Using First or Business Class
- 25% female
- 75% male
- 85% under 54
- Wealthy -over a third command annual salaries of more than £100k
- Influential - Wealthy Achievers Index 151 /Urban Prosperity Index 313
- Decision Makers - mean budgetary responsibilty of £600k - Although this figure in itself is impressive many of these individuals work in the financial services sector and are very likely to manage a significantly larger amount of money on behalf of their clients or be personally responsible for contracts which generate a significant amount of revenue for their companies
Extending Our Reach
- 44% of copies reach existing Evening Standard readers
- The remaining 56% are read by people who don't normally buy the publication
- Nationally these copies extend our business travellers reach from 18% to 33%
- In London these copies extend our business travellers reach from 37% to 48%
Profiling This Audience
The research shows that the new audience reached by targeted free copies is not dissimilar from our regular Evening Standard profile.
Read targeted free copies and regularly purchase Evening Standard (44%)
- 62% Male
- 92% below 54 years
- 26% have a £100+ salary
- Average budget: £850k
- Urban Prosperity:Index 450
Targeted Free Copies Only (56%)
- 75% Male
- 89% below 54 years
- 26% have a £100+ salary
- Average budget: £650k
- Wealthy Executive: Index 171
For more details, or to view the presentation in its entirety please contact Marius Cloete marius.cloete@standard.co.uk
Source: Business Travel and Targeted Free Copies Research - Hall & Partners 2008
