Research Results Prepared by: Times Media Market Intelligence Unit February 2015 Research Results...
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Transcript of Research Results Prepared by: Times Media Market Intelligence Unit February 2015 Research Results...
Research Results
Prepared by:Times Media Market
Intelligence Unit
February 2015
Research Results
Prepared by:Times Media Market
Intelligence Unit
February 2015
Architecture South Africa, the official journal of The South African Institute of Architects, serves as an ongoing source of reference for architects in South Africa.
A survey was conducted to establish who our readers are, how they feel about the magazine and what we can do better to serve their needs.
An online survey was hosted on SurveyMonkey from 2 December 2014 to 5 February 2015.
An emailer was sent to all SAIA subscribers, a link was hosted on the SAIA website and also promoted in the print copy of the magazine to encourage participation in the survey.
A total of 206 responses was achieved by cut-off date (4.5% of Architecture SA’s 4,561 ABC Jul-Dec 14 circulation).
Prize: one lucky winner received an iPhone 6 plus, 64GB.
Methodology & Objectives
Response Rate Per week(n=206)
Emailer to subscribers on 1 December 2014 and 19 January 2015 resulted in higher response ratesEmailer to subscribers on 1 December 2014 and 19 January 2015 resulted in higher response rates
Architecture SA Online Survey 2015
5 Year Trended Circulation for Architecture SA
5398 5429 5455 5572
4310
49104638 4577 4540 4561
82 68 87 81 65 72 63 60 36 36
868 817 762 785458 579 427 448 499 496
44484544 4626 4706
3787
4259 4148 4069 4041 4029
Apr-June 2010*
Jul-Dec 2010
Jan-June 2011
Jul-Dec 2011
Jan-June 2012
Jul-Dec 2012
Jan-June 2013
Jul-Dec 2013
Jan-June 2014
Jul-Dec 2014
Total Subscription Copy Sales Free Distribution
Source: ABCs
*First ABC measurement – Apr-Jun 2010
ABC circulation has declined by -15.5% since Apr-Jun 2010
Who reads Architecture SA?
Mostly male, White, average age 45
Architecture SA Online Survey 2015
Age
70% 30%
Average Age: 45Average Age: 45
Six in ten are self-employed and Gauteng/W Cape residents
Language:English: 59%Afrikaans: 33%Any African: 6%Any Foreign: 2%
Education:Matric: 2%Graduate: 28%Honours: 20%Masters: 47%Doctorate: 2%MBA/MBL: 1%
Employment:Self Employed/own business: 60%Working for employer: 35%
89% are Practicing Architects; 3% are
architectural sudents; 3% retired architects; 5% other (building contractor,
urban designer, general manager,
lecturer)
89% are Practicing Architects; 3% are
architectural sudents; 3% retired architects; 5% other (building contractor,
urban designer, general manager,
lecturer)
Province:Gauteng: 43%WC: 33%KZN: 11%FS: 5%EC: 4%Limpopo/NW: 4%
Architecture SA Online Survey 2015
How Architecture SA is read
I read Architecture SA...
Issues Read-out of 10
7 in 10 read 5-10 issues (69%) 2 in 6 read 1-4 issues (29%)7 in 10 read 5-10 issues (69%) 2 in 6 read 1-4 issues (29%)
2.2 readers per copy2.2 readers per copy
8 in 10 keep the magazine for future reference8 in 10 keep the magazine for future reference
Architecture SA Online Survey 2015
Page traffic
92%
65%
53% 50% 49%46%
43%
33%
7.677.08
6.74 6.656.2
6.616.47 6.26
0
2
4
6
8
10
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Critiques/Illustration Technical pages Editorial Refereed articles Notes & news-SAIA Perspective End piece Book review
Read Rating (out of 10)
Overall Critiques/Illustration is well read and highly rated. Book review is less read but enjoyed by those who do read it.
Architecture SA Online Survey 2015
Readers want more of Critiques/illustration of new work and Technical pages
69%
56%
36%
25%
20%
19%
9%
7%
3%
1%
15%
9%
5%
11%
10%
13%
28%
43%
48%
66%
75%
70%
81%
80%
Critiques/Illustration of new work
Technical pages
Refereed articles
Perspective
Book review
Notes and news -SAIA
Editorial
End piece
MORE
LESS
JUST RIGHT
Architecture SA Online Survey 2015
Evaluation of Architecture SA
Evaluation of Content
39% would like to see the magazinein a matt finish, 13% in gloss and 48% claimed itmakes no difference
39% would like to see the magazinein a matt finish, 13% in gloss and 48% claimed itmakes no difference
Architecture SA Online Survey 2015
78% 77% 74% 73% 73%65%
53%
35%
21% 22% 24% 27% 27%34%
47%
62%
Overall appearance and
layout
Quality of the paper used
Overall graphic style
Text (size, font, layout)
Photographs Page layout Plans Advertisements
Excellent/Good Fair/Poor Very Poor
Architecture SA rated very highly
Architecture SA Online Survey 2015
Most criteria were rated as good (rather than excellent) in this section
Most criteria were rated as good (rather than excellent) in this section
Likes, dislikes and topics currently not featured....
Likes (n=128):
•Fresh/Contemporary/Relevant/ up-to-date 31%•Content/Commentary/Opinions 18%•Articles on new work/Critiques 17%•Relevant to SA and SA architecture 16%•Covers/Cover story 5%•Graphics/Layout 5%•Technical Issues 4%
Dislikes (n=129):
•Advertising/Too many adverts 20%•Quality of graphics/plans/drawings 16%•Same architects and stories 12%•Regions need to be balanced/smaller ones not featured 7%•More content needed and plans 5%•Magazine should be published more often 5%•Nothing 28%
Topics currently not featured (n=120)
•Design Process/Featured Projects 18%•Green issues architecture 14%•Reviews on buildings/Technical Info 12%•Interviewing Architect Firms/Practices 10%•Student work/Young Architects 5%•International Architecture 4%•Highlight poor architecture 4%•Community driven projects 3%•Architecture in Africa 3%•None 21%
Architecture SA Online Survey 2015
Front cover preference
Cover 1Rating: 6.2 out of 10
Cover 2Rating: 6.5 out of 10
Architecture SA Online Survey 2015
Format and Advertising
Preferred Format(Online preference average age = 44) Advertising
Architecture SA Online Survey 2015
Average age = 42
Internet
Internet access and usageAccess the Internet via:Via desk top computer : 67%Cell phone/Smartphone: 53%Laptop : 51%Ipad/Tablet :38%
Access the Internet via:Via desk top computer : 67%Cell phone/Smartphone: 53%Laptop : 51%Ipad/Tablet :38%
Architecture SA Online Survey 2015
Architecture SA OnlineOnly 15% access Architecture SA OnlineOnly 15% access Architecture SA Online
Other Mags:•Architectural Review•RIBA Journal•Urban Green File
Magazines read/accessed (Duplication may occur)
Architecture SA Online Survey 2015
Pricing Range for Architecture SA
They would be prepared to pay R28.50 on average if Architecture SA was sold.They would be prepared to pay R28.50 on average if Architecture SA was sold.
Architecture SA Online Survey 2015
SAIA Members
SAIA Members-value added benefits they would like...
84% are SAIA members84% are SAIA members
Better engagement with government on issues – 13%
Access to legal advice/legislation – 18%
More affordable CPD courses – 17%
They need more practice info/more workshops – 17%
The architectural profession should be marketed more – 11%
Discounts on magazine subscriptions – 7%
Architecture SA Online Survey 2015
None – 12%
Other – 5%
Thank You