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SAVVY advertisers are targeting confident consumers who dine out, travel and buy luxury goods through magazines, according to Roy Morgan Research.
According to the latest Roy Morgan Single Source data for the 12 months to June 2012, 66 per cent of “very confident consumers” read magazines.
Readers of business, financial and airline magazines were among the most likely to be confident consumers.
Roy Morgan Research general manager of media and communication George Pesutto says savvy marketers are recognising that confident consumers are a valuable target market because they are in a buying frame of mind.
“The data clearly demonstrates that the different men’s magazine genres along with entertainment, business and fashion environments are particularly effective in appealing to those Australians who are more confident consumers.”
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