Advertisers are undestimating the value of mass-market women,
according to new research from the IPC women’s weeklies group.
The qualitative survey, which looked at C1C2D women aged 18 to 60 who
regularly read weekly magazines, found that in the last decade this
group of women have become better educated, are more likely to have a
job and to be in positions of influence.
These women also appreciate advertising, particularly ads for well-known
brands which are relevant to them, the survey said. IPC will now use the
findings to try to bring in more brand advertising to its weekly
Christina Hartley, the head of advertising and marketing at the weeklies
group, explained: ’We don’t get a huge amount of branded
There’s an almost misunderstood feeling that these women just buy
Tesco’s own-label. When it comes to creative advertising, the ones that
worked were stylish ads, similar to those seen in the monthly