Britain’s affluent and influential have been put under the
marketers’ spotlight in a new collaborative market research survey
called VIPer - Very Important People exclusive research.
ABs account for 21 per cent of the population but 36 per cent of the
nation’s total household income, at pounds 50,000 or more per home. They
are highly educated, with 60 per cent holding a degree or higher
qualification, and they are on the increase: the number of ABs has grown
by 7 per cent since 1994 to ten million.
Glossy consumer magazine publishers, whose titles are key vehicles for
up-market advertising, will be particularly interested in the
Conde Nast, whose portfolio includes Vogue and Tatler magazines, is part
of the VIPer consortium. Stephen Quinn, publishing editor of Vogue says
that the As ’single-handedly drive consumer spending on luxury consumer
products’. Almost a quarter of Vogue’s readership comes from ABs aged
25-54 (the target group of the VI Per survey) and the magazine reaches
5.3 per cent of the population in this category. Tatler’s readership
profile is even more up-market, with 34.2 per cent in the AB
The Radio Times reaches the greatest number of ABs aged 25-54, at
This is a coverage of 12.3 per cent of the total group, and represents
18.9 per cent of the Radio Times’ total readership. Elsewhere in the
consumer magazines sector, NatMags’ Good Housekeeping, Cosmopolitan and
Country Living are all in the top 20 titles by AB readership. Good
Housekeeping reaches 8.8 per cent of this group each month according to
the July ’98-June ’99 NRS survey.
In the men’s consumer magazine market, EMAP’s FHM reaches the most ABs,
443,000 or 7.5 per cent, but it is NatMags’ Esquire that has the highest
AB readership profile, with a 29.1 per cent AB readership. Conde Nast’s
GQ also has an up-market audience, with a 27.1 per cent AB profile.
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