Fairfax is to embark on a promotional drive to advertisers, claiming the paper delivers more affluent, financially secure readers than The Sunday Telegraph.
The research claims readers of The Sun-Herald are more optimistic about their future financial situation, more likely to travel interstate and overseas and able to support busy and active social lives.
The publisher commissioned a report in conjunction with market research firm GfK Bluemoon in a bid to explain the differences between readers of the The Sun-Herald and The Sunday Telegraph.
It questioned 858 respondents via an online survey, of which 432 exclusively read The Sun-Herald, while 426 only read The Sunday Telegraph.
It comes just weeks after News Limited unveiled a sectional reader-ship survey to spruik its mastheads
[AdNews, 27 August, 2010].
The report found readers of The Sun-Herald were more brand savvy than their counterparts at The Sunday Telegraph, being more likely to buy a product because of the label.
They were also more likely to enjoy a weekend away, attend cultural events, and travel by airline. Fairfax Media trade marketing & insights director Liz Ross said that although the paper trailed the The Sunday Telegraph in terms of circulation, The Sun-Herald boasts a deeper level of engagement with its readers.
“As much as we may have an AB audience, we still aren’t the biggest Sunday paper, so the profile of the reader is very important,” she said.
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