Who Subscribes
There are more New Matilda (NM) men than women but the gap is closing and down to 58%–42%. This modest skew is more noticeable among the older subscribers where men dominate by a sizeable margin. But importantly, the big spike in NM subscriber numbers lies in the key age group where disposable income is highest; more than 1 in 2 (53%) NM subscribers are aged between 45 and 64 years. A similar majority (53%) are past the family at home stage and have the time and resources to absorb and act upon NM content.
NM subscribership is even more skewed to the professions than 12 months ago. Now just on half (49% of NM subscribers) have a professional occupation vastly over representing the fewer than 1 in 10 of the general population so employed. Within the professions, among NM subscribers there are many doctors, lawyers, architects and information professionals, but the key professions represented are media and education professionals. Just on 1 in 4 (25%) subscribers are journalists/writers or teachers/lecturers. A further 1 in 4 (24%) are either para-professionals (consultants, advisors, home office practitioners) or in senior or middle corporate management. NM remains an extremely A list publication.
Nearly 8 in 10 New Matilda subscribers reside in the capital cities, mainly in gentrified inner city or affluent professional suburbs. The common link bonding the great majority of NM subscribers — wherever their residential address — is a lesser consumption of commercial media in favour of ABC, independent and online media sources.
NM Subscribers and their Media Consumption
NM subscribers have unique media usage patterns. More than 1 in 3 (36%) receive their news solely from online sources, thus increasing the marketing potential of NM. Of the remainder, broadsheet publications (Sydney Morning Herald, The Age, The Australian, Australian Financial Review), dominate newspaper readership. And current affairs, business and upmarket lifestyle publications dominate magazine readership. ABC, broadsheet newspaper and political or policy online sites are the preferred online interests (other than NM) for subscribers. The list of all print publications read by subscribers continues to reflect an upscale and elite subscriber base, very ABC in orientation and difficult to reach by traditional commercial mechanisms.
The great majority of NM subscribers read New Matilda online, 7 in 10 (69%) only online and a further 1 in 4 (26%) in combination with hard copy. Importantly, the New Matilda site is visited on average 3 times each week by subscribers, with the figure around 5 times per week among media professionals. More than 7 in 10 subscribers (71%) regularly email NM articles to their friends and colleagues and more than half (52%) have recommended (or plan to recommend) New Matilda to their own networks.
What Subscribers Think of the Magazine
Overall, there is substantial satisfaction with the magazine but sizeable minorities have constructive criticisms and suggestions. There is widespread endorsement regarding the length of NM articles (85% — about right). Although a clear majority (76%) also think the number of articles each week is appropriate, a sizeable 1 in 5 (20%) believe there are too many. The balance between serious and light-hearted articles is about right to 8 in 10 (81%) subscribers but a lower majority (62%) endorse the proportion of hard news provided. Around 1 in 4 (23%) would like to see more hard news coverage, a theme repeated in the gaps perceived in the magazine’s coverage. Around 4 in 10 saw gaps in the coverage with around 10% levels each desiring:
— more news and politics
— changes regarding the style or approach (livelier, more variety)
— more hard issues coverage, particularly environment, media, economy.
The next level of perceived under reportage at about 5% levels emphasised:
— arts and culture subjects
— a variety of softer issues, including social trends and lifestyle topics.
The difficult to specify matter of political balance met with broad majority support (64%) with significant minorities pointing to overtones of political correctness or else to the irrelevance of left-right labels today.
Of a list of seven content features only two attracted 30% plus of subscribers wanting more space devotion: more interviews to a sizeable 42% of subscribers and more cartoons to about 1 in 3 (31%).
Bearing in mind the professional and media-savvy nature of most NM subscribers, and that the publication is arguably Australia’s only journal to attract both political/news/current affairs followers and arts/literary devotees, the level of criticism forthcoming regarding the magazine should be considered a pleasing result for a still young product.
The Policy Section
New Matilda’s policy section, recently reformatted, was also broadly endorsed by the readership. 9 in 10 (91%) found the simpler reformatting serving their interests. And around 3 in 4 gave the thumbs up to new developments in the policy section being posted alongside the magazine (75%) and to the new discussion forum itself (76%).
Around half of NM subscribers who responded to the survey nominated areas in which they would like to see more coverage in the policy section. The list was a long and diverse one, reflecting the wide-ranging interests of subscribers but five broad areas emerged by combining the individual areas and issues mentioned into generic categories.
These, in order, were:
1. Hard Core Government Services. — Health. Education etc.
2. Politics. Government. — Economics. IR. Political System. Business
3. Human and Community Services. — Social Services. Social Policy
4. Communications. Media. Arts. — Lifestyle. Culture
5. Human Rights and Social Justice Issues
Delivery and Functionality
Subscribers were asked about difficulties experienced in five key functionality areas. Very few had experienced difficulties in either receiving the weekly email (6%) or contacting New Matilda (7%). A few more had experienced difficulties in printing a hard copy (13%) and posting comments on the forum (17%). But a significant 1 in 3 (35%) reported difficulties, albeit occasional rather than frequent, in site navigation. Indeed, when suggestions for improving the site were sought, the two areas most forthcoming involved site navigation (links, clutter) and access suggestions (posting comments, more interactivity).
The New Matilda Subscriber
Gender, Age, Lifestage
|
Gender |
Men ………………………………………………………………………………. |
58% |
More men than women but the gap is closing. |
||
|
Women ………………………………………………………………………….. |
42% |
||||
|
Age |
Under 35 ………………………………………………………………………… |
12% |
The majority of subscribers (53%) are in the key high disposable income bracket “ 45 to 64 years |
||
|
35-44 …………………………………………………………………………….. |
15% |
||||
|
45-54 …………………………………………………………………………….. |
20% |
||||
|
55-64 …………………………………………………………………………….. |
33% |
||||
|
65 plus …………………………………………………………………………… |
20% |
||||
|
[Note. There is a marked difference in the ages of men and women subscribers. Nearly 3 in 10 NM men (27%) are over 65 (vs. 12% of women). But nearly 1 in 2 NM women (44%) are between 35 and 54 (vs. 27% of men).] |
|||||
|
Lifestage |
Young single ……………………………………………………………………. |
6% |
|||
|
Young couple, no kids ………………………………………………………… |
9% |
In Summary |
|||
|
Young family (preschool) ……………………………………………………. |
5% |
15% ………..Young singles/couples |
|||
|
Middle family (school) ………………………………………………………… |
11% |
22% ……. Families |
|||
|
Older family (left school) …………………………………………………….. |
6% |
53% ……….. Older singles/couples |
|||
|
Older single (+45 yrs) ………………………………………………………… |
17% |
||||
|
Older couple (+45 yrs) ……………………………………………………….. |
36% |
||||
|
Others ……………………………………………………………………………. |
10% |
||||
The New Matilda Subscriber
Occupation
|
Professionals 49 % |
· Media professionals. Journalist. Writer. Editor. Creative arts |
13% |
|
· Education professionals . Teacher. Lecturer . |
12% |
|
|
· Information professionals . IT. Communications |
5% |
|
|
· Legal professionals . Solicitor. Barrister |
5% |
|
|
· Health professionals . Doctor. Pharmacist .. |
5% |
|
|
· Engineering & Science professionals . Engineer. Architect . |
4% |
|
|
· Other professionals |
5% |
|
|
Para Professionals 16% |
· Business, Political Advisory, Consultant . |
12% |
|
· Small business. Home office . |
3% |
|
|
· Technical and other associate professionals .. |
1% |
|
|
Management 8% |
· Middle management |
4% |
|
· Senior management |
3% |
|
|
· Farm management .. |
1% |
|
|
· Others. Clerical. Skilled trades |
3% |
|
|
· Full-time student |
4% |
|
|
· Retired |
20% |
|
Summary |
|
|
· Professional ………………………………………………………………. |
49% |
|
· Para professional ……………………………………………………….. |
16% |
|
· Management ……………………………………………………………… |
8% |
|
Other ……………………………………………………………………. |
3% |
|
Not working ………………………………………………………….. |
24% |
Where New Matilda Subscribers Live
|
This postcode analysis of all New Matilda subscribers who supplied postcode on registration is based on 3256 subscribers. 4% are overseas subscribers, roughly dispersed equally between the US, UK, Other Europe and Asia. The analysis below leaves out these overseas subscribers. |
||
|
NM Subscribers % |
State Totals |
|
|
SYDNEY |
32 |
NSW = 43% |
|
Rest of NSW |
11 |
|
|
MELBOURNE |
20 |
VIC = 24% |
|
Rest of Victoria |
4 |
|
|
BRISBANE |
6 |
QLD = 9% |
|
Rest of Queensland |
3 |
|
|
PERTH |
5 |
WA = 6% |
|
Rest of WA |
1 |
|
|
ADELAIDE |
6 |
SA = 7% |
|
Rest of SA |
1 |
|
|
TASMANIA |
2 |
TAS = 2% |
|
ACT |
8 |
ACT = 8% |
|
NT |
1 |
NT = 1% |
|
CAPITAL CITIES |
79 |
|
|
PROVINCIAL AUST |
21 |
|
|
New Matilda subscribers are substantially skewed to the capital cities. Within the cities, New Matilda is heavily concentrated in gentrified inner city and affluent professional suburbs. In Sydney subscribers are both Surry Hills, Newtown, Glebe, Leichhardt, Bondi and also Potts Point, Paddington, Mosman, Balmain. In Melbourne subscribers are both Northcote, Clifton Hill, St Kilda, Fitzroy, Richmond and also Camberwell, Kew, Brighton, Albert Park, South Yarra. The common link between the New Matilda classes is a lesser consumption of traditional commercial media and a greater consumption of ABC, independent and exclusive media. |
Order of Tables
Table 1 The Magazine — Number and Length of Articles
Table 2 The Magazine — Balance: Serious vs. Light Hearted and News vs. Analysis
Table 3 Magazine — Political Balance
Table 4 Magazine — Gaps in Coverage
Table 5 Policy Section — Status Quo or Separate Updates
Table 6 Policy Section — New Simpler Format
Table 7 Policy Section — The New Discussion Forum
Table 8 Policy Section — Areas Wanting More Coverage
Table 9 Delivery and Functionality — Key Areas
Table 10 Delivery and Functionality — How NM Is Read and How Often
Table 11 Delivery and Functionality — Suggestions for Improving Site
Table 12 Specific Features — Seven Areas
Table 13 About Subscribers — Where News Is Sourced
Table 14 About Subscribers — Favourite Print Publications
Table 15 About Subscribers — Favourite Online Site
Table 16 Promoting New Matilda
1. THE MAGAZINE — NUMBER AND LENGTH OF ARTICLES
|
Number of articles each week |
Too Many is Highest Among: |
|||
|
All % |
All ………………………………. |
20% |
||
|
Too many …………………….. |
20 |
|
Women ………………………… |
22% |
|
Not enough …………………… |
4 |
Over 65′ ……………………….. |
27% |
|
|
About right ……………………. |
76 |
Sydney residents …………….. |
27% |
|
|
Newspaper reliers ……………. |
28% |
|||
|
Navigation difficulties ……….. |
28% |
|||
|
LENGTH OF ARTICLES IN MAGAZINE |
Little noticeable variation across key groups |
||
|
All % |
|||
|
Too long ……………………… |
6 |
||
|
Too short …………………….. |
9 |
||
|
About right ………………….. |
85 |
||
|
* Newspaper reliers: those one third (33%) of subscribers who rely on newspapers as their main source of national and state news. * Navigation difficulties: the 35% of subscribers who have experienced difficulties (often or occasional) in navigating around the New Matilda site. |
2. THE MAGAZINE — BALANCE: SERIOUS vs. LIGHT HEARTED AND
NEWS vs. ANALYSIS
|
MIX BETWEEN SERIOUS AND LIGHT-HEARTED ARTICLES |
Too Many Serious is Highest Among: |
|||
|
All % |
All ………………………………… |
11% |
||
|
Too many serious ……………….. |
11 |
|
Men ………………………………. |
13% |
|
Too many light-hearted ……. |
8 |
Under 35’s ………………………. |
20% |
|
|
Balance about right ………….. |
81 |
Media Professionals* ………….. |
18% |
|
|
Overseas subscribers ………….. |
18% |
|||
|
BALANCE BETWEEN HARD NEWS AND ANALYSIS |
Not Enough Hard News is Highest Among: |
|||
|
All % |
All ………………………………… |
23% |
||
|
Too much hard news …………… |
5 |
Men ………………………………. |
25% |
|
|
Not enough hard news …………. |
23 |
|
Under 35’s ………………………. |
27% |
|
Balance about right ……………… |
62 |
Over 65’s ………………………… |
29% |
|
|
Something else …………………… |
10 |
Sydney residents ………………. |
27% |
|
|
|
Newspaper reliers ……………… |
32% |
||
|
This 10% mainly · Should be better, meatier analysis · Balance needs to vary depending on agenda, events |
||||
|
* Media Professionals: This 12% of subscribers who are journalists, editors, writers or other media professionals. |
3. MAGAZINE — POLITICAL BALANCE
|
Political Balance |
Too Left Wing is Highest Among: |
|||
|
All % |
All ……………………………….. |
7% |
||
|
Too left wing ……………………… |
7 |
|
Men ……………………………… |
9% |
|
Too right wing ……………………. |
4 |
Under 35’s …………………….. |
12% |
|
|
Balance about right ………………. |
64 |
Students ……………………….. |
11% |
|
|
Something else ……………………. |
25 |
Media professionals ………….. |
9% |
|
|
|
Business or Management …… |
11% |
||
|
Queensland residents ……….. |
11% |
|||
|
This 25% mostly: · Is biased — but OK, justifiable. · Too politically correct. Narrow focus. Opinionated. · Left-right meaningless terms now. |
||||
4. MAGAZINE — GAPS IN COVERAGE?
|
GAPS IN MAGAZINE’S COVERAGE LIKE TO SEE FILLED? |
Yes, Gaps Response is Highest Among: |
|||
|
All % |
All ……………………………… |
40% |
||
|
Yes, gaps ……………………. |
40 |
|
Men ……………………………. |
45% |
|
No, no gaps ………………… |
60 |
Under 35’s …………………… |
43% |
|
|
Over 65’s …………………….. |
43% |
|||
|
Media professionals ………… |
65% |
|||
|
Business or Management ….. |
52% |
|||
|
Students ……………………… |
53% |
|||
|
Sydney Residents …………… |
49% |
|||
|
Melbourne residents ……….. |
46% |
|||
|
Online NM readers only …… |
43% |
|||
|
The Gaps Like To See Filled Among The 40% |
|
|
1. Arts . Culture. Literature. ……………………… |
5% |
|
2. News . More current affairs. …………………… |
5% |
|
3. Environment . Climate.. ………………………. |
4% |
|
4. Livelier . Different. Original. …………………. |
3% |
|
5. Politics. Issues. ………………………………… |
3% |
|
6. Visionary . Constructive.. ……………………… |
3% |
|
7. More variety in Contributors …………………. |
3% |
|
8. International . Foreign policy. ………………. |
2% |
|
9. Media . Laws. Issues. …………………………. |
2% |
|
10. Humour . Satire. ………………………………… |
2% |
|
|
In Summary |
|
|
1. News. Politics. International |
10% |
|
|
2. Style. Approach. Livelier. Visionary etc. ……………. |
10% |
|
|
3. Hard issues. Environment. Economy. Media etc. …… |
10% |
|
|
4. Soft Issues. Social. Sport. Travel etc ……………….. |
5% |
|
|
5. Arts & Culture. …………….. |
5% |
|
|
(to the 40%) |
||
|
Many others at 1% and below including: Science. Economy. Indigenous issues. Dissent. Business. Education. Health. Sport. Travel. Less bleeding heart. IR. Womens. Ethics etc. |
5. POLICY SECTION — STATUS QUO OR SEPARATE UPDATES
|
Subscribers were reminded that new developments in the policy section were posted alongside the magazine. They were asked whether they preferred this to continue or whether they preferred to nominate specific policy interests with separate email updates. |
||||
|
All % |
Separate Updates is Stronger Among: |
|||
|
Continue as now ……………….. |
75 |
All …………………………………….. |
25% |
|
|
Prefer separate updates ………. |
25 |
|
Women ………………………………. |
27% |
|
Under 35’s ………………………….. |
34% |
|||
|
Media Professionals ……………….. |
32% |
|||
|
Having navigation problems …….. |
33% |
|||
6. POLICY SECTION — NEW SIMPLER FORMAT
|
Subscribers were asked whether the policy section, previously difficult to navigate and now in a simpler format, was serving their interests. |
|||
|
All % |
No significant variations except among those having navigation difficulties around the site. 20% of these suggested it was not serving their interests. |
||
|
Yes ………………………….. |
91 |
||
|
No …………………………… |
9 |
|
|
|
|
|||
|
|
|||
|
How New Format Not Serving Their Interests – To The 9%: |
|
|
· Style and Content . Not broad enough coverage. Boring. Piecemeal. Policy and journalism too hard ………………………………………………. |
2% |
|
· Navigation . No next at bottom. Difficult to navigate. Keep getting lost. .. |
1% |
|
· Accessibility . Slow connection. No broadband. ………………………. |
1% |
|
· Layout . Website cluttered. Can’t read and reply. ………………………. |
1% |
|
· Not interested in this section. …………………………………………. |
1% |
|
· Other responses …………………………………………………………. |
1% |
|
· Unsure. No response …………………………………………………… |
3% |
8. POLICY SECTION — THE NEW DISCUSSION FORUM
|
Subscribers were further asked whether the new discussion forum, introduced in October, was serving their interests. |
||||
|
All % |
No, not serving Response is Strongest Among: |
|||
|
Yes …………………………… |
76 |
All …………………………………………. |
24% |
|
|
No ……………………………. |
24 |
|
Under 35’s ……………………………….. |
30% |
|
|
Media professionals ……………………. |
29% |
||
|
|
Students ………………………………….. |
32% |
||
|
Having Navigation difficulties ………… |
38% |
|||
|
Melbourne residents ……………………. |
30% |
|||
|
How The New Discussion Forum Is Not Serving Their Interests To The 24% |
|
|
· Comments Belong With Article . Liked old format. Disconnect now. ……….. |
4% |
|
· Access . Can’t get it to work. Problems. Couldn’t get on. ……………………….. |
3% |
|
· Navigation . Can’t follow it. Too complicated. Technically difficult. …………… |
2% |
|
· More Postings Needed . Not enough activity. People using it less. Not much discussion. Low level postings. ………………………………………………………….. |
2% |
|
· Shouldn’t Need Log-In Name . Should be able to log-in anonymously. …….. |
1% |
|
· Others. …………………………………………………………………………….. |
2% |
|
· Unsure. No response. ………………………………………………………….. |
11% |
9. POLICY SECTION — AREAS WANTING MORE COVERAGE
|
Subscribers were asked on what areas they would like to see more coverage. 55% were either happy with the status quo, or did not respond here but the remaining 45%, the committed subscribers, delivered a fulsome list of policy areas with an average of over 1½ areas per answering subscriber. The table below is based on the responding 45%, with a very broad summary of generic areas at the bottom. |
|
|
· Health. Mental health. Medicare. PBS ……………………………………………. |
18% |
|
· Education . Public, higher, vocational education. Standards. Accessibility …….. |
15% |
|
· Environment . Sustainability. Conservation. Global warming. |
14% |
|
· Social Policy And Welfare Issues . Social security. Welfare reform. Income redistribution. Poverty ………………………………………………………. |
10% |
|
· Foreign Policy . International affairs. Australia’s role. ………………………….. |
9% |
|
· Politics . Political system. Federalism. Democracy. …………………………….. |
8% |
|
· Human Rights . Social justice. Bill of Rights. Freedoms ………………………… |
8% |
|
· Economics . Tax. Budget analysis. ……………………………………………….. |
8% |
|
· Industrial Relations . IR legislation. Workplace reforms ………………………. |
7% |
|
· Indigenous Issues . Reconciliation. ……………………………………………….. |
7% |
|
· Media . Ownership. Laws. Diversity. ………………………………………………. |
6% |
|
· Social Trends . Australian society. …………………………………………………. |
6% |
|
· Arts . Culture. Literature. ……………………………………………………………. |
5% |
|
· Honesty, Integrity . Truth in government ……………………………………….. |
4% |
|
· Regional Issues . Rural issues …………………………………………………….. |
3% |
|
· Women . Gender issues. Equity. …………………………………………………… |
3% |
|
· Legal Issues . Judiciary. Libel laws. ……………………………………………….. |
3% |
|
Others incl. Business. Immigration. Refugees. Trade. Urban Planning. Law and Order. Terrorism laws. More hard news. Defence. Disability issues. Science and Technology. Communications. Lifestyle. |
|
|
In Summary |
|
|
· Hard Core Government Services . Health. Education etc …………………………… |
46% |
|
· Politics. Government. Economics. IR etc. …………………………………………… |
31% |
|
· Human & Community Services . Social services. Social policy. ……………………… |
23% |
|
· Communications. Media . Arts. Lifestyle. Science. ………………………………….. |
19% |
|
· Human Rights & Social Justice . ……………………………………………………….. |
16% |
|
· Urban Planning . Energy. Resources.. ………………………………………………….. |
5% |
10. DELIVERY AND FUNCTIONALITY — KEY AREAS
|
Subscribers were asked about any difficulties experienced in five key areas. The areas have been ordered in terms of difficulties experienced. |
|||||
|
Navigating around site % |
Posting comments on forum % |
Printing hard copy % |
Contacting New Matilda % |
Receiving weekly email % |
|
|
No difficulties ……………. |
65 |
83 |
87 |
93 |
94 |
|
Often difficulties ………. |
6 |
5 |
3 |
2 |
1 |
|
Occasional difficulties …… |
29 |
12 |
10 |
5 |
5 |
|
Total difficulties …… |
35 |
17 |
13 |
7 |
6 |
|
|
|
|
|
||
|
Especially Education Professionals (43%) |
Especially over 65’s (22%) |
Especially Navigation difficulties (24%) |
Especially over 65’s (13%) |
||
11. DELIVERY & FUNCTIONALITY — HOW NEW MATILDA IS READ AND HOW OFTEN
|
How new matilda is read |
|
All % |
Those Reading New Matilda at Least Partly By Hard Copy is Highest Among: |
|||
|
Online ……………………………… |
69 |
All ………………………………… |
31% |
|
|
Hard Copy …………………………. |
5 |
Over 65’s ………………………… |
43% |
|
|
Both ………………………………… |
26 |
Non Capital City Residents …… |
36% |
|
|
Hard Copy or Both ……………. |
31 |
|
Overseas Subscribers …………. |
36% |
|
HOW MANY TIMES NEW MATILDA SITE IS VISITED IN AN AVERAGE WEEK |
|
All % |
Average Visits is Highest Among: |
|||
|
Once …………………………….. |
40 |
All ………………………………… |
2.8 |
|
|
Twice ……………………………. |
28 |
Media Professionals ……………. |
4.9 |
|
|
Three times …………………….. |
18 |
Students …………………………. |
4.5 |
|
|
Four “ nine times ……………… |
10 |
Melbourne Residents ………….. |
3.3 |
|
|
Ten times plus …………………. |
4 |
Overseas residents …………….. |
3.4 |
|
|
Average times ………………. |
2.8 |
|
||
12. DELIVERY & FUNCTIONALITY — SUGGESTIONS FOR IMPROVING SITE
|
Subscribers were asked about suggestions for improving the site. 75% did not respond, a further 5% made a positive comment about general satisfaction/action and another 4% made (or repeated) content suggestions. Among the remaining 16% the main suggestions were:- |
|
|
Navigation . Links to references. Less cluttered. Difficult to navigate ….. |
6% |
|
Easier Access. Increase opportunity to contribute or post comments. More reader interactivity. ……………………………………………………………. |
3% |
|
Technical Problems By User . Downloading, print, monitor problems. Need non-hyperlinked format ………………………………………………………. |
3% |
|
Don’t Want To Keep Logging In . Needed each article. Needs cookies. Why is it necessary to re-enter name and password? ………………………….. |
2% |
|
Want Audio Articles . Multi media ……………………………………………… |
1% |
|
Too Much Information . Need summaries ……………………………………. |
1% |
|
Others Incl. Connect articles with comments. More graphics. More control over contributions |
|
13. SPECIFIC FEATURES: SEVEN AREAS
|
Subscribers were asked about the space devoted to seven features. The areas are ordered in terms of more space. |
|||||||
|
Interviews % |
Cartoons % |
Quotable Quotes % |
Photos % |
Feedback % |
Polls % |
Links Blogs % |
|
|
No view …… |
18 |
14 |
18 |
25 |
24 |
24 |
30 |
|
About Right Now ……….. |
38 |
48 |
52 |
43 |
52 |
49 |
47 |
|
Less Space .. |
2 |
7 |
9 |
12 |
7 |
14 |
11 |
|
More Space ……………… |
42 |
31 |
21 |
20 |
17 |
13 |
12 |
|
|
|
||||||
|
The Two Main Areas Where More Space Is Sought |
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|
Interviews |
All — 42% |
· Under 35’s ……………………… 52% · Media Professionals ………….. 63% · Business or Management …… 52% · Sydney Residents …………….. 48% · Overseas residents …………… 55% |
|
Cartoons |
All — 31% |
· Under 35’s ……………………… 40% · Students ……………………….. 47% · Sydney Residents …………….. 34% |
14. ABOUT SUBSCRIBERS — WHERE NEWS IS SOURCED
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Subscribers were asked from which source they received most of their Australian state and national news*. |
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|
All % |
Online as Main Source of News is Highest Among: |
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|
Online ……………………………… |
36 |
|
All …………………………………… |
36% |
|
Newspaper (hard copy) …………. |
33 |
Men …………………………………. |
36% |
|
|
Television …………………………. |
17 |
Under 35’s ………………………… |
66% |
|
|
Friends/Family ……………………. |
8 |
35-54’s …………………………….. |
42% |
|
|
Radio ……………………………….. |
6 |
Media Professionals ……………… |
46% |
|
|
Sydney Residents ………………… |
41% |
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|
Canberra Residents ……………… |
43% |
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* This question asked for both primary and other sources of news. Rhodon did not make a format correction as requested in the primary source question and the above results for television and friends/family are estimates derived from the other sources relativities.
15. ABOUT SUBSCRIBERS — FAVOURITE PRINT PUBLICATIONS
|
Favourite Newspaper |
|
|
Sydney Morning Herald …………………………………………………. |
37% |
|
The Age ……………………………………………………………………. |
25% |
|
The Australian ……………………………………………………………. |
14% |
|
Financial Review ………………………………………………………….. |
8% |
|
BAPH Daily ………………………………………………………………. |
4% |
|
Overseas Newspaper …………………………………………………….. |
14% |
|
BAPH = Morning Daily from capital cities other than Sydney and Melbourne. |
|
Favourite Magazine |
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|
· CURRENT AFFAIRS. POLITICS ………. |
28% |
|
Especially:- · The Monthly …….. 13% · New Int’ list ………… 4% · Dissent ……………… 3% · Big Issue ……………. 2% |
|
· BUSINESS …………………………………. |
23% |
|
Especially:- · Bulletin ……………… 8% · Economist ………….. 7% · Time ………………… 3% · Guardian Weekly …. 2% |
|
· LIFESTYLE ………………………………… |
21% |
|
Especially:- · Vanity Fair …………. 3% · New Yorker ………… 3% · Good Weekend ……. 2% · Harpers …………….. 2% |
|
· LITERARY. CULTURAL …………………. |
12% |
|
Especially:- · NY Rev Books ……… 4% · Eureka St …………… 3% · Atlantic Monthly …… 2% |
|
· SCIENCE. TECHNICAL …………………. |
9% |
||
|
· NEW MATILDA …………………………… |
6% |
||
16. ABOUT SUBSCRIBERS – FAVOURITE ONLINE SITE
|
Subscribers were asked their favourite online site, other than New Matilda. 20% did not respond. The remaining 80% was used as the base. |
|
ABC sites……….17% |
|
Crikey ………….17% |
|
SMH ………………7% |
|
Online Opinion …3% |
|
Google …………..3% |
|
The Guardian …..3% |
|
The Age ………… 3% |
|
Margo Kingston …2% |
|
Australian Policy Online …..2% |
|
BBC Sites ………. 2% |
|
New York Times …..2% |
|
Catholics OnLine ….2% |
|
Other Political, Policy Sites ………7% |
|
Other Overseas Publications …… 5% |
|
Other Australian Media Sites …….4% |
|
Other Literary Sites ………………..3% |
|
Satirical, Humour Sites …………….2% |
|
Other Religious Sites ……………….2% |
|
Many Other Individual Specific Sites ….14% |
The survey was an online survey, conducted through most of November 2005. A sample of 618 was achieved — a good response rate. Results were analysed and interpreted by ANOP Research Services Pty Ltd. ANOP’s Managing Director, Rod Cameron, is a founding board director of New Matilda.
New Matilda greatly appreciates the work carried out by Rod Cameron and all the staff at ANOP particularly John Eldridge, in conducting the survey and analysing the results.
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