Readership profile. Information in percentages

Transkript

1 Readership profile Information in percentages A

2 Contents Highlights Page Highlights 3 Survey profile/demographics 4/5 Income, education & occupation 6/7 Reading behavior 8/9 Ownership of classic cars/interests 10/11 Mercedes-Benz Classic reaches an exclusive readership with strong spending power and a special affinity for the finer things in life. The readers are characterized by their passion for Mercedes-Benz classic cars, which makes them an attractive target audience for premium products and services. BENELUX 6,85 EUR ÖSTERREICH 6,65 EUR ITALIEN 7,85 EUR SPANIEN 7,85 EUR SCHWEIZ 11,60 SFR ,80 Euro DIE S-KLASSE DER 1950ER-JAHRE Unterwegs durch Hamburg im Ponton-220 S mit Mister Tagesschau Jan Hofer ROTE RETTER FRISCHER WIND FRÜHE PIONIERE Vor 125 Jahren erfand Gottlieb 17-jährige Fahranfängerin steuert Mercedes-Benz baute die ersten Daimler die motorisierte Feuer- 85-jährigen Mercedes-Klassiker deutschen Heckmotor-Serienwagen wehr ein Blick in die Historie eine besondere Beziehung eine fast vergessene Episode BENELUX 5,50 EUR ÖSTERREICH 6,30 EUR ITALIEN 6,30 EUR SPANIEN 7,50 EUR SCHWEIZ 11 SFR ,50 Euro WERTTRANSPORT Historischer Renntransporter: Auf den Spuren der Formel-1-Silberpfeile 60 JAHRE MERCEDES-BENZ 300 SL Exklusive Geburtstagsfeier: Rennsport-Idol Hans Herrmann im 300 SL auf dem Solitude-Rundkurs BLICKFANG 10 Jahre Mercedes-Benz Classic Magazin: Die schönsten Leserfotos SCHNEETREIBEN Fahrspaß auf verschneiten Straßen: In der Einsamkeit von Schwedisch-Lappland Gender: Age: 97% of readers are men 31% of all secondary readers are women 59% of readers are in the most active phase of their lives, between 30 and 59 Net household income: Predominant income structure: 63% earn over e 4,000 per month Reading time/use: Coverage: On average, readers pick the magazine up more than four times and and spend an hour reading it On average, each copy of the magazine has 2.22 readers Circulation: The total circulation is 156,400 copies. Of which: 76,500 copies in German 79,900 copies in English 2 3

3 Survey profile/demographics Survey profile Population: Method: Sample: Design: Readers of the magazine Mercedes-Benz Classic, Issue 1/2013 Written survey. Questionnaires inserted into magazine. Survey period: March 13 April 29, questionnaires Daimler AG, Stuttgart Demographics Gender Male 97 Female 3 Average age: 50 Age 29 and younger 3 30 to to to % of readers arein the most active phase of their lives. 60 to % of readers are in the most active phase of their lives, between 30 and 59 and hence belong to the most powerful section of society in economic terms. 4 Figures as a percentage 5

4 Income, education & occupation Income Monthly net household income Less than E3, E3,000 to less than E4, E4,000 to less than E5, E5,000 to less than E7, E7,500 to E10,000 and above 22 } 63 percent! Education Level of education University entrance qualification, 41 secondary school Degree 43 Occupation Type of occupation Self-employed, freelance 34 White collar 33 Civil servant 7 Blue collar 5 By advertising in Mercedes-Benz Classic you will reach decision makers with above-average income and strong buying power! 6 Figures as a percentage 7

5 Reading behavior Number of times magazine is picked up, and reading time Number of times magazine is picked up 1 to 3 times 4 to 6 times 7 times and more Reading time Average number of times magazine is picked up 4 Less than 45 minutes 46 to 60 minutes 61 to 120 minutes More than 120 minutes Average reading time: 60 minutes Coverage and fate of the magazine Secondary readers Spouse/partner Friends/acquaintances/relatives Colleagues/employees % of all secondary readers are female Multiple responses 12 Fate of the magazine Magazine is kept 67 Articles are collected 11 Excellent statistics on use of the magazine: On average, readers pick up the magazine more than four times and spend over an hour reading it! Magazine is passed on 13 8 Figures as a percentage 9

6 Ownership of classic cars/ interests Number of classic cars Own 1 classic car 32 Own 2 classic cars 20 Own 3 classic cars 17 Own 4 classic cars 4 Own 5 or more classic cars 11 52% of readers own more than one classic car! Ownership of classic cars 84% of readers own at least one classic car, 11% even own 5 or more 73 On average, readers own 2.52 classic cars (Germany 2.19, international 3.87) 70 68% own at least one Mercedes-Benz classic car 52 When buying a new car, 69% of readers prefer the same make as their classic car Use of mobile devices 62% of readers use mobile devices 73 Number of readers in this category through to late 30s is disproportionately high Interests magazine topics of particular interest to the readers Restoration and technology Travel, tours in classic cars Modern classics Classic car events Readers of Mercedes-Benz Classic demonstrate a particular appreciation for high-quality products, have a pronounced interest in "the finer things in life" and can also afford them due to their above-average income. 10 Figures as a percentage 11

7 Advertising department wdv Gesellschaft für Medien & Kommunikation mbh & Co. OHG Mercedes-Benz Classic Dieselstr Offenbach Alexandra Velte Tel.: +49 (0) Fax: +49 (0) A