attitudes overview

Updated January 2007

Fairfax leads the Australian newspaper market in continually offering dynamic, award-winning colour sections to suit a wide range of reader interests. Attitudes is a rich and detailed profile of how our readers interact with and use these sections providing more comprehensive information than has been previously available.

Commissioning Attitudes highlights our priority of providing advertisers with useful and insightful research to assist their planning decisions.

What is Attitudes?

• Attitudes is a detailed reader survey conducted by McNair Ingenuity Research to provide comprehensive sectional readership profiles for The Age and The Sunday Age.
• It is the most comprehensive sectional readership survey ever undertaken by an Australian publishing company.

What type of information does Attitudes provide?

Attitudes contains a wealth of information including:

• Demographics, reading involvement,  lifestyle insights, entertainment patterns, ownership of products, purchase intentions and media consumption.
• Attitudes enhances our understanding of the role sections play in purchase decisions and as sources of information and influence.
  

How was the study conducted?

• The information contained in Attitudes is the result of research conducted in October 2006 amongst core Age readers. 
• The research was based on self-completion surveys amongst a sample selected from casual readers and Age subscribers. 
• A total of 1,403 responses were achieved.
  

What does Attitudes mean to you?

• Hard evidence that sections are important sources of information and strong influencers of purchase decisions.
• A more comprehensive insight into your potential customers.
• Improved targeting of your audience.
• Confidence in the effectiveness of advertising within the sections.

What does Attitudes mean for us?

• The ability to continually refine our market leading sections to best meet the needs of readers and advertisers.

Want to know more?

To discover some compelling facts about our readers please select the section you are interested in from the Research drop down menu at the top of this page. For any advertising inquiries please contact The Age advertising department (03) 9601 2000.