WE KNOW IT S THE MEMORABLE MOMENTS THAT MATTER WE think Women & Travel most!
As part of a continuous journey in knowing our readers and women, Bauer Media surveyed close to 400 participants from the All Women Talk panel, asking women about their interests, passions and processes when it came to travel. Source: All Woman Talk. N=399 women 18+ 2013
72 % wish they could travel more often 44 % are currently saving TO travel WE KNOW women love to TRAVEL 87 % are interested in reading travel content IN MAGS
3 in 10 women are spending more on dining out 2 in 5 are spending more on travel 1 in 4 women are spending more on culture & arts WE women KNOW are spending more on travel 56 % of women say travelling is a personal passion Source: All Women Talk. Spending Habits 2012
WE KNOW why women TRAVEL 56 % 56 % ESCAPE RELAX 54 % EXPERIENCE
her TOP FIVE reasons to travel 71 % FAMILY HOLIDAYS 55 % ROMANTIC BREAKS 45 % EXPLORING CULTURE 41 % GIRLS WEEKEND 28 % SHOPPING HOLIDAYS
women WE KNOW are making the decisions 6/10 WOMEN WERE WHOLLY RESPONSIBLE for decision making of their last holiday
she chooses WHERE,WHEN, & WHAT TO DO WHEN IT COMES TO TRAVELLING
INSPIRATION TRAVEL THIRST DECISION RESEARCH We Know our brands play a crucial role in the decision making process & it s in the beginning
magazines ARE THE sourceof inspiration
WE KNOW we provide the initial spark Magazines are one of the top paid for media sources when it comes to inspiration and information
WE KNOW we expand her horizons 46 % agree magazines encourage them to consider destinations they wouldn t have thought of
WE KNOW what she wants to know more about
Gap year travel for school leavers Shopping destinations, or places to shop 32% 12% A trip with your girlfriends great places to stay romantic breaks short or long trips away with partner 35 % Food & Wine tours destinations, restaurants, wineries, produce 29% 2% 20% Music tours, festivals, special events 40 % family holiday family friendly places to stay & things to do 36 % 25% culture museums, galleries & Special events Health & Wellbeing health retreats, spas
and the places SHE WANTS to go! Europe 59 % America 48 % UK 46 % New Zealand 43 % Tasmania 42 %
We know we know women, content so we know the content women want 60 % snack size trip information short and sweet facts and ideas 74 % top 10 Things to do and other essential lists 77 % secret finds Insider knowledge on where to stay, shop and eat 65 % trip reviews from people like her
her THE ULTIMATE travel edit for the type of holiday WE SHOW she is after
family fun
family fun INSPIRE 2 pages of travel in each issue 83% of Australian Women's Weekly readers intend to travel in the next 12 months TARGET AUDIENCE: Women 25 54 REAdership: 2,417,000 circulation: 451,235 TARGET AUDIENCE: Women 25+ REAdership: 902,000 circulation: 167,718 MOST MEMORABLE MOMENT My favourite holiday destination is Smiths Lake on the NSW Central Coast. We go camping there every year and always find something new to discover. The lake is so shallow the kids can windsurf and kayak right across it and there are no better beaches in the world than Blueys and Boomerang. Editor in Chief take 5 Paul merrill Source: Emma (emmatm conducted by Ipsos MediaCT, Feb 14 ), ABC/CAB Audit (Jun-Sep 13)
family fun
family fun INSPIRE 2+ pages of travel in each issue 82% of Woman s Day readers intend to travel in the next 12 months TARGET AUDIENCE: Women 25 54 REAdership: 2,144,000 circulation: 355,122 TARGET AUDIENCE: Women 50+ distribution: 175,000 MOST MEMORABLE MOMENT Losing my husband on a crowded New York subway, watching the doors close and the train pull away and realising I have no money, no phone, no accommodation and no plan. Wandering the streets, jumping subway turnstiles, begging strangers for help until miraculously, some 20 hours later I hear my name being called from across a busy street a tear-jerking, movie moment reunion with husband. And never left his side on public transport ever again! EDITOR IN CHIEF woman s day and yours FIONA CONNOLLY Source: Emma (emmatm conducted by Ipsos MediaCT, Feb 14 ), ABC/CAB Audit (Jun-Sep 13)
family fun
cultural experiences
cultural experiences TARGET AUDIENCE: 50+ REAdership: 744,000 100+ travel pages every month circulation: 75,530 TARGET AUDIENCE: AB professionals REAdership: 740,000 MOST MEMORABLE MOMENT The destination that knocked my socks off was the Atacama Desert in Chile s north. It s a landscape of flamingos and fiery sunsets, salt flats and satellite dishes. Astronomers, geologists, archaeologists, and adventurers have known about it for years and it has inspired writers, poets and artists. The air is icy and elegant, the colours of the lakes look as if they have been digitally manipulated, and intriguing land formations that look like ideas that ran out of stone. 84% of Australian Geographic readers intend to travel in the next 12 months Source: Emma (emmatm conducted by Ipsos MediaCT, Feb 14 ), ABC/CAB Audit (Jun-Sep 13) EDITOR qantas: the australian way SUSAN SKELLY
cultural experiences
cultural experiences 6-8 pages of travel in each issue TARGET AUDIENCE: women 25-54 REAdership: 995,000 circulation: 113,370 TARGET AUDIENCE: people 25-49 and AB professionals REAdership: 430,000 circulation: 65,517 MOST MEMORABLE MOMENT Days by or on the water and nights in the piazza, Averna and limoncello, prickly pears and capers, day clubs and Euro dance music, good friends and loads of laughs, my memories of a trip to the Aeolian islands, off the coast of Sicily, still tally up to my best-ever holiday. And now that you ve reminded me of it, I must plot a way back. 88% of Australian Gourmet Traveller readers intend to travel in the next 12 months EDITOR gourmet traveller ANTHEA LUCAS Source: Emma (emmatm conducted by Ipsos MediaCT, Feb 14 ), ABC/CAB Audit (Jun-Sep 13)
cultural experiences
girls weekend
girls weekend MOST MEMORABLE MOMENT TARGET AUDIENCE: women 18-49 REAdership: 155,000 circulation: 40,155 The galapagos islands off the coast of ecuador have a supernatural, eccentric beauty that astonished me. Birds with feet the colour of blue m&ms, tame sea lions, iguanas that live underwater. It s like a six-yearold drew them after a dream. I d call it the wildest, most natural place on earth and i wept when i left. EDITOR shop til you drop ALEX CARLTON TARGET AUDIENCE: Women 25 35 REAdership: 516,000 circulation: 73,048 82% of OK! readers intend to travel in the next 12 months 3-4 pages of travel in each month Source: Emma (emmatm conducted by Ipsos MediaCT, Feb 14 ), ABC/CAB Audit (Jun-Sep 13)
girls weekend
girls weekend INSPIRE MOST MEMORABLE MOMENT I took a six month old travelling around Turkey last year. I was full of trepidation but, as it turns out, having a baby was like having a VIP pass to the country and it ended up being one of the greatest trips we d ever done. EDITOR elle JUSTINE CULLEN TARGET AUDIENCE: Women 18 34 REAdership: 453,000 circulation: 90,450 TARGET AUDIENCE: Women 18 34 circulation: 61,061 79% of Cosmopolitan readers intend to travel in the next 12 months 6+ pages of travel in each issue Source: Emma (emmatm conducted by Ipsos MediaCT, Feb 14 ), ABC/CAB Audit (Jun-Sep 13)
girls weekend
healthy retreat
healthy retreat INSPIRE MOST MEMORABLE MOMENT I am an India fan. I love everything about it. The sights, the colours, the sheer vibrancy of that vast country never cease to enthral me. Watching the sun rise over the Taj Mahal is one of those unforgettable experiences where physical beauty and serenity fuse and bring peace to the soul. TARGET AUDIENCE: Women 25-54 REAdership: 302,000 circulation: 67,132 EDITOR good health CATHERINE MARSHALL TARGET AUDIENCE: Women 18 44 REAdership: 157,000 circulation: 55,137 80% of Women s Fitness readers intend to travel in the next 12 months 4+ pages of travel in each issue Source: Emma (emmatm conducted by Ipsos MediaCT, Feb 14 ), ABC/CAB Audit (Jun-Sep 13)
healthy retreat
magazines ARE THE sourceof inspiration
we know the nature of each medium MAGAZINES RIGHT FRAME OF MIND FOR ESCAPE CONNECTS & INSPIRES TV CREATES AWARENESS MEDIUM OF MULTITASKING = MULTI DISTRACTION ONLINE & NEWSPAPERS CHASE THE DEAL TRANSACTIONARY CLUTTERED Magazine reading offers pure pleasure, control and escape. 68% of respondents consider magazine reading as my time Source: MPA 2011
WE KNOW the role of the internet in the travel process It s for research and deals once she has decided the sort of holiday she is after 72% agree I develop an idea as to where I d like to go and then I head online to research. 38% Agree that Newspapers tell me about the best deals available we know the role of newspapers & travel inserts in the travel process it s toward the end of the pprocess where she is then competing on price
With OVER 1 MILLION WOMEN FLYING QANTAS EVERY MONTH, the QMEDIA platform reaches travellers at every stage of the decision making process TRAVEL DECISION INSPIRATION THIRST RESEARCH Source: Emma (emmatm conducted by Ipsos MediaCT, People 14+ for the 12 months ending Nov 13) cross referenced with monthly Qantas passenger numbers
IN-FLIGHT TV Along with the magazine, Qantas In-flight TV offers passengers entertainment on-board. It offers advertisers the power of TV in an uncluttered and exclusive medium, entertaining 769,000 captive viewers every month. Red Email Sent to 2.8 million subscribers looking for the latest international and domestic deals, Red email offers a captive audience looking to purchase travel deals with an open rate of 22.4%. E-Newsletter Sent to 1.4 million subscribers who have signed up to receive the edm on Qantas. com, actively seeking out more editorial content from the magazine. QANTAS THE AUSTRALIAN WAY MAGAZINE #1 most read premium magazine in the country available to 2.3 million passengers monthly on all Qantas domestic, international & Qantas Link flights and Qantas airport lounges. QANTAS.COM/ TRAVELINSIDER Destination within Qantas. com, one of Australia s most visited and recognised travel sites offering one of the most desirable online audiences- affluent, captive and hungry for travel information. Qantas The Australian Way was launched as a tablet edition in 2012 to great critical acclaim including winning the magazine app of the year. Incorporating animation, sound, video and full-screen imagery custom designed for ipad it has drawn rave reviews from the app store with over 300,000 downloads.
THIS IS WHY BAUER MEDIA is investing in the travel content ACROSS OUR BRANDS PROVIDING further opportunity FOR ADVERTISING TO REACH WOMEN
IN 2014 BAUER MEDIA WILL INSPIRE, and the women of Australia. We KNOW we will provide the initial spark on what will become their memorable moments