Attitudes

Fairfax - leaders in sections, leaders in sectional research

Fairfax leads the Australian newspaper market in continually offering dynamic, award-winning colour sections to suit a wide range of interests. We are pleased to again lead the way in providing a rich and detailed profile of our sectional readers - 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 on 23 sections of The Sydney Morning Herald and Sun-Herald.

• 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 these sections play in purchase decisions and as sources of information and influence

How was the study conducted?

The information contained in Attitudes 2003 is the result of a second wave of research conducted in March 2003 amongst core Herald readers.
Attitudes 2003 builds on valuable reader insights originally collected in November 2001.

The original 1,844 respondents from Attitudes 1 were approached to answer a 19 page self-completion booklet.

• 50% (946) completed the second survey
• 75% : 25% subscribers vs non-subscribers

What does Attitudes mean to you?

• Hard evidence that Herald Publications' sections are important sources of information & 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
• It's about lending real weight to the statement "Quality sections - Quality readers"

Want to learn more?

To discover some compelling facts about our readers please select the section you are interested in from the Attitudes drop down menu at the top of this page, then click on the link to download your free copy of the Attitudes report in full.
For any advertising enquiries please contact (02) 9282 2277.