Research Results Prepared by: Times Media Market Intelligence Unit February 2015 Research Results Prepared by: Times Media Market Intelligence Unit February

Research Results

Prepared by:Times Media Market

Intelligence Unit

February 2015

Research Results

Prepared by:Times Media Market

Intelligence Unit

February 2015

Architecture South Africa, the official journal of The South African Institute of Architects, serves as an ongoing source of reference for architects in South Africa.

A survey was conducted to establish who our readers are, how they feel about the magazine and what we can do better to serve their needs.

An online survey was hosted on SurveyMonkey from 2 December 2014 to 5 February 2015.

An emailer was sent to all SAIA subscribers, a link was hosted on the SAIA website and also promoted in the print copy of the magazine to encourage participation in the survey.

A total of 206 responses was achieved by cut-off date (4.5% of Architecture SA’s 4,561 ABC Jul-Dec 14 circulation).

Prize: one lucky winner received an iPhone 6 plus, 64GB.

Methodology & Objectives

Response Rate Per week(n=206)

Emailer to subscribers on 1 December 2014 and 19 January 2015 resulted in higher response ratesEmailer to subscribers on 1 December 2014 and 19 January 2015 resulted in higher response rates

Architecture SA Online Survey 2015

5 Year Trended Circulation for Architecture SA

5398 5429 5455 5572

4310

49104638 4577 4540 4561

82 68 87 81 65 72 63 60 36 36

868 817 762 785458 579 427 448 499 496

44484544 4626 4706

3787

4259 4148 4069 4041 4029

Apr-June 2010*

Jul-Dec 2010

Jan-June 2011

Jul-Dec 2011

Jan-June 2012

Jul-Dec 2012

Jan-June 2013

Jul-Dec 2013

Jan-June 2014

Jul-Dec 2014

Total Subscription Copy Sales Free Distribution

Source: ABCs

*First ABC measurement – Apr-Jun 2010

ABC circulation has declined by -15.5% since Apr-Jun 2010

Who reads Architecture SA?

Mostly male, White, average age 45


Age

70% 30%

Average Age: 45Average Age: 45

Six in ten are self-employed and Gauteng/W Cape residents

Language:English: 59%Afrikaans: 33%Any African: 6%Any Foreign: 2%

Education:Matric: 2%Graduate: 28%Honours: 20%Masters: 47%Doctorate: 2%MBA/MBL: 1%

Employment:Self Employed/own business: 60%Working for employer: 35%

89% are Practicing Architects; 3% are

architectural sudents; 3% retired architects; 5% other (building contractor,

urban designer, general manager,

lecturer)

89% are Practicing Architects; 3% are

architectural sudents; 3% retired architects; 5% other (building contractor,

urban designer, general manager,

lecturer)

Province:Gauteng: 43%WC: 33%KZN: 11%FS: 5%EC: 4%Limpopo/NW: 4%


How Architecture SA is read

I read Architecture SA...

Issues Read-out of 10

7 in 10 read 5-10 issues (69%) 2 in 6 read 1-4 issues (29%)7 in 10 read 5-10 issues (69%) 2 in 6 read 1-4 issues (29%)

2.2 readers per copy2.2 readers per copy

8 in 10 keep the magazine for future reference8 in 10 keep the magazine for future reference


Page traffic

92%

65%

53% 50% 49%46%

43%

33%

7.677.08

6.74 6.656.2

6.616.47 6.26

0

2

4

6

8

10

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Critiques/Illustration Technical pages Editorial Refereed articles Notes & news-SAIA Perspective End piece Book review

Read Rating (out of 10)

Overall Critiques/Illustration is well read and highly rated. Book review is less read but enjoyed by those who do read it.


Readers want more of Critiques/illustration of new work and Technical pages

69%

56%

36%

25%

20%

19%

9%

7%

3%

1%

15%

9%

5%

11%

10%

13%

28%

43%

48%

66%

75%

70%

81%

80%

Critiques/Illustration of new work

Technical pages

Refereed articles

Perspective

Book review

Notes and news -SAIA

Editorial

End piece

MORE

LESS

JUST RIGHT


Evaluation of Architecture SA

Evaluation of Content

39% would like to see the magazinein a matt finish, 13% in gloss and 48% claimed itmakes no difference

39% would like to see the magazinein a matt finish, 13% in gloss and 48% claimed itmakes no difference


78% 77% 74% 73% 73%65%

53%

35%

21% 22% 24% 27% 27%34%

47%

62%

Overall appearance and

layout

Quality of the paper used

Overall graphic style

Text (size, font, layout)

Photographs Page layout Plans Advertisements

Excellent/Good Fair/Poor Very Poor

Architecture SA rated very highly


Most criteria were rated as good (rather than excellent) in this section

Most criteria were rated as good (rather than excellent) in this section

Likes, dislikes and topics currently not featured....

Likes (n=128):

•Fresh/Contemporary/Relevant/ up-to-date 31%•Content/Commentary/Opinions 18%•Articles on new work/Critiques 17%•Relevant to SA and SA architecture 16%•Covers/Cover story 5%•Graphics/Layout 5%•Technical Issues 4%

Dislikes (n=129):

•Advertising/Too many adverts 20%•Quality of graphics/plans/drawings 16%•Same architects and stories 12%•Regions need to be balanced/smaller ones not featured 7%•More content needed and plans 5%•Magazine should be published more often 5%•Nothing 28%

Topics currently not featured (n=120)

•Design Process/Featured Projects 18%•Green issues architecture 14%•Reviews on buildings/Technical Info 12%•Interviewing Architect Firms/Practices 10%•Student work/Young Architects 5%•International Architecture 4%•Highlight poor architecture 4%•Community driven projects 3%•Architecture in Africa 3%•None 21%


Front cover preference

Cover 1Rating: 6.2 out of 10

Cover 2Rating: 6.5 out of 10


Format and Advertising

Preferred Format(Online preference average age = 44) Advertising


Average age = 42

Internet

Internet access and usageAccess the Internet via:Via desk top computer : 67%Cell phone/Smartphone: 53%Laptop : 51%Ipad/Tablet :38%

Access the Internet via:Via desk top computer : 67%Cell phone/Smartphone: 53%Laptop : 51%Ipad/Tablet :38%


Architecture SA OnlineOnly 15% access Architecture SA OnlineOnly 15% access Architecture SA Online

Other Mags:•Architectural Review•RIBA Journal•Urban Green File

Magazines read/accessed (Duplication may occur)


Pricing Range for Architecture SA

They would be prepared to pay R28.50 on average if Architecture SA was sold.They would be prepared to pay R28.50 on average if Architecture SA was sold.


SAIA Members

SAIA Members-value added benefits they would like...

84% are SAIA members84% are SAIA members

Better engagement with government on issues – 13%

Access to legal advice/legislation – 18%

More affordable CPD courses – 17%

They need more practice info/more workshops – 17%

The architectural profession should be marketed more – 11%

Discounts on magazine subscriptions – 7%


None – 12%

Other – 5%

Thank You

Documents

Research Results Prepared by: Times Media Market Intelligence Unit February 2015 Research Results Prepared by: Times Media Market Intelligence Unit February