Holyrood magazine readership

Average readership

Elected Members of the Scottish Parliament and Scotland’s Local Authorities  don’t always agree-except when it comes to reading Holyrood magazine.

Who are our readers?

Holyrood magazine has a core readership of opinion formers and influential figures from the public, private, voluntary and academic sectors. High achievers, the Holyrood reader is commercially astute, publicly minded and representative of Scotland’s most successful professionals.

In-house research

The demographics of our readership support the above statement with 64% of our readers being  male and 70%  falling within the age category of 40-59.

They do not rely on newspapers alone. Almost 30% perceive Holyrood magazine to be of greater influence than any daily newspaper while  63% believe that the magazine is either essential reading throughout or offering something unique.

In house research indicates that there is a high pass on readership suggesting that we have an average reader per copy figure of 1.9 readers. This RPC figure  is lower than that of equitable titles such as the New Statesman and lower than our own estimations.

Based on our current circulation of 5083 our readership would extend to almost 10,000 readers. For consistent, regular delivery of your message there is only one publication that reaches the nations opinion leaders.

 Click on the charts below to see the results of our reader survey (or click here to view in tabular form):

How do you treat Holyrood magazine?	What publication most influences your thinking?	How many people read your copy of Holyrood  magazine?
Do you read the advertisements and inserts within the magazine?	What is your age range?	What sex are you?

  MORI Readership survey - base all MSP's (published December 2007)

 Holyrood magazine is the best read magazine amongst MSPs having almost three times the readership of its nearest rival in the UK magazine market.

Facts

• Holyrood magazine has a higher readership amongst this key audience than many of the self defined national and quality newspapers including Edinburgh’s Scotsman and the tartan version of the Sunday Times.

•  Holyrood magazine has a  readership score of almost twice  the Glasgow Daily Record and the Sun combined.

•  Twice that of  the Edinburgh Evening News and the Glasgow Evening Times combined.

• Almost twice that all the national quality daily titles combined The Guardian, Times, Telegraph, Independent and Financial Times.

Source: Ipsos MORI Scotland’s Annual Survey of Members of the Scottish Parliament, 6^th Sept – 6^rd Nov 2007.

Your communication strategy cannot rely on PR activity alone. The  negative coverage and comment offered by the Scottish press means none of the above titles can deliver the editorial environment you require.

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