MANILA – Affluent Filipinos are reading more newspapers and magazines due to increase in demand for good quality content, a study by global market research firm Synovate said Thursday.
The fourth annual Synovate Media Atlas, which finds trends in local media consumption, showed that 64 percent of socioeconomic groups A and B subscribed to newspapers in 2008-2009, compared to only 56 percent in 2007-2008.
Sunday newspapers, both English and Tagalog, turned in strong performances with 53 percent of the AB socioeconomic class reading Sunday papers.
The study also showed demand for general interest magazines while magazine readership remained steady. At least 56 percent of respondents said they like to look through ads in magazines and newspapers.
“Newspapers have always been important. In fact, you can say they are the first on-demand media because it’s always available, it doesn’t disappear and the ads are there for you to see. They are reaching a more upscale audience now, which is a more recession-proof group,” Steve Garton, Synovate global executive director of media, said in a Makati forum on Thursday.
He added: “Many marketers are talking about a flight to quality and newspapers are showing their increased importance as a good medium to reach those who have money to spend. I have never seen such a strong shift anywhere else in Asia. Advertisers should look into this.”
“It’s time to debunk the myth that newspapers are dying. We now have proof that newspaper advertising works and is reaching the AB crowd. It’s long overdue to say that newspapers are alive and well and offer great opportunities.”
Carole Sarthou, Synovate Philippines managing director, said one possible reason for the increase in print readership is a flight to quality content in newspapers and magazines. She said the increase in the number of general interest magazines, whether it’s about technology, hobbies or fashion, has also allowed advertisers to find their specific target audiences.
TV: From ‘primetime’ to ‘my time’
The study also showed an increase in the number of subscribers to pay and cable TV as Filipinos choose to spend more on quality content.
The Media Atlas showed that subscribers to cable and satellite TV increased to 55 percent in 2008-2009 from 51 percent in 2007-2008 .
“People want quality content and choice. TV here is very strong. People watch it and they are willing to pay more for the content that they want,” Garton said.
He said media consumption has showed a shift from ‘primetime’ to ‘my time’, which means that consumers want to dictate the time and place and the channel where they will get content. “It’s about my time, not primetime. It’s about creating time than buying time. Marketers have to create time with the consumer. You have to reach out through interactive communication and information,” he said.
He said this is evidenced by the rise in Internet usage with 54 percent of respondents saying they access it from an Internet cafe than at home (47%) or at work (17%).
A total of 8,028 consumers aged 15-64 years old from all socioeconomic classes nationwide were interviewed in the annual survey.
The survey used computer assisted telephone interviewing for Class ABC+ respondents in the Greater Manila area and face-to-face interviews with Class CDE respondents in Greater Manila and the rest of the country. Maximum sampling error is at plus-minus 1.1% at 95% confidence level. –David Dizon, abs-cbnNEWS.com
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