Australian Doctor narrowly beats Australian Family Physician as most-read among GPs
Australian Family Physician grew its average issue readership (AIR) among GPs to 71.6% up from 69.5% in 2016, narrowly losing out on the top spot to Australian Doctor in a survey carried out by Competitive Advantage Research.
The survey, commissioned annually by Medical Publishers of Australia, quizzed 854 GPs about their reading habits.
With just a 0.1 point difference between the two titles, Australian Doctor achieved a 71.7% AIR, just 0.1 points up from the previous year.
Are all of these 5 titles alike in terms of similar editorial and pumped full of ad’s from big pharma and medical device / equipment companies. (Poss a few Lexi or Merc ad’s etc…)?
OR
Are some of these designed with real qualiuty editorial and minimum ad’s?
Which ones are better regarded by GP’s?
Readership isnt everything. I might want my brand in the quality issue over the most delivered…
@apples and oranges
Excellent question
Answer:
a) No, they are not alike. Two are journal-like in that they publish mostly peer reviewed clinical reviews – Medicine Today and Australian Family Physician (the apples) and two are tabloid newspapers – Australian Doctor and The Medical Republic (the oranges), with very different approaches to editorial. The last one – Medical Observer – is actually an ‘inserted’ magazine into Australia Doctor and it is arguable that it should not be included in this research at all – Im calling it the ‘fake pear’. If you are inserted into a newspaper, is your readership really your readership or that of your parent? If you advertise in the parent and the insert, you don’t get double the impact, that is for sure.
But I would say that as Im a competitor to both the newspaper and the insert. My understanding though is lots of marketers get that point as well.
b) All the publications – even the ‘fake pear’ – are relatively high quality, AND they all make their money via advertising, much of which is from pharmaceutical companies.
BTW: unlike readership in consumer research, this readership is supposed to be a quality measure NOT so much a reach measure. All the publications largely get sent free to exactly the same circulation. Readership in this research is a measure of how many doctors actually picked up and read the publication they got sent = average issue readership.
Jeremy (Publisher – The Medical Republic)