No.1 in all aspects of readership


Challenging perceptions
2006 pharmacy publication readership survey



Readership

Pharmacists receive a myriad of pharmacy publications either by subscription, as part of a membership benefit or by controlled circulation. But the method in which they receive the publication does not mean pharmacists will read one publication more than another.

There is a new generation of pharmacists out there and the traditional pharmacy media that previous generations preferred to read a decade ago is not necessarily the choice of today’s community pharmacists.

The 2006 McNair Ingenuity pharmacy publication readership survey of 541 practicing community pharmacists is the most telling in years revealing very distinct levels of readership – it confirms a dramatic shift in readership patterns.

One pharmacy publication has emerged as the title that clearly meets pharmacists’ needs – Australian Pharmacist.

 Readership by all community  pharmacists

 %
 Australian Pharmacist

75

 Retail Pharmacy  63
 Pharmacy News  62
 AJP  46

 Prefered choice to read by all community pharmacists  %
 Australian Pharmacist

55

 AJP  18
 Pharmacy News

17

 Retail Pharmacy

 9




Amount of content read

Each pharmacy publication has its own unique editorial, style and manner of presenting information. Pharmacists are in control and decide which one publication they will read over another according to the interest to the reader and the credibility of its content.

The content of Australian Pharmacist is relevant and highly respected and read in greater depth by more practicing community pharmacists than any of the other pharmacy titles.

 Community pharmacists who read most to all (50%-99%)  %
 Australian Pharmacist

75

 Pharmacy News  67
 Retail Pharmacy

60

 AJP

 52




Credible OTC and ethical information

The pharmaceutical industry is constantly developing and releasing new and improved drugs for the health and well being of the community. Pharmacists turn to a range of pharmacy journals and other sources for information regarding new developments and revised information.

Only one pharmacy publication stands above all others in the delivery of the most credible information. The Australian Pharmacist’s editorial policy and peer reviewed system provides the reader with current, timely and the most credible information.

 Most credible for OTC product information  %
 Australian Pharmacist

40

 AJP  18
 Retail Pharmacy

17

 Pharmacy News

 17


 Most credible for ethical product information  %
 Australian Pharmacist

52

 AJP  29
 Pharmacy News

9

 Retail Pharmacy

 2




Regularity of readership (frequency)

With every pharmacy campaign you want every post to be a winner – therefore it is vital to ensure that your advertising receives the widest and most frequent exposure.

To have any impact with community pharmacists your advertisement needs to be seen 3 to 4 times in order for effective communication to take place, and for your advertising to have the desired effect.

Australian Pharmacist offers your advertising the highest possible frequency of exposure to community pharmacists so that your message ‘sinks-in’.

 Community pharmacists who read every issue  %
 Australian Pharmacist

52

 Pharmacy News  44
 Retail Pharmacy

38

 AJP

 27




Time spent reading

Pharmacists must manage their time effectively – beyond the daily client consultations and management of the pharmacy. The time pharmacists allocate to read pharmacy publications reflects the importance pharmacists place on their content.

Australian Pharmacist is the leading pharmacy publication. It delivers content that meets more practicing community pharmacist’s needs for accurate, timely and informative material.

 Average time exposed to all community pharmacists  minutes
 Australian Pharmacist

57 min

 AJP

 33 min

 Pharmacy News

30 min

 Retail Pharmacy

 28 min




Valued

Pharmacists value their pharmacy journals with more community pharmacists opting to retain them compared to the pharmacy tabloids.

A publication that is kept demonstrates the value the reader places on the content and in turn offers your advertising ongoing exposure with your message being refreshed each time a pharmacist refers back to a publication.

 Pharmacy publications kept by community pharmacists  %
 Australian Pharmacist

60

 AJP  39
 Pharmacy News

 17

 Retail Pharmacy

17

 

SOURCE: McNair Ingenuity Pharmacy Publications Readership Survey, May 2006 - 541 practicing community pharmacists


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