Backyard Magazine Surveys at 67,000 Average Issue Readership in IPSOS EMMA Poll

Backyard magazine has been given an inaugural survey figure of 67,000 average issue readership by the IPSOS Enhanced Media Metrics Australia (EMMA) poll. This means every edition of Backyard reaches an irrefutable 67,000 people, as surveyed by an independent third-party authority. EMMA polls are updated monthly, three months in arrears. This first data release relates to October 2017.

Data highlights include:

• Backyard magazine readers frequent hardware stores — particularly Bunnings — with 22,000 visiting a store one to three times per month or more.
• Readers are very engaged gardeners — 25,000 gardening once a week or more with a further 27,000 gardening once a month.
• Readers like entertaining friends or relatives at home — 28,000 doing so once a month or more.

This good news comes hot on the heels of the publication gaining an increase of ranging in Coles stores last month.

“Our target market is aspirational families who have backyard projects on the go. This target market is the group marketers want — they are at a stage of life when life is LIVED IN THE BACKYARD and are spending on all the products and services that make a backyard shine,” said publisher, Janice Williams. “The surprise in the IPSOS data is that a high percentage of our readers is into gardening — home-grown produce is the new lasting trend that’s making waves among hipsters.”

Backyard magazine offers modern families a plethora of easy-to-do projects that can really add amenity and value to the family home.

About Universal Media Co — The Strength in Outdoor Media

Backyard is published by Universal Media Co. Universal Media Co is Australia’s largest niche publisher that specialises in developing high-value audiences via print and digital media.

The company pioneered outdoor-based media 20 years ago at a time when only gardening magazines existed and today also publishes Outdoor Design & Living, Outdoor Rooms, Outdoor Product Guide and Outdoor Design Source in this category. Universals’ 53 magazine titles also include leaders in the home, craft, bike and lifestyle categories, plus 14 niche web portals. The company owns the Australian Publishing Company and Universal Online Media. Universal Media Co is an independently owned, private company.

For further information, contact Janice Williams on 02 9805 0399.

Promotional copies are available for gardening journalists or bloggers. We ask that an on-air plug and link is provided with every giveaway of copies. For giveaway copies, call Leesa Hughes on 02 9805 0354 or email lhughes@universalmagazines.com.au

Backyard magazine — Being, doing and living in brilliant backyards — Creative Australian living