3.198 million read Open Road says AC Nielsen survey Open Road magazine now has the largest readership of any magazine in Australia with 2.09 readers per copy, or 3.198 million readers, according to a recent AC Nielsen Australia survey of Open Road readers. Publisher of Open Road Bernadette Brennan said she commissioned the survey to determine Members’ response to the redesigned magazine as well as to get an accurate picture of Members’ reading behaviour.

“Historically we have used Roy Morgan Research to provide readership statistics,” Bernadette said.

“However, Roy Morgan surveys every household in NSW as opposed to Member households, providing data that is not an accurate reflection of our readership. This research shows that we are more read than Australian Women’s Weekly or Women’s Day.

“The team is very pleased with the results, particularly the way our new format has increased readership in the younger demographic.” 

The report revealed the following key findings:

• 94 per cent or 3 million readers either read or glance through the whole magazine.
• 97 per cent of readers feel the redesigned magazine has improved or is at least as good as one year ago, mainly due to the content.
• the new format also engaged more 18-34 year olds – a younger demographic with a higher income. This group view the magazine as a trustworthy source of information and is used, particularly among males as a reliable source of information for new car purchases.
• motoring articles are the most popular parts of Open Road, cover stories and competitions also rate highly.
• leisure and travel articles tend to be of more interest to the female and older readers.
• almost 50 per cent of all Open Road readers claim to have purchased an item as a result of the magazine.