Recently I ran some research for the PPA around business media. It was a survey amongst people on the databases of business media companies. Some of the quirkiest findings were around extra curricular reading.
My research showed that 61% of respondents read business media in the evening, after work. 44% read it at the weekends and a staggering one in five of us read it on holiday (however, that last stat became less staggering when I realised that I do it). In fact, only 28% of the respondents did none of these things (presumably only reading business media at work).
There’s an obvious link between this behaviour and another stat that said 71% of them like to take their time with business media. I remember talking to an Engineer who had been scouring his place of work to find back copies of the The Engineer magazine to take on holiday with him. A deck chair and a pile of The Engineers is heaven for some.
Of course, a lot of this extra curricular reading is done via internet enabled devices. It is done on the spur of the moment and doesn’t require being as pre-planned as our engineer friend. Such devices blur the lines between work and home – or work and the beach.
The research found 67% of us are looking for breaking news on business media websites and that happens a lot via digital platforms outside office hours. I suspect a study of fortnight holidays would show more of that in the first week than the second. It takes time to wind down and we live in an ‘always-on’ society.
It is an opportunity for business media and a chance to use analytics to find out what articles are being read in the evenings, at weekends and during school holidays that are less read during work.
Now, where did I put that copy of The Engineer?