AD-focus is Bauer’s bespoke research project to uncover the value of its specialist audiences. The project outlines our audience’s key characteristics and behaviours and offers an invaluable insight for our commercial partners.
AD-focus is Bauer’s bespoke research project to uncover the value of its specialist audiences.
The project outlines our audience’s key characteristics and behaviours and offers an invaluable insight for our commercial partners.
We hope our commercial partners can use these insights to focus their marketing communications to our audience’s needs and so maximise the returns from their advertising.
Discerning men with high disposable incomes
Average age: 55
97% are male.
97% live in the UK.
70% have careers as board directors, senior management, highly qualified professionals or junior managers.
They have an average household income of £40k.
They have an average personal income of £29k.
Absolutely engaged railway modelling
They have been interested in model railways for an average of 28 years.
Time spent on modelling
They’re indulging in their love of modelling for an average of 8 hours a week, spending 3 hours a week using their model railway, and 5 hours a week working on their model railway.
Total hrs. per week Using it Working on it.
Frequency of modelling
They’re into a wide range of modelling
Type of set up they have
Gauge of Model Rail readers’ set ups
Types of modelling Model Rail readers are involved in
Combined, Model Rail consumers spent more than £19m on gear and equipment in the last 12 months
Average spends on modelling-related gear in the last 12 months
They’re in the market for all the best gear and equipment – and they are looking to buy soon
Intention to buy in the next 12 months
Where they buy from
Why choose Model Rail? (Part 1)
Positively engaged in modelling, they seek, talk about, and buy the gear & equipment they see in the mag
Why choose Model Rail? (Part 2)
You’ll struggle to reach our readers anywhere else!
How often they buy walking-related magazines
35% don’t read Railway Modeller
36% don’t read Hornby Magazine
50% don’t read British Railway Modelling
AD-focus was conducted via self-completion questionnaires sent via email to Bauer databases.
The sample size for Model Rail AD-focus was 1,786.