A Comparison of AOPA PILOT & FLYING MAGAZINE
Ownership:
Aircraft Owners
& Pilots Association
Hachette Filipacchi Magazines
Circulation:
368,929 ABC (6/04)
275,134 ABC (6/04)
|
|
AOPA PILOT |
Flying |
Subscriptions: Individual |
1,268 |
221,882 |
|
Subscriptions: Association |
367,661 |
- |
|
Subscriptions: Public Place/Sponsored Sales: |
- |
28,819 |
|
Single Copy Sales: |
- |
24,433 |
|
Total Paid Circulation: |
368,929 |
275,134 |
Demographics:
% Male:
96%
98%
Ave Age:
52
51
Ave HHI:
$ 189,000
$ 150,530
Ave Net Worth:
$1,088,000
$1,116,500
College Educated:
89%
90%
Readership among FAA
Certificated Pilots:
Read in last 6 mos:
80.0%
61.0%
Read 3 or 4 of 4
issues:
75.0%
38.0%
Publication Evaluations:
Highest Credibility?
56.0%
11.0%
Most Useful?
45.0%
13.0%
Most Valuable Reference?
50.0%
11.0%
If Could Only Read
One?
52.0%
13.0%
Advertising Pages
(2002):
AOPA Pilot
Flying
Pages:
969
755
Market Share:
41%
32%
AOPA Pilot Automotive
Advertising History:
|
|
1997 |
1998 |
1999 |
2000 |
2001 |
2002 |
2003 |
Corvette |
6 |
8 |
6 |
7 |
|
|
|
|
Cadillac Eldorado |
|
1 |
|
|
|
|
|
|
Chrysler Crossfire |
|
|
|
|
|
|
3 |
|
Jeep Grand Cherokee |
6 |
|
9 |
|
|
|
|
Discussion:
While Flying Magazine
may be better known to the public at large, among pilots and aircraft owners,
AOPA Pilot is the lead publication
in the field. It reaches more pilots and aircraft owners than Flying
and is better read than any general aviation publication. In terms of ad
pages, AOPA Pilot is
the market leader by a wide margin.
One point to note is
the 28,000+ Flying circulation
in public places or classified as sponsored sales. While this circulation
may help boost the total average paid circulation, it's not the same as subscriptions
or single copies sold to specific individuals interested in aviation.
If the objective is to
reach pilots and associate the brand with aviation, it would seem to make
sense to first buy the book that reaches the most pilots and aircraft
owners and is the best read. Readers in waiting rooms may be of some value,
but not before a program is put in place in the core book in the aviation
market. Flying is a fine magazine,
but in this field, it's the #2 magazine after AOPA Pilot
.
As part of a multi-title
consumer magazine company, Flying
enjoys the benefit of inclusion in HFM corporate contracts with automobile
manufacturers. We realize that that makes Flying
easier to buy, but we think that AOPA Pilot¹s
greater circulation, reach,
readership and credibility must be considered.
Our conclusion is that
AOPA Pilot is the base buy if
the objective is to be associated with aviation and to influence pilots favorably
toward your car or truck brand.
Sources:
Circulation: June,
2004 ABC Statements
Demographics: AOPA
Pilot Subscriber Study (Erdos & Morgan, 4/03); Flying On-Line Media
Kit
Readership: General
Aviation Publication Reader Preference Study Conducted among FAA Certificated
Pilots
(Erdos & Morgan, 2/03)
Publication Evaluations:
General Aviation Publication Reader Preference Study Conducted among FAA Certificated
Pilots
(Erdos & Morgan, 2/03)