Print passion, by MindShare, looked at how regularly readers picked up the top titles, how much they trusted the editorial and how likely they were to switch to rival titles. Kompas is Indonesia’s highest-circulating newspaper and the most expensive for advertisers. But it scored lower than Bisnis Indonesia (which is half the price for a quarter page) in its affinity with upscale male readers, according to the survey.
Top-circulating magazine Hidayah reaches 11 per cent of upper class women, but has far lower reader loyalty than AyahBunda and Femina.
“The study allows us to go beyond the usual reach figures,” said Rubin Suardi, business director of MindShare Indonesia. “Print is an increasingly important medium to reach upper class targets.”
