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. Who will see your adverts? (Part 1) Discerning men with high disposable incomes Age 31% 21% Average age: 55 24% 97% are male. 12% 3% 5% 97% live in the UK. 4% 15-24 25-34 35-44 45-54 55-64 65-74 75+ 27% Social Grade 30% 23% 70% have careers as board directors, senior management, highly qualified professionals or junior managers. 13% 5% They have an average household income of £40k. They have an average personal income of £29k. a b c1 c2 d 2% e Who will see your adverts? (Part 2) 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 Use your model railway Work on your model railway Weekly or more often 45% 53% Several times a month / once a month 24% 24% Less often Never 18% 14% 12% 7% Who will see your adverts? (Part 3) They’re into a wide range of modelling Type of set up they have Gauge of Model Rail readers’ set ups Gauge OO gauge N gauge O gauge HO gauge P4/S4 EM gauge Other % who own 80% 22% 7% 5% 1% 1% 6% 32% 48% 20% Modern Steam Types of modelling Model Rail readers are involved in 92% 63% 45% Ready to run Kit building Detailing 29% Scratch Building Both How valuable are our consumers to you? (Pt. 1) 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 Category Locomotives Rolling stock Power and control Track Buildings and lineside Tools Entry to model shows/exhibitions Scenery Paint % who spent 88% 86% 47% 61% 75% 74% 77% 66% 68% Average spend £291 £146 £143 £95 £78 £35 £26 £30 £20 Total Spend Total spend £7,811,299 £3,826,055 £2,040,974 £1,767,228 £1,760,002 £785,784 £607,425 £605,300 £405,687 £19,609,754 How valuable are our consumers to you? (Pt. 2) They’re in the market for all the best gear and equipment – and they are looking to buy soon 93% agree that modelling magazines are most influential when thinking about buying gear & equipment. Readers say the most important factors when thinking about buying gear and equipment are: Quality Price Reliability Looks Brand Features Intention to buy in the next 12 months % who plan to buy in next 12 months 76% 75% 64% 63% 56% 41% 31% 30% Item Locomotives Rolling stock Scenery Buildings and lineside Paint Track Tools Power and control Where they buy from Locomotives and Rolling stock Scenery and buildings Power and controls Actual shop Online shop 55% 57% 38% 69% 44% 43% Catalogue eBay - new 4% 4% 2% 21% 14% 7% eBay Other secondhand secondhand 33% 12% 7% 15% 7% 4% Why choose Model Rail? (Part 1) Positively engaged in modelling, they seek, talk about, and buy the gear & equipment they see in the mag Most influential: 93% agree that modelling magazines are most influential when thinking about buying gear & equipment. Engaged with the mag: They’ll pick up each issue of Model Rail an average of 10 times. Engaged with advertising: 96% look at the adverts in magazines. Driving online traffic: 99 % have visited a website as a result of seeing it in a magazine in the last 12 months. Driving purchase: 97% have bought something for their modelling interests after seeing an advert in a magazine. Opinion-forming: 45% of Model Rail readers state that other people ask them for model-related advice. They talk to an average of 4 other people about model-related activities. Why choose Model Rail? (Part 2) You’ll struggle to reach our readers anywhere else! How often they buy walking-related magazines 13% 87% 35% 36% 50% 36% don’t read Hornby Magazine 28% 34% 26% 31% 36% 24% Model Rail Railway Modeller Regularly Hornby Magazine Occasionally 35% don’t read Railway Modeller British Railway Modelling Never 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.