For the purpose of this research, 500 different locations were surveyed asking for their comments regarding the average amount of customers they get per day, number of readers per day, reading time per visit and the average amount of magazines read per visit.
The results are shown below:
Average no. of visitors per day to waiting area.
41
53
349
Percentage of visitors reading magazines in these locations
100%
38%
46%
Therefore the number of visitors that are readers per day in these locations is
41
20
163
Monthly Readership per location
| Hair & Beauty | Hotels | Cafés / Restaurants | |
| Readers | 41 | 20 | 61 |
| Locations | 500 | 200 | 200 |
| P/Day | 20 500 | 4 000 | 12 200 |
| P/Week | 123 000 | 24 000 | 73 200 |
| P/Month | 492 000 | 96 000 | 292 800 |
| P/Annum | 5 904 000 | 1 152 000 | 3 513 600 |
Client Profile
The average % of children, men and women and age groups per location
| Hair & Beauty | Hotels | Cafés / Restaurants | |
| Men | 29% | 49% | 44% |
| Women | 60% | 44% | 48% |
| Children | 11% | 7% | 8% |
| under 16 | 12% | 7% | 7% |
| P/Month | 492 000 | 96 000 | 292 800 |
| 16 - 24 | 14% | 14% | 18% |
| 25 - 34 | 22% | 20% | 21% |
| 35 - 44 | 21% | 23% | 21% |
| 45 - 54 | 17% | 20% | 16% |
| 55 - 64 | 10% | 11% | 10% |
| 65 plus | 5% | 5% | 6% |
This research is a clear indication of the focused readership that ESTETICA offers both advertisers and promotional partners. It also reflects the dynamism of associating oneself with ESTETICA as it is an internationally renowned publication that caters both directly for the needs of the Hair Salon, and indirectly for the needs of their clients. This readership is characterised by females between the ages of 35 and 60.