THE latest travel industry market survey reveals Travel
Weekly has extended its lead over Travel Trade Gazette in all key areas of
reader preference.
The
independent survey by market research company NOP found Travel Weekly is
preferred by agents whether they want news, destination information,
competitions or a new job.
In the key
area of average issue readership, NOP discovered Travel Weekly’s lead over TTG
has grown from 3% in 2000 to 9% in 2003. This is the measure used by the media
to determine the penetration of a title in its market and proves significantly
more people are reading Travel Weekly than TTG every week.
NOP
conducted 500 telephone interviews in March and April 2003 among UK counter
staff and managers for the survey, commissioned by Reed Business Information.
Travel Weekly was voted the most up-to-date read with the best destination
features, mystery shopper, competitions and expert columnists. Agents also
voted it the most lively, modern publication with the best design.
And
despite criticism from some in the trade of our campaigning stance, agents said
Travel Weekly is best at reflecting their views (65% compared to 35% for TTG)
and campaigning on their behalf (60% to 40%). All these factors were identified
as key reasons for voting Travel Weekly the publication they read or look at
first (63% to 37%), the best overall (57% to 43%), and the publication they
would choose if they could only read one (58% to 42%). In all these areas,
Travel Weekly has extended its lead since the last NOP survey in 2000.
Agents –
from counter staff to managers – also prefer Travel Weekly when looking for a
new job.