Half of City AM readers eschew other newspapers

by Daniel Farey-Jones, Brand Republic 06-Feb-06, 11:00

LONDON - More than half of City AM readers do not read quality daily newspapers covering business, according to research conducted by the free business newspaper.

The proportion of City AM's readers who never read any of the Financial Times, The Times, The Daily Telegraph, The Guardian, The Independent or the Evening Standard is 52%. The FT is never read by 80% of City AM readers.

The statistics come from an online panel of 1,038 City AM readers, which also showed that they have an average basic salary of £68,000 and 20% of them own a second home.

In the next six months, around 20% are planning to buy a new car and 26% are planning to change jobs.

Jens Torpe, CEO of City AM, said: "Conventional quality and business newspapers do not reach many high-spending professional people working in London's business areas -- we do."

City AM's website is yet to include an online edition of the paper, but does now include a PDF of the day's front page.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.