Research Results Prepared by: Times Media Market Intelligence Unit February 2015 Research Results Prepared by: Times Media Market Intelligence Unit February 2015

 Architecture South Africa, the official journal of The South African Institute of Architects, serves as an ongoing source of reference for architects in South Africa.  A survey was conducted to establish who our readers are, how they feel about the magazine and what we can do better to serve their needs.  An online survey was hosted on SurveyMonkey from 2 December 2014 to 5 February  An er was sent to all SAIA subscribers, a link was hosted on the SAIA website and also promoted in the print copy of the magazine to encourage participation in the survey.  A total of 206 responses was achieved by cut-off date (4.5% of Architecture SA’s 4,561 ABC Jul-Dec 14 circulation).  Prize: one lucky winner received an iPhone 6 plus, 64GB. Methodology & Objectives

Response Rate Per week (n=206) er to subscribers on 1 December 2014 and 19 January 2015 resulted in higher response rates er to subscribers on 1 December 2014 and 19 January 2015 resulted in higher response rates Architecture SA Online Survey 2015

5 Year Trended Circulation for Architecture SA Source: ABCs *First ABC measurement – Apr-Jun 2010 ABC circulation has declined by -15.5% since Apr-Jun 2010

Who reads Architecture SA?

Mostly male, White, average age 45 Architecture SA Online Survey 2015 Age 70% 30 % Average Age: 45

Six in ten are self-employed and Gauteng/W Cape residents Language: English:59% Afrikaans:33% Any African: 6% Any Foreign: 2% Education: Matric: 2% Graduate:28% Honours:20% Masters:47% Doctorate: 2% MBA/MBL: 1% Employment: Self Employed/own business:60% Working for employer: 35% 89% are Practicing Architects; 3% are architectural sudents; 3% retired architects; 5% other (building contractor, urban designer, general manager, lecturer) Province: Gauteng:43% WC:33% KZN: 11% FS: 5% EC: 4% Limpopo/NW: 4% Architecture SA Online Survey 2015

How Architecture SA is read

I read Architecture SA... Issues Read-out of 10 7 in 10 read 5-10 issues (69%) 2 in 6 read 1-4 issues (29%) 7 in 10 read 5-10 issues (69%) 2 in 6 read 1-4 issues (29%) 2.2 readers per copy 8 in 10 keep the magazine for future reference Architecture SA Online Survey 2015

Page traffic Overall Critiques/Illustration is well read and highly rated. Book review is less read but enjoyed by those who do read it. Architecture SA Online Survey 2015

Readers want more of Critiques/illustration of new work and Technical pages Architecture SA Online Survey 2015

Evaluation of Architecture SA

Evaluation of Content 39% would like to see the magazine in a matt finish, 13% in gloss and 48% claimed it makes no difference 39% would like to see the magazine in a matt finish, 13% in gloss and 48% claimed it makes no difference Architecture SA Online Survey 2015

Architecture SA rated very highly Architecture SA Online Survey 2015 Most criteria were rated as good (rather than excellent) in this section

Likes, dislikes and topics currently not featured.... Likes (n=128): Fresh/Contemporary/Relevant/ up-to-date31% Content/Commentary/Opinions18% Articles on new work/Critiques17% Relevant to SA and SA architecture16% Covers/Cover story 5% Graphics/Layout 5% Technical Issues 4% Dislikes (n=129): Advertising/Too many adverts20% Quality of graphics/plans/drawings16% Same architects and stories12% Regions need to be balanced/smaller ones not featured 7% More content needed and plans 5% Magazine should be published more often 5% Nothing 28% Topics currently not featured (n=120) Design Process/Featured Projects18% Green issues architecture14% Reviews on buildings/Technical Info12% Interviewing Architect Firms/Practices 10% Student work/Young Architects 5% International Architecture 4% Highlight poor architecture 4% Community driven projects 3% Architecture in Africa 3% None 21% Architecture SA Online Survey 2015

Front cover preference Cover 1 Rating: 6.2 out of 10 Cover 2 Rating: 6.5 out of 10 Architecture SA Online Survey 2015

Format and Advertising Preferred Format (Online preference average age = 44) Advertising Architecture SA Online Survey 2015 Average age = 42

Internet

Internet access and usage Access the Internet via: Via desk top computer:67% Cell phone/Smartphone:53% Laptop :51% Ipad/Tablet:38% Access the Internet via: Via desk top computer:67% Cell phone/Smartphone:53% Laptop :51% Ipad/Tablet:38% Architecture SA Online Survey 2015

Architecture SA Online Only 15% access Architecture SA Online Other Mags: Architectural Review RIBA Journal Urban Green File Magazines read/accessed (Duplication may occur) Architecture SA Online Survey 2015

Pricing Range for Architecture SA They would be prepared to pay R28.50 on average if Architecture SA was sold. They would be prepared to pay R28.50 on average if Architecture SA was sold. Architecture SA Online Survey 2015

SAIA Members

SAIA Members-value added benefits they would like... 84% are SAIA members Better engagement with government on issues – 13% Access to legal advice/legislation – 18% More affordable CPD courses – 17% They need more practice info/more workshops – 17% The architectural profession should be marketed more – 11% Discounts on magazine subscriptions – 7% Architecture SA Online Survey 2015 None – 12% Other – 5%

Thank You