BBM Snapshot: Of men and fashion mags

Survey looks at the stats on the 1.5 million Canadian men who like to indulge in the fashion press.


On the heels of all the September-issue interest in the financial health of fashion magazines, BBM Analytics has released a study looking at the habits and interests of Canadian male fashion mag readers.

There are 1.5 million (5%) Canadian men who read fashion magazines, the survey found, and guys that like them are 2.4 times more likely than average Canadians to make $125,000 or more a year. They are also 2.5 times more likely to have spent $250 or more on men’s shoes in the past year.

Unsurprisingly, men from the Prairies are 40% less likely to read these magazines; more surprisingly, this group is 2.2 times more likely than average to drink Molson Export beer on occasion.

The media habits of men who read fashion mags look a little something like this:
• This group is 2.3 times more likely than average to listen to sports talk or phone-in radio. The top three formats by weekly radio reach are: news/talk (36%), adult contemporary (26%) and hot adult contemporary (20%)
• The top three TV program types watched in an average week are: movies (66%), news/current affairs (57%) and hockey, when in season (49%)
• The top three media by yesterday exposure: television (90%), radio (82%) and Internet (64%)

The preceding information is from the Spring 2009 BBM RTS Canada report, a syndicated consumer media survey of 64,000 Canadians (individuals 12+), conducted twice a year by BBM Analytics.