Familiar Stories for Ashes Hosts

The battle for cricket's most famous trophy resumes in a few hours, with Australians hoping for a change of ownership, but continuity Down Under is the theme of two recent surveys. GMI / Anholt research finds the country's image little changed, while Ipsos finds its executives combining new media use with reading more newspapers than ever.


Famous for tourism, but stereotypes remain

According to the latest GMI (Global Market Insite) Anholt Nation Brands Index (NBI) study, Australia is seen as the world's number one tourist destination.

But while Australia leads as a chosen holiday location, Simon Anholt, author of the NBI report, confirms that these findings show a lack of knowledge about Australia's other assets, which is born out by the country taking 31st position (out of 35) for perceptions about its cultural heritage. 'The reason is that despite many of those surveyed never stepping foot on Australian soil, the majority have built an image in their minds from films, books and adverts. Consumers need to learn a little more about the country. Instead of Neighbours, surfing and cricket, the world should learn about the abundance of Australia's cultural festivals and its involvement in the Winter Olympics.'

The NBI is an in-depth, analytical ranking of the world's nation brands, and the quarterly worldwide poll of 25,903 consumers across 35 developed and developing countries, measures the power and appeal of a nation's brand image. More information is at www.gmi-mr.com .


Executives remain faithful newspaper readers

While GMI has been examining the strength of Australia's brand, Ipsos has been busy speaking to business executives about their preferred means of receiving business news. Ipsos Media's Australian Business Readership Survey (AUSBRS) is carried out annually to examine media consumption, business decision making, attitudes and lifestyle across more than 2,000 of Australia's senior business executives.

This year, newspapers have the highest penetration of any medium, with 86% of executives claiming to read a newspaper on an 'average business day'. Radio has the second highest penetration of all media (74%), followed closely by free-to air television (65%).

The survey shows that the average time a business executive reads newspapers has increased by 11% in 2006. Yet while newspapers remain important to business executives – with more than half (54%) rating national newspapers as the most reliable source of business and finance news – the survey also recorded significant increases in the time spent using the Internet and viewing pay television.

Most read publications during the week include: The Australian Financial Revue (48%), The Sydney Morning Herald (27%), The Australian (21%) and The Melbourne Age (19%).

Ipsos Australia is on the web at www.ipsos.com.au .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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