How to read this report includes the recent market. Financial Review, The Age, The Saturday This report examines the Victorian Age, The Sunday Age Lapsed market people who have culture market (broken down by both — visited or attended the organisation / Tabloid The Herald Sun, the Sunday — region and artform), as well as artform at some point in their lives, Herald Sun, MX examining the profile of each of the but not in the past three years. Regional paper (free or paid) Any free — Culture Segments. National and Potential market people who have or paid regional or local papers — state findings (compared to research never visited or attended the organisation / Magazines TV listings magazines, news — conducted in 2011) and individual artform, but have expressed an interest in or current affairs magazines, gossip or doing so. organisations’ profiles are reported on celebrity magazines, fashion/lifestyle/beauty separately in Appendices 1 and 2. Ever market everyone that has ever magazines, home or gardening magazines, — visited or attended an organisation / artform music or film magazines, computing or (and is the sum of the recent, current and technology magazines, motoring or Key terms lapsed markets). motorcycling magazines, men’s lifestyle magazines, gay or lesbian magazines, The report uses a number of key terms to Culture Segments Pen Portraits key sports magazines, street press or other describe the market throughout this report: terms types of magazines. people who have visited Recent market — In the Pen Portraits, we have broadly or attended the organisation / artform in the classified publications into the following Technical interpretation past 12 months. categories: Figures have been rounded throughout this Current market people who have — report. In some instances this will mean that, visited or attended the organisation / Broadsheet The Australian, The — for example, pie charts will not add to 100% artform in the past three years. Note this Weekend Australian, the Australian due to rounding.
How to read this report This report examines the Victorian culture market (broken down by both region and artform), as well as examining the profile of each of the Culture Segments. National and state findings (compared to research conducted in 2011) and individual organisations’ profiles are reported on separately in Appendices 1 and 2. Key terms The report uses a number of key terms to describe the market throughout this report: Recent market — people who have visited or attended the organisation / artform in the past 12 months. Current market — people who have visited or attended the organisation / artform in the past three years. Note this includes the recent market. Lapsed market — people who have visited or attended the organisation / artform at some point in their lives, but not in the past three years. Potential market — people who have never visited or attended the organisation / artform, but have expressed an interest in doing so. Ever market — everyone that has ever visited or attended an organisation / artform (and is the sum of the recent, current and lapsed markets). Culture Segments Pen Portraits key terms In the Pen Portraits, we have broadly classified publications into the following categories: Broadsheet — The Australian, The Weekend Australian, the Australian Financial Review, The Age, The Saturday Age, The Sunday Age Tabloid — The Herald Sun, the Sunday Herald Sun, MX Regional paper (free or paid) — Any free or paid regional or local papers Magazines — TV listings magazines, news or current affairs magazines, gossip or celebrity magazines, fashion/lifestyle/beauty magazines, home or gardening magazines, music or film magazines, computing or technology magazines, motoring or motorcycling magazines, men’s lifestyle magazines, gay or lesbian magazines, sports magazines, street press or other types of magazines. Technical interpretation Figures have been rounded throughout this report. In some instances this will mean that, for example, pie charts will not add to 100% due to rounding.