Coverage of Crufts in the Dog World paper/ Target Audience

After going into WHSmith's I noticed there was a specialist newspaper targeted at the very niche market i.e. those interested in finding out the latest news on pure bred dogs.
This newspaper, according to the trade media pack which I found after scouring their website, contains 'specialist breed features and free supplements' and 'has up to 112 pages of news, reports and analysis every week'.
It also states 'Our Crufts coverage is unrivaled and is just one of our carefully tailored
platforms to allow trade advertisers to reach a targeted audience which is predominantly ABC1 with a high level of disposable income'.
This suggests that those who attend Crufts may also have a high level of disposable income.

According to the Crufts website, their  audience in 2011 reached '138,000 dog loving visitors, and three quarters of them are the lucrative ABC1 female demographic with an average household income of £39,253.'


Also I looked at Mintel to see what the typical profile of dog owners was, assuming these are the types to go to Crufts: 


Aged 16 –24, 45 -54

Married

Third age/retired

Not working

Household income £15,500-£24,999

Mintel also stated that:

Displaying their nurturing side, women are more likely to own a cat or dog and that 14% of adults (aged 15+) out of 2,014 owned one dog and 6% owned two or more. 


Families with older children are most likely to own dogs nearly a fifth own a dog.This could apply to Crufts' offer of under 8s going free as there may not be many families with children of that age that own a dog. However, those that don't actually own dogs may also want to go although I would see this as less likely. 



Third agers are also a key market for dog and cat ownership; many will have seen their children leave the family home and are looking for something to fill the gap.


With less family commitments, third agers will have more free time to devote to caring for their pet; particularly in the case of exercising a dog.


Many third agers enjoy a high level of disposable income. 



Some of these results are slightly different to the profile from the Crufts website, however Crufts state that three quarters of them tend to fit their profile so perhaps the rest fit more into Mintel's profile. 

The Dog World newspaper featured a large advert for Crufts alongside a large article. This advert was placed roughly 2 months before the event. 


References:


http://www.dw-media.co.uk/media-packs/trade_media_pack_2011_A4_low_res.pdf
Crufts. (2011). Sponsors. Available: http://www.crufts.org.uk/sponsors. Last accessed 1st Feb 2012.
Mintel . (2009). Consumer- Pet Ownership. Available: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=479879/display/id=512863#hit1.