The ABS survey discovered that among the 4.7 million Australians engaged in some form of cultural activity, 2.7 million were women and a massive 1.4 million of those regularly participated in craft activities.
Craft was most popular among women within the 35–54 age group, breaking down the stereotype that only grannies and pensioners enjoy craft activities such as knitting, quilting, paper crafts.
However, Universal Magazines was not surprised by the ABS findings; it reinforces our long-held belief that crafts are in vogue and a loved recreational activity of a diverse range of women.
“Whether it’s beading, quilting, scrapbooking or knitting, craft is no longer the pursuit of the blue rinse brigade,” says our Associate Publisher, Karen Day. “Craft is the passion of a new generation of women who, between juggling work and family commitments, unwind by putting their creativity to good use and produce something both artistic and practical.”
As Australia’s fourth-largest publisher and the proud creator of The Craft Portfolio, our collection of magazines is dedicated solely to crafts. Our craft titles deliver on-trend projects in a quality environment, with a readership base of mainly women in the 30–55 age group.
“Generally, our readers are busy working women with families; they are pretty time-poor and see their crafty pursuits as a way to express their creativity and unwind from the pressures of their busy lives,” says Karen.
“The only exception to this is Australian Beading, which skews slightly younger due to the popularity of young fashion icons such as Lady Gaga and Nicole Richie who have a beading passion. You will see young girls beading as they copy their style.”
The ABS study also found that 42 per cent of women involved in a cultural activity, be it craft or otherwise, do so merely for enjoyment, with less than 10 per cent receiving some form of remuneration for their activity of choice. This indicates that craft is a passion often indulged.
“Most people seek a creative release from their day-to-day life, so it’s little wonder that craft is seeing such resurgence among Australian women,” says Karen.
At Universal Magazines, we would like bring out your crafty minx. Simply click on the link below and you will receive a FREE digital edition of one of our award-winning craft magazines.
Quilters Companion: http://www.zinio.com/delivery?of=500416235