MMR Subscriber Survey

Transcription

1 MMR Subscriber Survey

2 Advertising shouldn t be a gamble! How to make sure you re getting your money s worth. In these challenging economic times it is more important than ever to be sure your advertising is reaching your target customers. Advertisers are deluged with claims and counter-claims from competing media of all kinds. One simple way to separate the wheat from the chaff is to just ask for proof! For the past eighteen years Moffly Media has invested in a series of studies of the readers of its magazines by wellknown and respected independent research firms a total of well over a dozen surveys have provided our advertisers with in-depth credible information about our readers. We are pleased to present this latest study by the top-flight firm of Monroe Mendelsohn Market Research to add to the long history of reader profiles of our magazines. In nearly every area it corroborates previous studies. The subscribers of our measured magazines Greenwich, New Canaan Darien and Westport are unique. To our knowledge, no other paid circulation magazine, local or national, matches our readers in affluence and education. 89.6% have incomes over $100,000 and their average net worth is $4,148, % are college graduates and nearly half went on to post graduate study. Our newest publication, athome in Fairfield County, is in the process of building its paid circulation, and the Mendelsohn survey shows similar demographics, with 90.9% having incomes over $100,000 and an average household income of $780,000. Of course, the impressive demographics of our subscribers would be meaningless if they didn t read our magazines, which is why paid circulation is so important. We are pleased to point out that for the three town publications as a group more than 90% read every issue. And moreover that 95.7% took action as a result of what they read. There is a gold mine of information on the lifestyles and buying habits of our readers in the attached survey, and we encourage you to see how they fit your marketing strategy and the target audience for your advertising. We want you to be comfortable knowing for sure who you are reaching, and that your advertising dollars are well spent. Cordially yours, Jonathan W. Moffly President, Moffly Media JonathanM@MofflyMedia.com

3 Our magazines have a loyal, influential readership 2.1 hours Average time spent reading each issue $4,148,000 Mean Net Worth $1,634,165,500 Total Discretionary Spending Ipsos Mendelsohn Research Ipsos Mendelsohn Research a division of Ipsos Media CT (formerly known as Monroe Mendelsohn Research) is an internationally recognized, full-service marketing and media research company headquartered in New York City. Founded by Monroe Mendelsohn in 1958 to provide marketing consultation and conduct custom marketing research surveys, the company has expanded beyond the custom research services it had initially been providing and now syndicates one of America s well-known, respected and innovative media surveys, The Mendelsohn Affluent Survey. Methodology In November 2008, Mendelsohn conducted a study of the subscribers of Moffly Publications three regional magazines, Greenwich, New Canaan Darien and Westport, that serve Connecticut s Gold Coast communities. The survey is based on a statistically projectable sample of the magazines 16,900 subscribers. Our subscribers read part or all of 4 out of 4 issues: 93% Greenwich Magazine 88% Westport Magazine 89% New Canaan Darien Magazine 91% Moffly Group 95.7% took action as a result of reading: 67% Discussed something they read 62% Saved one or more issues 50% Passed magazine to someone else

4 Our subscribers are culturally and politically involved: 81% Attended a concert, ballet or live theater 77% Went to a museum 35% Served on a charitable or corporate board of directors 28% Took an active role in a national, civic or social issue 73% Belong to a private club business leaders:* 21% Are owners or proprietors 74% Are professionals 34% Are a member of a Board of Directors/Trustees well traveled: 92% Took a vacation 54% Took one or more foreign vacation trips for an average of 1.8 trips 90% Took one or more domestic vacation trips for an average of 2.6 trips active in sports: 35% Golf 27% Sailing or power boating 35% Tennis 19% Belong to a private athletic/health club DEMOGRAPHIC HIGHLIGHTS GREENWICH NEW CANAAN WESTPORT MOFFLY MAGAZINE DARIEN MAGAZINE MAGAZINE GROUP Men 27% 24% 29% 27% Women 73% 76% 71% 73% Age Household Income Median $ 314,000 $ 367,000 $ 325,000 $ 328,000 Mean $ 844,000 $ 754,000 $656,000 $ 781,000 Financial Assets securities Median (000) $ 1,909 $ 1,250 $ 950 $ 1,519 Mean (000) $ 3,758 $ 2,754 $ 3,094 $ 3,257 primary home value* Median (000) $ 2,009 $ 1,727 $ 1,295 $ 1,708 Mean (000) $ 2,117 $ 1,905 $ 1,581 $ 1,948 value of other real estate Median (000) $ 1,125 $ 786 $ 740 $ 928 Mean (000) $ 1,537 $ 1,286 $ 1,425 $ 1,459 total estimated worth** Median (000) $ 3,500 $ 2,750 $ 2,203 $ 2,888 Mean (000) $ 4,631 $ 3,784 $ 3,337 $ 4,148 Education Any College 97% 99% 96% 97% College Graduate + 85% 90% 87% 87% Post Graduate Study/Degree 50% 44% 45% 47% Moffly Group data combines the weighted circulations of the three magazines * In addition to their primary residence, 19% own other real estate or second homes. ** The value of other real estate owned by 19% of the readers is distributed among all readers to arrive at total estimated net worth, net of any mortgage amounts.

5 Our subscribers dine out and entertain often: 9.1 times * Dined at a fine restaurant 4.2 times * Entertained at home 25% Used a catering service take pride in their home: 21% Used an interior decorator 70% Used a gardening/landscaping service 38% Did a major remodeling or renovation on their home 64% Used a cleaning service 37% Used a home builder/contractor enjoy their automobiles: 73% Own or lease 2 or more vehicles 99% Purchased or leased one or more new cars 60% Purchased a luxury car as a result of reading the magazine: 62% Chose a restaurant 43% Shopped in an advertised store 34% Attended an event advertised or written about 26% Bought a product advertised or written about 71% Discussed something written about with others ANNUAL EXPENDITURES PERCENTAGE OF AVERAGE TOTAL READERS AMOUNT SPENT AMOUNT SPENT Vacations 88% $ 16,600 $ 366,000,000 Jewelry & Watches 50% $ 4,000 $ 50,000,000 Apparel Women s Apparel 89% $ 7,200 $ 160,400,000 Men s Apparel 80% $ 5,200 $ 103,740,000 Children s Apparel 53% $ 2,000 $ 26,500,000 $ 290,064,000 Home Furnishings 75% $ 18,100 $ 340,000,000 Artwork & 60% $ 5,100 $ 76,250,000 Collectibles Computers/Electronics 72% $ 2,500 $ 45,000,000 Entertainment TOTAL discretionary spending of Moffly Media subscribers excluding pass-along $ 1,634,165,500 * Per month