Readership and Demographics
Circulation and Readership
- Circulation = 15,000
- Readership = 60,000 (based on # of readers per issue)
- 76% have been reading In Business for 4 or more years
- 64% keep their issue of In Business for 2 or more months
- 41% refer to In Business at least 2 times a month
- 77% read In Business in the office
In Business is the first choice for business news!
Our readers ranked In Business #1 as their primary source of local business news! (Even combined, the following are a ''primary source'' for only 7% of our readers: Madison Magazine, Business Watch, Corporate Report and Capital Region Business Journal).
Source: Independent Readership & Consumer Survey, MarketTools, Inc., Mill Valley CA
Reader Profile
| Gender |
|
| Male |
59% |
| Female |
41% |
| |
|
| Age |
|
| 25-34 |
6% |
| 35 to 44 |
21% |
| 45 to 54 |
34% |
| 55 and over |
38% |
| |
|
| Household Income |
|
| $75,000-$149,999 |
33% |
| $150,000-$300,000 |
40% |
| $300,001 and over |
16% |
|
| |
Profession: |
|
| |
Owner, partner, president, CEO, CIO, CFO, COO, board chairman, GM, director or other senior management |
77% |
| |
Manager: sales, marketing, advertising |
10% |
| |
Legal, accounting, scientific, sales, education, government, medical and other |
13% |
| |
|
|
| |
Education: |
|
| |
College graduate |
88% |
| |
Post-graduate studies |
26% |
- Average net worth of our readers = $1,508,000
- Average value of primary residence = $435,250
|
Corporate Demographics
| Employee size: |
|
| 50 or less |
58% |
| 51 - 200 |
15% |
| 201+ |
27% |
| |
|
| Gross revenue: |
|
| Gross revenues less than $1 million |
33% |
| $1 - 5 million |
18% |
| $5 - 10+ million |
34% |
| |
|
| Purchasing decisions: |
|
| Accounting |
29% |
| Advertising/Marketing |
56% |
| Banking |
31% |
| Benefits |
25% |
| Cell Phones |
34% |
| Computer Systems |
42% |
| Executive Education |
26% |
| Insurance |
36% |
| Investments |
20% |
| Legal |
24% |
| Local & Long Distance |
26% |
| Move, expand, or renovate office |
35% |
| New Website/Redesign |
40% |
| Office Supplies |
46% |
| Printing |
33% |
| Security |
12% |
| Staffing |
39% |
| Training |
38% |
Business travel & Meetings:
- 86% plan to travel in-state for business in the next 12 months
- 76% plan to travel out-of-state for business in the next 12 months
- 40% plan to host business meetings in Dane County in the next 12 months
- 20% plan to host business meetings outside of Dane County in the next 12 months
Lifestyle Demographics
Personal Travel:
- 95% plan to travel on vacation in the next 12 months
- 77% plan to take 2 or more vacations in the next 12 months
| Hobbies: |
|
| Golf |
54% |
| Boating |
38% |
| Biking |
43% |
| Hunting/fishing |
36% |
| Gardening |
42% |
| Fitness |
59% |
| Gourmet cooking |
23% |
Consumer Buying Habits:
- 38% plan to buy a vehicle in the next 12 months
- 29% play to purchase property in the next 12 months
- 28% plan to remodel or redecorate their homes in the next 12 months
- 33% plan to purchase funiture for their homes in the next 12 months
- 28% plan to buy new investment services in the next 12 months
- 23% plan to find personal legal services in the next 12 months
- 25% plan to buy personal insurance in the next 12 months
Additional information available! Contact advertising coordinator Jessica Hamm at jessicah@magnapubs.com or 608-204-9655 ext. 35 for more information.
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