Demographics

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Minnesota Monthly reaches the right audience—highly educated, community conscious, socially active professional with purchase power!

Affluent

29% of Minnesota Monthly readers have a household income of $150,000+, 25% are millionaires.

Average HHI: $157,200
Average Net Worth: $825,300
Total Value of Investment Portfolio: $442,800

Opinion Leaders

Professional/Manager: 59%
Owner/Partner: 21%
Member of a Board of Directors/Trustees: 14%

Connoisseurs

Minnesota Monthly readers are food and spirits enthusiasts.

In the past 12 months:
81% have entertained at home in the past 30 days
10% have used a caterer
97% have dined out in the past 30 days (Average 7 times a month)
They spend, on average, $135 a month dining out
22% of our readers purchased 4 or more cases of wine/distilled liquor in one year

Dedicated

We are the one they read.

They spend an average of 68 minutes reading their issue
93% read three out of four issues
49% save their issues and keep them an average of 3.6 months
They refer back to an issue an average of 2.9 times
Average number of readers per issue is 2.4
49% passed along to someone else

Culturally Refined

Minnesota Monthly readers appreciate the arts.

In the past 12 months:
68% have attended the theater
68% have attended dance/music performance

Community Conscious

Minnesota Monthly readers are philanthropic and societally active.

45% have attended a charity event
20% took an active part in local civic issue
20% wrote to a public official about a matter of public issue

Well Traveled

Minnesota Monthly readers go places.

Active

Minnesota Monthly readers are passionate about life.

Educated

Minnesota Monthly readers are over 5 times more likely than total US population to have a Graduate degree or higher.

Involved

Committed to Minnesota Monthly.

61% dined at a restaurant seen in Minnesota Monthly
21% used us for restaurant selection
22% visited an advertiser’s website
56% saved items of interest
10% requested information on product seen in Minnesota Monthly
27% visited a store they saw in Minnesota Monthly
20% bought product based on Minnesota Monthly
26% made a recommendation based on reading Minnesota Monthly

Age

50% of Minnesota Monthly readers are between 35-54 — the age group with purchase power.

18–34: 7%
35–44: 16%
45–54: 29%
55–64: 25%
65+: 22%
Average Age: 54

RESIDENCE OWNERSHIP

Marital Status

Married: 74%
Single: 8%
Widowed, Separated, or Divorced: 17%

Gender

Female: 80%
Male: 20%

Paid Circulation Overview: Rate Base 65,000

Six-Month Circulation Average (6/30/06): 70,004
Subscribers: 63,826
Single Copy: 6,178

Source: MRI Custom Subscriber Study 2005