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THE MENDELSOHN AFFLUENT STUDY
BusinessWeek's affluent audience is growing.
The 2007 Mendelsohn Affluent Survey demonstrates that more and more affluent adults rely solely on BusinessWeek for business insight. With a growing audience of higher-income, loyal readers who don't want to miss an issue, BusinessWeek is ideal for luxury advertisers looking to reach success-driven professionals.
- Greater audience growth: For the second year running, BusinessWeek enjoys the largest growth in percent and number of affluent readers among the three-book set (BusinessWeek, Forbes, and Fortune).
- Higher income: BusinessWeek's average and median household income (HHI) are higher than those of Forbes and Fortune.
- More assets: BusinessWeek readers have a higher investment portfolio and total assets than Forbes' and Fortune's readers.
- Loyal readers: 54% of BusinessWeek readers read 3 or 4 out of 4 issues — a higher concentration of loyal readers than Forbes or Fortune.
- One million exclusive affluent readers: BusinessWeek has a higher number and higher concentration of exclusive readers than Forbes or Fortune — 2/3 of BusinessWeek readers don't read either Forbes or Fortune.
| Total BusinessWeek Affluent Readers: | 1,631,000 100% |
| Male | 67% |
| Female | 33% |
| College Graduate + | 73% |
| Top Management | 27% |
| Professional/Managerial | 60% |
| Median Personal Income | $93,864 |
| Median Household Income | $152,869 |
| Median Age | 51 |
| Investment Portfolio > $200,000 | 58% |
For more information about these magazine studies, contact your BusinessWeek Account Manager.
Source: Mendelsohn 2007 Affluent Head of Household Survey (HHI $85,000+)
METHODOLOGY
Frequency/Latest Study
- Annual
- August 2007
Target Universe
- Affluent U.S. heads of household, household income $85,000+
- Population projection: 50,000,000 heads of household
Sample/Response
- 13,490 adults in upper income households
- Donnelly Marketing list using FIND model
- Income verified in questionnaire
- 45% response rate
Method
- Self-completed mail questionnaire
- 16 pages, 3 mailings
Data Collected
- Demographics and business profile
- Consumption of many products and services
- Media Usage: Over 100 magazines/newspapers, TV network viewership, radio listening, Internet usage
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