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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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