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MENDELSOHN 2008 AFFLUENT STUDY
The 2008 Mendelsohn Affluent Survey demonstrates that more and more affluent adults rely solely on BusinessWeek for business insight. With a growing audience of higher-income ($100k+), loyal readers who don't want to miss an issue, BusinessWeek is ideal for luxury advertisers looking to reach success-driven professionals.
Highlights from the 2008 Mendelsohn Affluent Study:
- Greater audience growth: Since the 2005 study, BusinessWeek has enjoyed the largest growth in affluent readers (Heads of Household with HHI $100K+) among the three-book set (BusinessWeek, Forbes, and Fortune).
- Higher income: BusinessWeek's median household and personal income are #1 compared to Forbes and Fortune.
- More assets: BusinessWeek readers have a higher median value of HH Liquid Assets than Forbes and Fortune.
- Loyal readers: 58% of BusinessWeek readers read 3 or 4 out of 4 issues — a higher concentration of loyal readers than Forbes or Fortune.
- Exclusive exclusive affluent readers: 68% of BusinessWeek's affluent audience don't read either Forbes or Fortune — more exclusive readers, and a higher concentration of exclusive readers than Forbes or Fortune.
| BUSINESSWEEK READER PROFILE | |
| Total BusinessWeek Affluent Readers: | 1,410,000 |
| Men | 68% |
| Women | 32% |
| College Graduate + | 80% |
| Median Age | 49 |
| Top Management | 27% |
| Management, professional, related | 65% |
| Median Personal Income | $106,043 |
| Median HHI | $163,265 |
| Median Value Financial Accts Incl Princ Home | $1,159,840 |
| Median Value Total HH Liquid Assets | $322,375 |
Source: 2008 Mendelsohn Affluent Survey
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