OLD Media Moves

Biz magazines show strong gains among affluent readers

September 10, 2008

A survey released last week by media research company Ipsos Mendelsohn showed that a number of business magazines have increased their influence among rich readers.

The survey researches the media habits and lifestyles of the affluent population in the United States living households with $100,000+ incomes.

Inc. reported a 68 percent increase from 333,000 readers to 560,000 readers in total affluent audience, posting the largest percentage increase among the 99 measured affluent titles this year.

Fast CompanyFast Company also showed double-digit gains in the so-called affluent audience, increasing 26 percent from 315,000 to 398,000 readers, mirroring the magazine’s double-digit increases in both newsstand sales and revenue this year.

Among affluent readers holding top management job titles, Inc. reported a 60 percent increase, from 116,000 to 185,000, while Fast Company reported an increase of 44 percent, from 126,000 to 182,000.

Fast Company ranked No. 1 in three categories. Fast Company readers are the youngest, have the highest median household income, and hold more top management job titles than the readers of its competitors. Among median household income Fast Company now ranks fifth out of the total 99 measured affluent titles in 2008, up from 12th in 2007.

Other business magazines showed modest increases or declined. For example, in total affluent audience, Business Week increased by just percent (1,385,000 to 1,410,000), while Forbes rose 5 percent (1,523,000 to 1,598,000), and Fortune climbed 7 percent (1,484,000 to 1,598,000).

Wired, however, showed an audience decrease of 4 percent (507,000 to 485,000).

The 2008 Mendelsohn Affluent Survey focuses on the top fifth of U.S. households based on current household incomes ($100,000 or higher in 2007).

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