AFAR Readers

AFAR Readers – MRI Reader Profile

AFFLUENT, EDUCATED PROFESSIONALS	COMP	INDEX
Total Adults	900,000	100
Male	43%	89
Female	57%	110
Median Age	48
Adults Aged 25-49	50.5%	111
Adults Aged 25-54	65%	118
Adults Aged 35-54	47.5%	128
Any College+	90%	160
Post-Graduate Degree	29%	307
Employed	73%	121
Professional/Managerial	50%	220
Top Management	12%	291
Professional/Related Occupations	33%	245
Management/Business/Financial Operations	17%	185
Median Household Income (HHI)	$110,411	186
HHI $100,000+	55%	217
HHI $150,000+	33%	319
HHI $200,000+	18.2%	407
Own Home	78%	113
Now Married	67%	123
Parent	35%	87
Average Readers Per Copy	4
PASSIONATE AND ACTIVE TRAVELERS
Own a Valid Passport	80%	216
Took 4+ Foreign Trips in Past 3 Years and/or Domestic Trips in Past Year	45%	250
Took 6+ Foreign Trips in Past 3 Years and/or Domestic Trips in Past Year	29%	315
Took 2+ Foreign Trips in Past 3 Years	37%	310
Took 3+ Foreign Trips in Past 3 Years	23%	370
Fly First/Business Class on a Foreign Trip	11%	330
Stayed at Hotel/Motel 15+ Nights in Past Year	17%	265
Spent 5+ Nights Away On a Foreign in Past 3 Years	55%	250
Spent 11+ Nights Away On a Foreign in Past 3 Years	30%	304

AFFLUENT, EDUCATED PROFESSIONALS
Male	38%
Female	62%
Median Age	49.8
Age 25 – 54	61%
Median Household Income (HHI)	$111,000
Average Household Income (HHI)	$153,000
HHI $150,000+	34%
Graduated College +	75%
Post-Graduate Degree	33%
Employed	72%
Professional/Managerial	81%
Top Management	22%
ENGAGED AND RESPONSIVE
Average minutes spent reading and issue	66
Average # of times and issue is read	3
Read 4 out of 4 issues	64%
Discussed article as a result of reading AFAR	48%
Rated AFAR Very Good or Better compared to other publications read	76%
Take action as a result of reading AFAR (visit site, buy product,request info, etc)	83%