consumer magazine top 10 dmas

Consumer Consumer Magazine Top Magazine Top 10 Markets10 Markets

The Cluster PrincipleThe Cluster Principle People with similar demographic and People with similar demographic and

psychographic profiles have a psychographic profiles have a tendency to cluster together in the tendency to cluster together in the same geographic areassame geographic areas

We initially sought to quantify this for We initially sought to quantify this for both subscription acquisition and both subscription acquisition and retention as well as newsstand retention as well as newsstand distribution planning purposesdistribution planning purposes

MethodologyMethodology Census 2000 data (number of households) Census 2000 data (number of households)

was matched to circulation data for more was matched to circulation data for more than 32,000 5-digit zip codes across the U.S.than 32,000 5-digit zip codes across the U.S.

A magazine readership index was computed A magazine readership index was computed for every zip code (U.S. average = 100)for every zip code (U.S. average = 100)

The average Adjusted Gross Income (AGI) for The average Adjusted Gross Income (AGI) for specific zip codes is from tax year 2000 IRS specific zip codes is from tax year 2000 IRS data, and therefore should be more accurate data, and therefore should be more accurate than self-reported HHI datathan self-reported HHI data

Overview of ResultsOverview of Results The subscribers of this magazine are very The subscribers of this magazine are very

highly concentrated in affluent, highly concentrated in affluent, established communities and growing established communities and growing “outer ring” suburbs of major “outer ring” suburbs of major metropolitan areasmetropolitan areas

Conversely, the magazine has relatively Conversely, the magazine has relatively low concentration in urban areas and low concentration in urban areas and outlying rural communities (C & D outlying rural communities (C & D counties)counties)

The Top 10 Markets by The Top 10 Markets by DMADMA Los Angeles, CA (24,060)Los Angeles, CA (24,060) New York, NY (22,113)New York, NY (22,113) Chicago, IL (11,538)Chicago, IL (11,538) San Francisco, CA (11,505)San Francisco, CA (11,505) Philadelphia, PA (9,823)Philadelphia, PA (9,823) Detroit, MI (8,800)Detroit, MI (8,800) Boston, MA (8,364)Boston, MA (8,364) Washington, DC (6,967)Washington, DC (6,967) Seattle, WA (6,015)Seattle, WA (6,015) Cleveland (5,407)Cleveland (5,407)

#1: Los Angeles, CA#1: Los Angeles, CACalabassas, 91302Calabassas, 91302

Circ Index: 616Circ Index: 616AGI: $150,038AGI: $150,038

Beverly Hills, Beverly Hills, 9021090210


Palos Verdes, Palos Verdes, 9027490274


Newport Coast, Newport Coast, 9265792657


#2: New York, NY#2: New York, NY

Far Hills, NJ, 07931Far Hills, NJ, 07931Circ Index: 1207Circ Index: 1207AGI: $549,521AGI: $549,521

Cold Spring Harbor, NY, Cold Spring Harbor, NY, 0683106831


Pound Ridge, NY, Pound Ridge, NY, 1057610576

Circ Index: 856Circ Index: 856AGI: $250,362AGI: $250,362 Greenwich, CT, Greenwich, CT,

0683106831Circ Index: 627Circ Index: 627AGI: $499,296AGI: $499,296

#3: Chicago, IL#3: Chicago, ILLake Forest, Lake Forest,


Barrington, 60010Barrington, 60010Circ Index: 579Circ Index: 579AGI: $189,099AGI: $189,099

Oak Brook, 60523Oak Brook, 60523Circ Index: 505Circ Index: 505AGI: $201,576AGI: $201,576

St. Charles, 60175St. Charles, 60175Circ Index: 560Circ Index: 560AGI: $106,128AGI: $106,128

#4: San Francisco, CA#4: San Francisco, CADanville, 94506Danville, 94506Circ Index: 707Circ Index: 707AGI: $247,163AGI: $247,163

Alamo, 94507Alamo, 94507Circ Index: 675Circ Index: 675AGI: $230,613AGI: $230,613

Atherton, 94027Atherton, 94027Circ Index: 610Circ Index: 610AGI: $159,250AGI: $159,250 Portola Valley, 94028Portola Valley, 94028


#5: Philadelphia, PA#5: Philadelphia, PA

Villanova, PA, Villanova, PA, 1908519085


Skillman, NJ, Skillman, NJ, 0855808558


Chester Springs, PA, Chester Springs, PA, 1942519425


Fort Washington, PA, Fort Washington, PA, 1903419034


#6: Detroit, MI#6: Detroit, MIBloomfield Hills, Bloomfield Hills,


Rochester, 48306Rochester, 48306Circ Index: 639Circ Index: 639AGI: $120,592AGI: $120,592

Grosse Pointe, Grosse Pointe, 4823048230


Novi, 48374Novi, 48374Circ Index: 587Circ Index: 587AGI: $100,073AGI: $100,073

#7: Boston, MA#7: Boston, MA

Dover, 02030Dover, 02030Circ Index: 526Circ Index: 526AGI: $374,145AGI: $374,145

Carlisle, 01741Carlisle, 01741Circ Index: 622Circ Index: 622AGI: $330,649AGI: $330,649

Harvard, 01451Harvard, 01451Circ Index: 527Circ Index: 527AGI: $166,246AGI: $166,246

Bolton, 01740Bolton, 01740Circ Index: 698Circ Index: 698AGI: $164,394AGI: $164,394

#8: Washington, DC#8: Washington, DCClarksville, MD, Clarksville, MD,


Great Falls, VA, Great Falls, VA, 2206622066


Vienna, VA, Vienna, VA, 2218222182

Circ Index: 363Circ Index: 363AGI: $137,835AGI: $137,835Fairfax Station, VA, Fairfax Station, VA,


#9: Seattle, WA#9: Seattle, WA

Medina, 98039Medina, 98039Circ Index: 581Circ Index: 581AGI: $672,775AGI: $672,775

Mercer Island, Mercer Island, 9804098040


Bellevue, 98006Bellevue, 98006Circ Index: 271Circ Index: 271AGI: $135,590AGI: $135,590

Woodinville, Woodinville, 9807298072


#10: Cleveland, OH#10: Cleveland, OH

Gates Mills, Gates Mills, 4404044040


Novelty, 44072Novelty, 44072Circ Index: 604Circ Index: 604AGI: $99,221AGI: $99,221

Hudson, 44236Hudson, 44236Circ Index: 555Circ Index: 555AGI: $95,640AGI: $95,640

Akron, 44333Akron, 44333Circ Index: 428Circ Index: 428AGI: $93,049AGI: $93,049

consumer magazine top 10 dmas

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