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June 25, 2018

Corner Office

By The Numbers - Subscribers

Lynda Keever | 6/1/2006

In an age when busy executives hardly have time to eat a bowl of microwaved oatmeal at breakfast, the fact that the average Florida Trend subscriber spends 73 minutes reading an issue of the magazine is significant. That's equivalent to about five holes of golf or an intense workout. And it's 28 minutes longer than the average reader spends on other magazines per issue. But, of course, we know our readers aren't in the least bit average.

The new readership number is just one of many demographics from our most recent subscriber study conducted early this year by New York-based Clear Research and Walker Communications.

The study also showed us that 58% of our subscribers read Florida Trend at home and that they share their copy of the magazine with 2.9 other readers. With our current audited circulation at 52,176, that gives us a total readership of 203,486 per issue.

Overall, the new demographics reflect a growing subscriber affluence:

? 53% of Florida Trend subscribers are millionaires, up from 43% in 2003, when we last surveyed our subscribers.
? Average household net worth has jumped 47% from 2003 to $2.8 million.
? Average household income is now $320,200 (up 52% from 2003).
? The average value of our subscribers' primary residence is $799,400 --
up 64%.

Here are some other interesting demographics on the Florida Trend subscriber:
? One in three owns investment real estate in addition to his or her primary residence.
? One in four plans to move to another residence in the next one to three years.
? In the next 24 months, one in four of our subscribers' companies plans to expand its Florida facilities.
? Half of our subscribers' companies plan to expand their workforce in Florida.
? In the past 12 months, 96% of Florida Trend subscribers took action after seeing an ad or article in the magazine. Specifically, they requested information, purchased a product or service or visited an advertiser's website.
? Our subscribers are obviously making a lot of travel plans and dinner reservations. They stayed an average of 28 nights at resorts or hotels and took an average of 10.5 overnight trips to Florida destinations in the past 12 months. Three-quarters dine out 10 or more times a month.
? Our subscribers also lead active family lives, with an average of two children under age 18. And to relax, 68% of our subscribers attended sporting events in the past year.

Even with these busy schedules, our subscribers still manage to step out from behind their desks. They represent an involved citizenry, active in their communities, volunteering on non-profit boards and foundations and addressing public meetings. Thirty-seven percent addressed a public meeting last year, and 46% actively work as non-political volunteers.

So in spite of their considerable professional and personal responsibilities, our subscribers see Florida Trend as a must-read resource for studying trends in Florida's competitive marketplace and viewing the products and services they need to stay on top.

By the numbers, we see how you, our valued subscribers, demonstrate a level of trust and commitment to our magazine. That you make Florida Trend an integral part of your busy work day gives us an awesome responsibility. We are committed to maintaining that trust, and learning more about you, our audience, allows us to deliver a product that's insightful, informative and exceeds your expectations.

Tags: Publisher's column

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