October 20, 2014

Corner Office

A Portrait of You: Affluent, Influential, Involved

Lynda Keever | 11/1/2008


Lynda Keever, Publisher

Over the past several months we’ve been surveying our subscribers, and the results are in. If you were one of the almost 500 respondents, thank you for taking the time to provide us with your valuable feedback.

One of the things that sets our research apart from syndicated surveys that cover several publications — and sometimes include small samples of Florida subscribers — is that our survey is specific to Florida Trend and paints a clear portrait of our subscribers’ reading habits, personal and professional activities and demographics.

The survey was conducted by Readex Research, which specializes in publication research. It’s more expensive to hire a third party to do the work, but it’s worth it to ensure that the sample represents our 56,600 subscribers. Readex also pays attention to the response rate and to non-response bias so that we’re not just hearing from squeaky wheels. It also ensures precision in the data tabulation and makes sure that the margin of error is relatively low. All of these things add to the credibility and validity that both our readers and advertisers count on from Florida Trend.

Here’s just a sampling of what we learned about our subscribers:

» 54.4 Average age
» 48% Millionaires
» $2.2 million Average household net worth
» $295,000 Average household income
» $770,000 Average home value
» 79% Four-year degree or higher
» 29% Female; 71% Male

Of our employed subscribers, 93% are top executives, managers, professionals or owners of their companies and have purchasing and/or leasing responsibilities for a wide variety of business-related products and services. And as we expected, these are primarily smaller businesses: 63% of Florida Trend subscriber companies employ fewer than 100 employees in Florida.

Even with these busy schedules, our subscribers step out from behind their desks to actively participate in their communities:

» 49% Actively work as non-political volunteers
» 41% Engage in fund raising
» 37% Address public meetings
» 28% Personally contact elected officials to express a point of view
» 26% Contact an the editor of a newspaper or magazine or contact a radio or TV station
» 26% Serve on a non-profit or philanthropic board or foundation

Perhaps the most gratifying statistics we learned from the survey are the ones that show how connected our readers are to Florida Trend:

» 93% Have taken action as a result of reading Florida Trend
» 77% Discussed an article or ad with a colleague, associate, friend or spouse
» 37% Visited an advertiser’s website or the FloridaTrend.com site.

Even more impressive is the average 72 minutes that our subscribers spend reading an issue of our magazine. One in three spends 1½ hours or longer.

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 workday gives us an awesome responsibility. We are committed to maintaining that trust. Learning more about you allows us to deliver a product that’s insightful, informative and exceeds your expectations.

Go to Links More columns by Publisher Lynda Keever are here. Note: Articles older than 30 days require registration (it's quick and free).

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