The wealthy are cheap and old. Those are just a couple of conclusions to draw from our review of magazine reading in households making $250k or more. How else do you explain the presence of Costco Connection and AARP: The Magazine among the most read titles.
When it comes to favorite magazines however, it looks like the wealthy are just as aspirational and over scheduled as the rest of us, putting The New Yorker at the top of their personal Hot List (but apparently never finishing the articles). Only Consumer Reports and National Geographic managed to crack all three of the top 10 lists in “Most Read,” “Time spent per average issue,” and “Favorite Magazine.”
Percent of the $250k+ who say this is one of their favorite magazines:
| The New Yorker | 57% |
| Wine Spectator | 48% |
| National Geographic | 45% |
| The Economist | 44% |
| Architectural Digest | 39% |
| Southern Living | 38% |
| Condé Nast Traveler | 38% |
| GQ | 34% |
| Consumer Reports | 31% |
The most-read magazines in $250k+ homes:
| People | 26% |
| The Costco Connection | 20% |
| National Geographic | 17% |
| Better Homes & Gardens | 17% |
| Time | 16% |
| AARP: The Magazine | 15% |
| Consumer Reports | 12% |
| Sports Illustrated | 11% |
| InStyle | 11% |
| Reader’s Digest | 10% |
Time spent per average issue in minutes:
| Forbes | 59% |
| The New Yorker | 58% |
| The Economist | 57% |
| Money | 55% |
| Golf Digest | 55% |
| Fortune | 52% |
| Consumer Reports | 51% |
| Men’s Health | 50% |
| National Geographic | 50% |
| Businessweek | 49% |
Source: GFK MRI survey of the American Consumer, Fall 2010. Data from Adults living in households with income of $250k+. Titles with fewer than 50 readers were excluded from the rankings.
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