Subscriber Profile

Midwest Home subscribers have a median household income of over twice the Minnesota median, and an average household income that is two-and-a-half times the national average.*

Demographics

Average age:  54
Female readers:  80%
Male readers:  20%
Attended college:  88%
Professional/Managerial:  59%

Median Household Income

Midwest Home Readers:  $110,000
Minnesota Median:  $51,100
Index:  206

Average Household Income

Minnesota Monthly/Midwest Home Subscribers:  $157,200
US Average:  $63,000
Index:  250

Net Worth

More than 25% of Minnesota Monthly/Midwest Home subscribers are millionaires!
Average net worth:  $825,300
Total value of investment portfolio:  $409,500

Readership Involvement

Average number of readers per issue:  3.8
Average time spent reading:  69.4 min.
Average times referred back to each issue:  3 times
Read three out of four issues:  85%
Saved entire issue:  36%
Passed along to someone else:  49.4%

Homeowners

Own residence:  94%
Own a weekend or vacation home:  26%

Home Office

Midwest Home readers:  52%
US Average:  14%

Remodeling-Decorating/Redecorating-Additions

Plan to remodel their home during the next 12 months:  30%
Used an interior designer/decorater in the past 12 months:  25%
Plan to add to their home (deck, porch, patio, bathroom…) during the next 12 months:  19%

*MRI subscriber study 9/05
*US Census Bureau fiscal year 2006