Reader Profile
DISCOVER readers are involved, influential, and totally engaged with our unique content.
97% of Discover's subscribers are "focused" while reading an issue.
70% say they are "fully focused".
Reading time is more than 2 hours per issue.
Median percent of pages read is 78%.
More than 1 in 4 visited an advertiser's website for information.
9 in 10 discuss what they read in the pages of Discover.
| Audience | % Comp | |||
|---|---|---|---|---|
| Adults |
5,809 |
100.0% |
||
| Men |
3,311 |
57.0% |
||
| Women |
2,499 |
43.0% |
||
| Median Age |
43.6 |
|||
| Age 18-24 |
699 |
12.0% |
||
| Age 25-49 |
2,998 |
51.6% |
||
| Age 45-64 |
1,304 |
22.4% |
||
| Median HHI |
$57,988 |
|||
| Graduated College+ |
1,654 |
28.5% |
||
| Professional/Managerial |
1,566 |
27.0% |
||
| Audience |
%Comp |
Index |
||
| Influentials |
971 |
15.7% |
178 |
|
| Held or run for political office |
123 |
2.0% |
342 |
|
| Participated in environmental groups |
487 |
7.9% |
216 |
|
| Written letter to the editor |
641 |
10.4% |
213 |
|
| First to try new technology |
1,890 |
30.5% |
125 |
|
| Give advice on new products |
2,149 |
34.7% |
121 |
SOURCES: 2007 Spring MRI; 2006 MRI Doublebase
DISCOVER immerses the reader in a thought-provoking environment that requires high levels of attention and focus.
- Nearly all (97%) of Discover’s subscribers are “focused” while reading an issue; 70% describe themselves as “fully focused.”
- Reading time is more than 2 hours per issue.
- Median percent of pages read is 78%.
- Nearly half took action based on advertising in the magazine. More than 1 in 4 visited an advertiser’s website for information.
- 9 in 10 discuss what they read in the pages of Discover.
Source: 2007 Erdos & Morgan Study
Marketing messages delivered in DISCOVER get more notice, higher recall, and greater reader action than those found in other media.
- Average Total Recall: 54%.
- Average Brand Association: 74%.
- Average Actions Taken: 52%.
Source: VISTA, May 2007 issue