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Who Reads Green Living? : River Valley edition : Saturday, 18 November 2017 08:52 EST : a service of The Public Press
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The spirit of resistance
to government is so
valuable on certain
occasions, that I wish it
always to be kept alive.
– Thomas Jefferson



Who Reads Green Living?

     by Marshall Glickman

Pioneer Valley edition reach
Approximate area of Pioneer Valley distribution

Champlain edition reach

Approximate area of Champlain distribution

Columbia River edition reach
Approximate area of Columbia River distribution

Upper Valley edition reach
Approximate area of Upper Valley distribution

With regard to demographics, we were wondering the same thing. Unfortunately we don't have the resources to do a thorough reader survey, so what we've done instead is ask Sierra magazine for a profile of their readers. We choose Sierra for a couple reasons.

Sierra is the largest circulation (500,000+) commercial environmental magazine in the country (Greenpeace puts out a larger circulation publication, but they don't accept advertising and thus they don't have a reader survey). As the largest publication, Sierra's reader survey should be the most statistically accurate.

Green Living has a similar tone to Sierra. We've reprinted several of their articles in past issues and always include a questions and answers column that first appeared in Sierra (naturally, all reprints are done with the appropriate reprint permission).

Is the profile of Green Living readers as desirable as that of Sierra readers? Most likely not. Sierra readers pay for the publication (either directly or from their membership dues to the Sierra Club) and only a small percentage of our readers are subscribers. Still those people that pick up Green Living are a self-selected group obviously interested in the environment. What's clear from Sierra's survey is that people interested in environmental issues are a desirable group to reach. Even if one were to discount Sierra's numbers by 25%, you'd still be reaching a highly educated affluent group of readers.

General Profile Sierra Readers U.S. Adults
SEX
Male
Female
47.3
52.7
47.7
52.3
AGE
18-24
25-34
35-44
45-54
55-64
65+
Median
Average
2.5
19.7
26.9
17.2
13.2
19.7
45.1
47.2
14.8
24.3
19.1
13.2
12.7
15.9
40.4
43.1
COLLEGE EDUCATION
Attended
Graduated
Grad Study
Grad Deg.
95.9
78
57.9
42.3
35.6
17.5
7.8
4.9
Assets/Money Sierra Readers U.S. Adults

HOUSEHOLD INCOME

$25,000+
$30,000+
$40,000+
$50,000+
$60,000+
$75,000+
$100,000+
Median
Average
88.6
82.3
67.8
53.7
44.5
32
18.8
$53.9K
$70.9K
61.9
53.1
36
22.5
13.3
6.5
2.7
$32K
$36K
HOME OWNERSHIP
Own
Med. Value
Avg. Value
Own 2nd Home
78.3
$161K
$209K
28.6
70.3
$75K
$92K
12.8
HOUSEHOLD NET WORTH
$200,000+ 39.5 10.9
$300,000+ 22 N/A
$400,000+ 12.2 N/A
$500,000+ 6.1 N/A
Median $161.3K $75K
Average $209.3K $92K
39.5
22
12.2
6.1
$161.3K
$209.3K
10.9
N/A
N/A
N/A
$75K
$92K
VALUE OF INVESTMENTS*
Up to $25K
$25-49K
$50-99K
$100K+
Median
Average
33.3
15
14.5
26.3
$43.8K
$119.5K
74.5
10.9
9.9
4.9
$8K
$21K
*Base: Those who own investments in addition to real estate
Interests Sierra Readers U.S. Adults
LEISURE ACTIVITIES
Cultural Events
Gardening
Live Theatre
Bicycling
Camping
Hiking
Swimming
Golf
Jog/Run
X-Country Ski
Downhill Ski
Fishing
Tennis
Boating
Fitness Walk
Aerobic Exer.
Birdwatching
Canoe/Kayak
79.1
63.8
63.4
7.8
50.2
59.9
54.3
14.7
26
24.1
19.8
21.4
18.8
18.7
50.6
33.2
31.3
17.7
13.9
N/A
14.5
17
19.8
6.7
24.7
10
8.7
2.5
5.5
20.4
7.1
10.8
N/A
10.4
N/A
N/A
DIRECT RESPONSE
Made a purchase
by mail or phone
Books
Apparel
Gardening
Records/Tapes
Kitchen Item
Food
Collectibles
Camping Equip
Compact Discs
Video Cassettes
85
63.6
72.7
10.5
19
20.7
14.3
11.6
16.5
14.7
11

46.6
N/A
47.6
N/A
16.5
N/A
N/A
6.4
N/A
N/A
N/A
BOOK PURCHASES
Purchased in last 12 months
Median #
Average #
91.5
11.3
15.3

52
6.3
9.5

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River Valley editor: Stephen Morris
advertising : Amelia Shea : 603.924.0056 : RVdesign <at> GreenLivingJournal.com

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