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............................................................................................................................................Demographic
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Personal
* 80% of our readers
are registered voters
* 68% describe their political philosophy as liberal or middle of the road * 64% are between the ages of 36-65 * 27% are between 25-35 * 74% are women * marital status: single 45% * married 16% * living with significant other 12% * single with children 10% * married with children 14% * 25% have incomes over $20K * 22% over $35K * 26% over $50K * 32% have some college education * 55% graduate or post graduate degrees * 67% read 75% to 100% of paper * 86% own a computer * 26% are self employed * 62% share their copy of the paper with others * 39% save back issues * 66% say that advertising in Aquarius influences their purchases * 82% read advertising in Aquarius Food
* 39% eat in restaurants
1-3 times a week
* 16% more than 3 times a week * 31% one time a week * 35% eat whatever they want * 36% are vegetarian or vegan * 35% buy organic produce
regularly
* 76% buy vitamins & herbs
* 42% shop at natural
food stores
* 58% at supermarket chains Health
* 62% use both
traditional and alternative healthcare
* 23% use alternative only The most popular services are: * Massage 55%
* Chiropractic 54% * Reiki/Energy 28% * Homeopathy 27% * Herbalist 37% Entertainment
* 54% buy 1 or
2 books per month
* 16% buy 2 or more books per month Preferences
in entertainment:
* 83% go to movies
* 13% at least weekly * 34% at least monthly * lectures/seminars 62% * concerts 70% * theater 64% * videos 70% Preferred
TV Channels:
PBS, Discovery, A&E, Travel, Animal Planet, CNN, Sci-Fi, TLC, History, VH-1, BET on Jazz Preferred
Radio Stations:
WABE (classical/NPR news), WCLK (jazz), 99X (new rock), WJZF (smooth jazz & vocals), WRFG (world music), B98.5 (soft rock), WPCH (soft rock), Z93 (classic rock), WSTR (pop), WGST (news/talk) * 60% buy 1-5
tapes or CDs a month
* 9% buy more Preferences
in listening:
* new age/electronics
54% Travel
* 44%
attend 1-3 events a year advertised in Aquarius
* 5% attend 4 or more * 57% travel for business * 11% travel for pleasure monthly * 39% every six months * 25% once a year * 27% travel out of town for retreats/seminars at least once every 6 months * 19% travel out of town for retreats/seminars at least once a year |