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Demographics
Highlights:
- Subscribers are predominantly male (79%), predominantly married (73%), and highly educated—95% have some college or more, and 75% have a college degree or beyond.
- The Weekly Standard's subscribers have an average household income of $177,000—the median is $91,000.
- Subscribers have an average net worth of $1,180,000—the median is $488,000.
- The average age of The Weekly Standard subscriber is 56.7 years—the median is 59.7.
Reader Involvement & Loyalty:
- The median time spent reading The Weekly Standard is 1.7 hours—the average is 1.7 hours.
- High Renewal Rate—89% say they definitely or probably will renew their subscription when it expires.
- When asked to describe The Weekly Standard:
- 97% said it is enjoyable to read.
- 96% said it is bold and thought provoking.
- 92% said it reflects my political views.
- 91% said it appeals to my tastes.
- 94% said it has excellent coverage of policy issues.
Politically Active:
- Nine out of 10 subscribers (91%) took one or more actions as a result of reading The Weekly Standard. Significantly, almost half (48%) of all subscribers directly contacted an elected official.
Low Duplication:
The Atlantic Monthly 6%
Business Week 7%
Forbes 17%
Fortune 5%
Harper's 2%
Money 10%
National Review 34%
The New Republic 10%
Newsweek 19%
The New Yorker 8%
Time 14%
US News & World Report 29%
Travel:
- 6 out of 10 subscribers have a valid passport.
- Weekly Standard subscribers report an average of 9 business trips and 3 vacation trips during the past year.
- Subscribers report an average of 15 nights stayed at a hotel during the past year for business or personal reasons.
- Over half of all subscribers said they rented a car at least once during the past year, with an average of 5 rentals.
- Weekly Standard subscribers report an average of 6 domestic airline trips and 3 foreign air trips during the past year.
Automobiles:
- More than 7 out of 10 subscribers own or lease 2 or more vehicles—24% own or lease three or more.
- The most popular types of vehicle owned/leased are midsize cars (41%) and luxury cars (26%).
Personal Computers and Internet:
- 21% of Weekly Standard subscribers have spent more than $1,000 on personal computer equipment in the past 12 months.
- 65% of Weekly Standard subscribers use the Internet.
Financial/Insurance:
- Nearly 8 out of 10 subscriber households own securities. The average value of securities owned is $921,000 per household—the median is $319,000.
- 8 out of 10 subscribers report their household uses one or more financial services, such as an accountant, broker, or financial planner.
- 65% of all subscribers ordered one or more security transactions during the past 12 months. The average number of transactions is 8.2 during this 12-month period.
- 27% of Weekly Standard subscribers are responsible for procuring bank services at work. 20% are responsible for procuring financial services and insurance programs.
- The face value of life insurance, other than group life insurance averages $522,000 per owning household.
- The total value of charitable donations made in 1997 averaged $4,062 per household.
Expenditures: The median amount spent during the past 12 months per household:
- Business Travel—$4,403
- Personal/vacation Travel—$3,432
- Artwork, Collectibles & Jewelry—$1,233
- Home Furnishings—$1,796
- Women's Apparel—$810
- Home Electronics/Computers—$2,471
- Men's Apparel—$884
- Household or Kitchen Items—$789
Monthly Book Expenditures:
- 84% of Weekly Standard subscribers have purchased at least one book during the past 30 days. The average monthly amount spent on book purchases per subscriber is $134.
Leisure Activities (past year):
- 63% attended a concert, ballet, or live theater performance.
- 65% went to a museum.
- 75% participated in sports activities, including cycling, golf, hiking, sailing, swimming, and tennis.
- 36% took an active role in a civic or social issue.
- 20% served on a charitable or corporate board of directors.
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