READER PROFILE SEX Male Female 49.9 50.1 103 97 AGE 35+ 50+ Median Age 12.0 86.6 66.9 147 MARITAL STATUS Married 56.5 103 EDUCATION Post Graduate Degree Graduated College + Any College 29.5 71.2 89.2 328 286 162 4.2 186 15.0 232 10.1 185 2.9 22.9 40.5 258 206 182 53.6 37.3 322 62 OCCUPATION Arts, Design, Food, Sports Education, Training, Library Healthcare Practitoners, Technical Legal Management Professional and Related Retired Working HOUSEHOLD INCOME $200,000 + 6.2 $100,000-199,999 16.5 $75,000 + 11.2 Median Income 75,000 + $ 65,300 $ 185,700 109 120 NET WORTH $1,000,000 + $500,000 + 12.9 44.3 Median Net Worth Average Net Worth $ 429,900 $ 584,200 OWN HOME 200,000 + 250,000 + 11.7 7.9 135 120 Average Home Value $ 749,100 272 Source: 2011 GFK MRI Subcriber Study 136 81
UNIQUE READERS WHO DO NOT SUBSCRIBE American Heritage Audubon Budget Travel Conde Nast Traveler Discover National Geographic National Geographic Traveler Natural History Scientific American Sierra Smithsonian None of These WHO DO NOT REGULARLY READ * 96.6 93.1 96.5 96.5 86.7 59.0 93.9 96.3 92.6 97.1 57.2 64.8 94.3 92.6 96.9 95.2 82.8 48.0 92.2 93.5 87.5 96.2 52.8 74.0 * Read regularly is 3 out of 4 issues Source: 2011 GFK MRI Subscriber Study
PSYCHOGRAPHICS : AGREE MOSTLY/SOMEWHAT : AGREE MOSTLY INDEX INDEX I Like Being Physically Active 92.0 I Like Being Physically Active 61.7 Willing to Pay More for a Product that is Environmentally Safe 75.9 158 I Like Being the First to Try New Technology 7.9 123 I Like Doing Things that are New and Different 86.2 130 I Like to Learn About Foreign Cultures 67.2 384 I Like to Try New Products First 33.2 121 On My Vacations, I Prefer to Travel to Places I ve Never Been 50.8 215 I Like to Learn About Foreign Cultures 94.0 156 I Like Doing Things that are New and Different 45.7 333 On My Vacations, I Prefer to Travel toplaces I ve Never Been 84.1 114 Willing to Pay More for a Product that is Environmentally Safe 27.1 272 I Prefer Guided Tours Over Independent Travel 43.1 128 I Prefer Guided Tours Over Independent Travel 14.2 184 Source: 2011 GFK MRI Subscriber Study
FOREIGN TRAVEL TRAVEL DESTINATIONS LAST 3 YEARS: Africa 5.6 220 Alaska 15.2 274 Asia 15.2 139 Australia/New Zealand 5.9 245 Canada 23.9 168 Caribbean 23.6 79 Central America 11.5 229 China 5.9 193 Eastern Europe 9.3 353 England 18.9 253 Egypt 9.6 France 14.3 158 Greece 11.8 448 Hawaii 17.1 157 India 4.3 154 Ireland 10.9 304 Israel 5.3 388 Mexico 29.5 114 Middle East 21.4 611 Russia 4.7 360 Scandinavia 5.9 319 South America 11.8 256 Spain, Portugal 13.0 264 Turkey 11.2 747 Thailand 4.3 Western Europe 54.0 190 TOTAL NUMBER OF TRIPS (FOREIGN) Any Reason 40.8 156 1 32.0 63 2 22.7 116 3 or More 45.3 217 TOOK ANY FOREIGN VACATION: 3+ Days 39.8 2+ Vacations 22.7 3+ Vacations 42.9 SEASONS FOR FOREIGN TRAVEL Jan Mar 38.1 118 Apr June 49.8 135 July Sept 50.8 125 Oct Dec 42.6 156 PLAN FOREIGN TRAVEL (in next 3 years) 43.6 PLAN FOREIGN TRAVEL (in next 12 months) 30.6 TYPE OF TRANSPORTATION USED ON FOREIGN TRIPS: Cruise Ship Rented Car Took Railroad Plane Trips (Scheduled) Plane Trips (Chartered) 39.6 32.7 26.7 86.2 9.0 190 444 425 108 190 Source: 2011 GFK MRI Subscriber Study
DOMESTIC TRAVEL GENERAL TRAVEL TOOK ANY DOMESTIC VACATION: 3+ Days 54.7 2+ Vacations 21.3 3+ Vacations 60.6 TYPES OF TRAVEL LAST 12 MONTHS: General Sightseeing 60.2 Archaeological & 41.2 Historical Areas Cultural Travel 36.5 Beach 32.3 Nature/Scenic Trip 28.6 Camping, Hiking 21.6 Adventure Travel 21.1 Cruise 16.0 HOTELS: Stayed at Hotel 15+ Nights 12.6 LAST 12 MONTHS Took domestic trip Took 3+ vacations/ personal trips Average Took railroad Used a rental car Traveled by airplane Traveled by bus Traveled by Motor Home Plan to take domestic trip (next 12 months) 15.2 60.7 141 182 4.9 9.3 25.1 50.9 6.1 4.7 78.0 268 465 249 117 235 254 STATES VISITED LAST 12 MONTHS Alabama/Georgia Arizona, New Mexico, Nevada Arkansas/Oklahoma California Delaware, Maryland, DC Iowa/Indiana/Illinois Florida Kentucky/Tennessee Louisiana, Mississippi Maine, New Hampshire, Vermont Massachusetts, Connecticut, RI Michigan/Wisconsin Montana, Idaho, Wyoming Nebraska New York, New Jersey, Pennsylvania North Carolina, South Carolina N.Dakota, S.Dakota, Minnesota Texas Utah, Colorado Virginia, West Virginia Washington, Oregon 175 171 7.5 25.9 14.5 9.5 20.8 11.8 8.4 10.4 189 171 226 168 106 146 196 186 13.2 293 13.2 7.3 8.1 26.1 161 221 253 168 14.0 117 7.7 179 12.7 14.1 13.4 14.3 143 200 225 234 14.0 23.1 Source: r: 2011 GFK MRI Subscriber Study
TYPES OF TRAVEL Adventure Travel Archaeological Dig Arch./Historical Sites Beach Camping/Hiking Cruise Cultural Travel Eco Travel General Sightseeing Golf/Tennis Nature/Scenic Trip Spa Volunteerism None CRUISES 21.1 2.8 41.2 32.3 16.0 36.5 4.6 60.2 0.1 28.6 4.0 3.9 8.2 Took a Cruise 3 Cruises 4+ Cruises Caribbean Cruise Europe Alaska South America Canada Other 21.2 14.1 6.7 48.2 33.5 22.9 8.8 5.9 19.4 With Kids 17.9 2.3 36.1 24.7 15.4 33.9 3.9 54.2 8.8 24.2 3.9 3.7 17.5 250 165 229 ------- Source: 2011 GFK MRI Subcriber Study
PRODUCTS WINE & SPIRITS PURCHASED, LAST SIX MONTHS: ELECTRONICS: Brandy Cognac Gin Vodka Scotch Whisky Domestic Wines Imported Wines 10.3 4.4 12.4 19.0 13.5 57.0 38.5 285 103 189 110 280 216 312 TYPES OF CAMERAS OWNED Digital 73.1 35 mm 52.3 91.3 40.5 40.3 13.4 13.9 42.8 70.5 66.2 36.6 15.5 41.7 40.9 205 435 CAMERAS: PLAN TO BUY IN NEXT 12 MONTHS Digital 5.7 MAIL / PHONE / INTERNET: Ordered Anything Financial/Banking Accounts CDs/Tapes/Cassettes Computer Peripherals/Software Cameras/Camera Equipment Airline Tickets Books Clothing/Apparel Event Tickets Other Health/Medical Supplies Hotel Reservations Prescription Drugs / Vitamins ARCH. 195 156 191 127 144 104 191 163 240 426 138 216 OWN PERSONAL COMPUTER? TYPE OF COMPUTER? Desktop Laptop / Tablet Netbook 85.6 105 79.3 62.2 7.2 108 120 477 Source: : 2011 GFK MRI Subscriber Study
BOOKS Participate in Reading Bought Any Books Bought Any Fiction Books Bought Any Non-Fiction Books Bought 7+ Books Mean Books Bought Median Books Bought 87.3 90.9 61.8 71.7 55.9 18.7 11.0 227 178 214 284 134 165 186 TYPES OF BOOKS PURCHASED History Biography Novels Cookbooks Archaeology Art Travel 69.8 40.1 60.6 32.2 43.0 19.1 20.3 469 280 183 163 753 17.6 10.5 31.3 851 279 7.7 Member of Book Club Own Electronic Book Reader Look at / Read Digital Magazine or Newspaper Subscribe to Digital Publications Source: 2011 GFK MRI Subscriber Study
INVESTMENTS Total Value of Investment Portfolio: $100,000-199,999 $200,000-499.999 $500,00+ Mean Median 12.5 29.4 14.9 $ 336,800 $ 149,100 $100,000-199,999 $200,000-499.999 $500,00+ 27.0 34.8 16.1 Mean Median Real Estate Own Vacation/ Weekend Home Own Primary Residence Rent Market Value of Primary Home (Approx.); Including Land: $ 749,100 $ 227,500 125 127 218 272 113 Family's Priorites When Investing: 12.6 355 87.2 12.8 124 45 Long Term Growth/ Capital Apprec. Retirement Funding Preservation of Capital/Principal For Additional Income Tax Shelter/Tax Savings Funding Children's Education 30.8 47.2 29.2 23.3 10.5 10.3 Source: 2011 GFK MRI Subscriber Study
CLOSING DATES ISSUE DATE CLOSING MATERIALS ON SALE DATE January/February 2018 November 6 November 9 December 12 March/April 2018 January 8 January 11 February 8 May/June 2018 March 5 March 8 April 5 July/August 2018 May 7 May 10 June 7 September/October 2018 July 9 July 12 August 9 November/December 2018 September 10 September 13 October 11 January/February 2019 November 5 November 8 December 6 kari na@archaeology.org
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ONLINE READER PROFILE SEX Male Female 48 52 AGE Median Age: 60 EDUCATION Post Graduate Degree Graduated College 4yr+ Any College 37 70 93 HOUSEHOLD INCOME $100,000 + $75,000+ Median Income 22 34 $60,000 READERSHIP of PRINTED VERSION of MAGAZINE: A RCH AEOLOGY MAGAZINE M AGAZINE 36-36 33rd Street, Suite 301 Long Island City, NY 11106 Main: 718.472.3050 Fax: 718.472.3051 Yes Read 4 out of 4 Read 3 or 4 out of 4 76 77 86 SUBSCRIBE 82 10 + years 7-10 years 4-7 years 1-4 years Less than one year Regularly purchased on Newsstand 18 10 22 33 9 8 Source: 2014 Online Study - Castle Builder
ONLINE PSYCHOGRAPHICS LEISURE ACTIVITIES PARCIPATED IN (LAST 12 MONTHS): Read Books 96 Went to museums 82 Attended music/dance/live theater 48 Engaged in photography 37 Engaged in physical fitness program 40 Participated in charity events 33 Took adult education classes 27 Attended Lectures 49 Attended a cooking class 6 AGREE WITH THE FOLLOWING STATEMENTS: I am curious: wanting to explore and learn about new things 95 I like doing things that are new and different 93 I like Being physically active 88 I am willing to pay more for a product that is environmentally safe 81 I prefer products that offer the latest technology 69 I like adventure: seeking adventure and risk 48 People come to me for advice before making a purchase 48 I m always one of the first of my friends to try new products or service 37 I am curious: wanting to explore and learn about new things 95 AEOLOGY MMAGAZINE 36-36 33rd Street, Suite 301 301 Long Island City, City, NY NY 11106 Main: 718.472.3050 Fax: 718.472.3051 Source: 2014 Online Study - Castle Builder
.ORG INFORMATION CONTENT-RICH WEBSITE: Daily News Interactive Digs Marketplace Online Exclusives Travel links Photo Slideshows; Videos Exclusive Online Features Active Social Media Purchase ADVERTISING OPPORTUNITIES: Homepage Banners Marketplace Banners Email Blast Advertorials E-Update Sponsorship Customized Products WEBSITE STATISTICS: A RCH AEOLOGY MAGAZINE M AGAZINE 36-36 33rd Street, Suite 301 Long Island City, NY 11106 Main: 718.472.3050 Fax: 718.472.3051 2016 1st Half Impressions: 2016 1st Half Visits: 2016 1st Half Unique Visitors: 6,317,952 3,285,515 342,648 average per month 2015 Total Impressions: 2015 Total Visits: 2015 Unique Visitors: 14,058,428 7,874,378 426,253 average per month 2014 Total Impressions: 2014 Total Visits: 2014 Unique Visitors: 12,287,157 7,275,340 405,958 average per month 2013 Total Impressions: 2013 Total Visits: 2013 Unique Visitors 8,507,614 4,409,832 237,341 average per month 2012 Total Impressions: 2012 Total Visits: 2012 Unique Visitors: 7,825,179 4,794,876 293,341 average per month 2011 Total Impressions: 2011 Total Visits: 2011 Unique Visitors: 5,921,103 3,005,020 162,113 average per month Source: 2015 Google Analytics
ONLINE ACTIVITY & SOCIAL MEDIA FREQUENCY OF SOCIAL MEDIA USE: You Tube - Sometime/Often 77 Facebook - Sometimes/Ofetn 70 Google+ - Sometimes/Often 61 Twitter - Sometimes/Often 22 Linked In - Sometime/Often 45 Pinterest- Sometimes/Often 25 Reddit- Sometimes/Often 5 StumbleUpon- Sometimes/Often 7 Instagram- Sometimes/Often 11 FREQUENCY OF VISITING.ORG: Daily 6 3-6 times a week 7 1-2 times a week 13 1-4 times a week 27 Less than once a month 27 ACTIVITIES DONE ONLINE: Read a news site 95 Researched a trip/destination 77 Buy something 74 Click on an advertisement 49 Looked at a photo gallery 92 Posted a comment after an article 41 Play a game 36 Read a blog 65 Answer a poll 80 Watch video 88 Listen to audio file 66 Share an article via social media or email 72 AEOLOGY MAGAZINEM 36-36 33rd Street, Suite 301 Long Island City, NY 11106 Main: 718.472.3050 Fax: 718.472.3051 FREQUENCY OF WEBISITE VISITS: Afar.com 1 Audubon.org 6 Nationalgeographic.com 31 Nationalgeographic.com/traveler 13 Smithsonianmag.com 27 Discovermagazine.com 17 Travelandleisure.com 5 Source: 2014 Online Study - Castle Builder
FOREIGN ONLINE FOREIGN VEL TRA TRAVEL GENERAL TRAVEL TOOK ANY FOREIGN VACATION Past 12 Months: Any 38 2+ Vacations 24 ACTIVITES or PLACES CONSIDERING (Next 12 Months): Museums 75 Historic Sights 77 Cultural/Edu. Travel 53 Family vacation 32 Beach/Lake 30 Camping/Hiking 22 Adults Only 21 Archaeological digs Volunteer/Charity 33 7 Active Sports 7 Adventure travel 11 Cruise 21 Eco-travel 11 Health spa or retreat 8 MAGAZINE ARCH AEOLOGY M AGAZINE 36-36 33rd Street, Suite 301 Long Island City, NY 11106 Main: 718.472.3050 Fax: 718.472.3051 TRAVEL DESTINATIONS (LAST P 3 YEARS) Africa 4 Alaska 9 Asia 9 Australia/New Zealand 4 Canada 18 Caribbean 13 Central America 7 Eastern Europe/Russia 6 Israel 3 Mexico 13 Mid Atlantic 20 Middle East 4 Mid West 25 Mountain 23 Northeast 30 Norway Pacific 2 31 South America Southeast South Pacific Southwest Turkey Western Europe None 6 31 2 31 6 26 10 PLANNED TRAVEL DESTINATIONS (Next 3 Years) Africa 7 Alaska 12 Asia 9 Australia/New Zealand 9 Bermuda Canada 17 Caribbean 13 Central America 18 Eastern Europe/Russia 9 Israel 5 Mexico 11 Middle East 5 Other Western Europe 36 South America 10 South Pacific Turkey 7 4 Source: 2014 Online Study - Castle Builder
DOMESTIC ONLINE DOMESTIC VEL TRA TRAVEL GENERAL TRAVEL TOOK ANY VACATION Any 38 2+ Vacations 24 3+ Vacations 19 ACTIVITES or PLACES VISITED ON VACATION (Past 12 Months) Museums 75 Historic Sights 77 Cultural/Edu. Travel 53 Family vacation 32 Beach/Lake 30 Camping/Hiking 22 Adults Only 21 Archaeological digs 33 Volunteer/Charity 7 Active Sports 7 Adventure Travel 11 Cruise 21 Eco-travel 11 Health Spa or Retreat 8 TEND TO VISIT Archaeology/Cultural/Educational Areas: 83 TYPES OF TRIPS TAKEN Weekend Trips (2-3 Days) 82 4-5 day-long trips 66 Week-long trips 65 Two week-long trips (8-14 days) 46 Longer than 2 week-long trips (15+ days) 29 PLACES VISITED within the U.S. (Past 3 years) Northeast 31 Southeast 31 31 Southwest 31 Midwest 25 Mid Atlantic 20 Mountain 23 PLACES VISITED within the U.S. (Next 3 years) Northeast 24 Southeast 20 28 Southwest 24 Midwest 18 Mid Atlantic 13 Mountain 21 MAGAZINE 36-36 ARCH33rd AEOLOGY Street, M AGAZINE Suite 301 36-36 Long Island 33rd Street, City, NY Suite 11106 301 Long Main: Island 718.472.3050 City, NY 11106 Main: Fax: 718.472.3051 718.472.3050 Fax: 718.472.3051 Source: 2014 Online Study - Castle Builder
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