I created this piece to profile the buying behavior of Music Player Network subscribers around non-endemic products. Distributed to potential advertisers outside of core manufacturer advertisers.

1.
ABOUT
MUSIC
PLAYER
NETWORK
The
Music
Player
Network
consumer
media
group
delivers
the
largest
audience
of
musicians
interested
in
all
aspects
of
musical
instrument
performance
and
music
production
technology.
For
40
years,
musicians
have
been
served
the
most
current
product
information,
artist
features,
lessons,
and
applications
tools
to
become
better
players.
Properties
include
Guitar
Player,
Bass
Player,
Keyboard,
Electronic
Musician,
Guitar
Player’s
Guitar
Superstar
competition,
Bass
Player
LIVE!
and
related
special
issues,
websites,
TV
sites,
webinars,
and
e-­‐Newsletters.
METHODOLOGY
On
February
24th,
2011,
surveys
were
sent
out
to
29,651
email
addresses
culled
from
the
combined
BPA
audited
circulation
(180,481)
of
Music
Player
Network
magazines
in
an
effort
to
find
out
more
about
our
subscribers,
their
musical
background
and
their
readership.
The
following
offer
was
made
to
recipients
as
an
incentive
to
complete
the
survey:
By
March
4,
2011,
1403
completed
subscriber
surveys
were
received
with
an
effective
response
rate
of
4.7%.
NATIONAL
SURVEY
OF
READERS
MARCH
2011
All
completed
surveys
will
be
entered
into
a
random
drawing
to
win
one
of
ten
Alesis
Video
Track
portable
audio/video
recorders.

2.
ABOUT
THE
MUSIC
PLAYER
NETWORK
(MPN)
READER
AVERAGE
READER
AGE
►
The
average
Music
Player
Network
reader
is
49
years
old.
Approximately
69%
are
over
45
years
of
age,
29%
are
between
25
and
44
years
of
age,
and
2%
are
24
years
of
age
or
younger.
READER
GENDER
►
The
MPN
reader
is
predominantly
male.
Male
96.60%
Female
3.40%
EDUCATION
LEVEL
►
58%
of
MPN
reader
have
a
Bachelor’s
degree
or
higher.
2.30%
28.30%
69.40%
Reader Age Range
24 or under
25 - 44
45 or over
1.50%
7.20%
30.20% 32.20%
6.40%
19.40%
3.10%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Highest Level of Education Acheived
% of readers

3.
READER
RELATIONSHIP
STATUS
►
The
majority
of
MPN
readers
are
married
or
engaged.
READER
INCOME
►
MPN
readers
have
an
average
2011
projected
household
income
of
$100,367.
67.40%
11.70%
9.30%
6.00%
5.60%
Relationship Status
Married/Engaged 67.40%
Single, never married 11.70%
Divorced/Separated/Widowed
9.30%
Domestic Partnership 6.00%
10.40%
7.40%
8.90%
21.60%
17.70%
18.80%
7.70%
7.50%
0% 5% 10% 15% 20% 25%
less than $30,000
$30,000 - $39,999
$40,000 - $49,999
$50,000 - $74,999
$75,000 - $99,999
$100,000 -
$149,999
$150,000 -
$199,999
$200,000 or more
2011 Projected Household Income
% of readers

4.
READER
ENGAGEMENT
LENGTH
OF
READERSHIP
►
MPN
readers
have
received
or
regularly
read
(at
least
3
out
of
4
issues)
any
MPN
magazine
for
an
average
of
13.82
years.
ADVERTISING
EXPOSURE
►
82.4%
of
readers
read
or
look
at
half
or
more
of
the
product
advertising
in
a
typical
MPN
magazine.
ACTION
TAKEN
%
OF
READERS
Read
all/almost
all
40.90%
Read
about
¾
22.70%
Read
about
½
18.80%
Read
about
¼
9.90%
Skim
only
7.40%
None
0.30%
READER
ACTION
AS
A
RESULT
OF
ADVERTISING
►
Readers
take
significant
action
as
a
result
of
reading
advertisements
in
MPN
magazines
in
the
last
12
months.
ACTIONS
TAKEN
%
OF
READERS
Visited
an
advertiser's
website
77.70%
Conducted
internet
search
for
product
73.80%
Purchased/ordered
a
product/service
55.20%
Discussed
ad
with
others
42.80%
Contacted
dealer,
supplier
or
representative
32.40%
Recommended
a
product/service
25.00%
Filed
ad
for
future
reference
24.60%
Passed
along
ad
to
others
22.80%
Contacted
advertiser
in
some
other
way
10.50%
No
actions
taken
5.10%
Other
1.90%
7.60% 7.60% 8.60% 8.50% 7.70%
9.60%
14.40%
12.60% 13.00%
10.30%
0
5
10
15
20
35
years
or more
30 -34
years
25 -29
years
20 -24
years
15 - 19
years
10 - 14
years
5 - 9
years
3 - 4
years
1 - 2
years
less
than 1
year
% of readers

5.
READER
PURCHASING
PRODUCT
OWNERSHIP
►
MPN
readers
and
members
of
their
respective
households
own
a
variety
of
consumer
technology
products.
13.90%
15.00%
15.60%
34.90%
41.90%
46.10%
47.90%
52.10%
53.40%
54.10%
61.60%
65.70%
69.30%
91.40%
92.60%
0% 20% 40% 60% 80% 100%
Streaming video device (Roku, Apple
TV, etc.)
Tablet computer (iPad, Samsung Galaxy,
etc.)
e-Reader (Kindle, Nook, etc.)
Blue-Ray player
Bookshelf stereo system (compact, iPod
dock, etc.)
GPS device
Home theater system
Digital video camera
Video game console (Xbox, Playtation,
Wii, etc.)
Smart phone (iPhone, Android,
Blackberry)
Multi-component stereo system
Portable Media Player (iPod, Creative
ZEN, Microsoft Zune, etc.)
LCD/LED/Plasma Television
DVD player
Digital camera
Products Owned
% of readers
and/or other
household
members
owning

6.
FUTURE
PRODUCT
PURCHASING
►
MPN
readers
and
members
of
their
respective
households
plan
to
buy
a
variety
of
consumer
technology
products
in
the
next
twelve
months.
1.90%
2.20%
2.70%
4.00%
4.50%
4.50%
4.70%
7.60%
7.80%
10.70%
12.30%
16.20%
18.70%
19.80%
20.10%
0% 5% 10% 15% 20% 25%
Bookshelf stereo system
(compact, iPod dock, etc.)
DVD player
Multi-component stereo system
Streaming video device (Roku,
Apple TV, etc.)
Digital Audio Player / Portable
Media Player (iPod, Creative ZEN,
GPS device
Video game console (Xbox,
Playtation, Wii, etc.)
e-Reader (Kindle, Nook, etc.)
Home theater system
Digital camera
Digital video camera
Blue-Ray player
Smart phone (iPhone, Android,
Blackberry)
Tablet computer (iPad, Samsung
Galaxy, etc.)
LCD/LED/Plasma Television
Future Product Purchases
% of readers and/
or other
household
members planning
to purchase

7.
BEVERAGE
CONSUMPTION
►
MPN
readers
consume
a
variety
of
alcoholic
beverages,
either
at
home
or
away
from
home.
4.80%
6.00%
6.60%
8.10%
8.50%
11.10%
13.00%
13.00%
15.60%
16.30%
19.90%
30.60%
38.40%
45.80%
49.00%
0% 10% 20% 30% 40% 50% 60%
Brandy
Cordials/liqueurs
Whiskey: Canadian
Whiskey: Irish
Gin
Whiskey: bourbon/rye
Bourbon
Rum
Whiskey: Scotch
Tequila
Vodka
Wine: imported
Wine: domestic
Beer: imported
Beer: domestic
Types of Beverages Consumed
% of