The document summarizes the key demographics and characteristics of readers of The History Channel Magazine based on survey data. It finds that readers are more likely than average to be engaged citizens, as they are 4 times as likely to contact elected officials or media about issues. Readers also travel frequently, with the average reader taking 5 overnight trips in the last year and visiting 6 historic sites. Readers have higher rates of education, income, and ownership of electronics and cars compared to average consumers.

1. HMQQ1010
(Source: 2004 Subscriber Study, Readex; 2003 MRI Doublebase)
OUR READERS ARE FOUR TIMES
MORE LIKELY TO GET INVOLVED
THOUGHT &
OPINION LEADERS
Wrote elected official about public business 32% 6%
Wrote to editor of a magazine or newspaper 22% 4%
Took an active part in some local civic issue 20% 5%
Addressed a public meeting 15% 5%
Wrote to or telephoned a radio or television station 14% 6%
Actively worked for a political party/candidate 12% 2%
Visited elected official to express a point of view 11% 3%
ADVERTISING CONTACT
Lien Sarles, Publisher
The History Channel Magazine
Direct: (952) 988-7114
E-mail: lsarles@namginc.com
12301 Whitewater Drive, Minnetonka, MN 55343
Phone: (800) 688-7611 Fax: (952) 936-9169
TRAVEL (last 12 months)
Took an overnight trip 79% 56%
Average # of trips (Base: those who took trip) 5.4 2.7
Average # nights in hotel/motel 13 7
(Base: those who took trip & stayed in hotel/motel)
Traveled by car (Base: those who took trip) 91% 72%
Traveled by plane (Base: those who took trip) 44% 42%
Traveled to historic site/place/event 75% n/a
HISTORIC
PLACES VISITED
Historic monuments 58%
Historic museums/libraries 52%
Historic homes 44%
Historic communities 38%
Historic restorations 30%
READERS VISITED
AN AVERAGE OF 6.4
HISTORIC SITES/
PLACES/EVENTS IN THE
LAST 12 MONTHS
(Base: those who visited
a historic site/place/event)
Cover photo: Mitch Kezar
Lincoln Memorial 2003, Mark Kingsbury
Theodore Roosevelt c. 1909-1932, Library of Congress
Laurel and Hardy 1928, Hulton-Deutsch Collection/Corbis
Challenger space walk 1984, NASA
Thomas Edison c. 1870-1880, Library of Congress
Cover photo: Mitch Kezar
Lincoln Memorial 2003, Mark Kingsbury
Theodore Roosevelt c. 1909-1932, Library of Congress
Laurel and Hardy 1928, Hulton-Deutsch Collection/Corbis
Challenger space walk 1984, NASA
Thomas Edison c. 1870-1880, Library of Congress
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2. DEMOGRAPHICS
Male 87%
Average age 57
Married 63%
Average HHI $85,500
Own home 80%
Average home value $239,000
Any college 75%
Graduated college + 47%
Professional/managerial 56%
Employed 50%
Retired 41%
DO NOT
READ REGULARLY
Archaeology 92%
Military Heritage 90%
Discovery 87%
American History 85%
World War II 83%
American Heritage 83%
Civil War Times 81%
Smithsonian 72%
National Geographic 54%
READER
RELATIONSHIP
Average time spent reading 2.2 hrs
Readers per copy 2.3
Save issue 80%
Magazine moved readers to action 66%
Rated one of favorites/very good 76%
Joined Club to get the magazine 60%
PERSONAL
ELECTRONICS
Desktop computer 76% 60%
Cell phone 75% 63%
Digital camera 42% 10%
Camcorder 35% 24%
Laptop computer 24% 11%
PDA 9% 5%
MP3 player 9% 3%
GPS 8% n/a
AUTOMOTIVE
Plan to purchase a new vehicle (next 24 months) 38%
THE FINER THINGS
Own a vacation/weekend home 10% 3%
Purchased a watch 45% 26%
Average spent on watch $153 $83
Bought a fine writing instrument 15% 2%
Average spent on fine writing instrument $45 $20
Smoked cigars 10% 5%
READERS PLAN TO SPEND AN AVERAGE
OF $26,200 ON THEIR NEXT VEHICLE
BEVERAGES
Beer/ale 54% 36%
Domestic beer/ale 49% 31%
Dinner/table wine 36% 25%
Bourbon/whiskey 32% 14%
Imported beer/ale 25% 19%
Champagne 18% 10%
Port/sherry/dessert wine 11% 3%
HAVE INTERNET ACCESS
Internet access 83% 76%
Used Internet (last 30 days) 91% 76%
Of those who used Internet (last 30 days)
Made purchase for personal/business 49% 32%
Ordered by Internet (last 12 months) 51% 25%
Average spent on Internet orders $421 $381
Ordered by mail/phone/Internet (last 12 months) 83% 43%
Average spent on mail/phone/Internet orders $525 $395
HOME IMPROVEMENTS
Home remodeled/home improved last 12 months 74% 40%
Average spent home remodel/home improvements $10,900 $2,252
HEALTHY LIVING
Use vitamins & dietary supplements (last 6 months) 80% 49%
Controlling diet 75% 37%
Engage in a regular exercise program 59% 12%
OTHER INTERESTS
AND ACTIVITIES
Entertained friends & relatives at home 66% 40%
Cooked for fun 54% 17%
Gardened 47% 38%
Attended music or dance performances 39% 25%
Took photographs as a hobby 38% 12%
Attended a live theater production 32% 15%
Fished 23% 16%
Golfed 17% 12%
Hunted 11% 7%
The official magazine of
the History Channel
Club provides
its devoted members
with entertaining and
educational information
that enhances their
knowledge of, and
interest in, American
history. For its
readers, the history
lesson never ends.
THE HISTORY
CHANNEL MAGAZINE
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The History Channel, The History Channel Magazine and the “H” logo are
registered trademarks of A&E Television Networks. All rights reserved.