Subscriber Demographics • 27% Native American • 37% between age 25-54 years • 65% Female • 67% Completed either college or graduate school degree • 68% Home ownership average value: $200,000 • Average combined household income: $111,000 • Total Average net worth of self and all household members: $445,000 • 41% upper to middle management career positions
Our Readers, Their Comments About Us • 80% considered “in-depth” readers. • 89% excellent quality of writing/range of topics • 86% find articles very educational. • 83% find articles very stimulating • 81% excellent or very good value.
Qualified Readership/Your Advertisement • 70% read each issue one hour or more • 3.1% pass each issue along to family and friends • 55% save the magazine for future reference •
48% of our readers either contacted an advertiser and/or purchased
the product or service as a direct result of reading an advertisement
in Native Peoples
Purchasing Power • 83% of our readers buy Native American art from galleries, at art shows or at Native American markets • 75% visit art galleries and museums • 66% purchased Native American jewelry in the past two years • 43% purchased pottery in the past two years •
Overall, our readers spend an average of over $1,000 on Native
American items each year; 40% of whom spend between $500 -
$6,000 • 40% make at least two purchases a year over $500 on Native American art
Travel Information • 61% average four airline trips for pleasure and/or business each year • 61% spend between 3 days to 3 weeks at hotels per year • 41% average 14 days car rentals each year • 53% have visited Southwest United states (25% plan to) • 64% have visited either Northeast or Southeast U.S. (30% plan to visit) • 50% have either visited or plan to visit Northwest U.S.
Our readers are actively interested in Native America • 61% attend pow-wows and Indian art markets • 75% attend at least one Native American art exhibit annually
10/02 Native Peoples Readership Study: Lewis & Clark Research, Raleigh, NC
