HCN Readers Are:

• Prosperous Progressive
• Highly Educated
• Active & Engaged
• Influential Thought Leaders Driven by their Values
• Environmentally & Socially Conscious

HCN Demographics

• Magazine Total Audience: 60,000
• Total Brand Universe: 179,805
• Median Age: 55.6
• Median Household Income: $63,750
• Educational Level: 98% Graduated or attended college

Selected Demographic Highlights

• 68% Are considered 'influentials' according to MRI
• 92% Have donated time/money/service to a charity/nonprofit organization in the last 12 months
• 97% Are willing to give up convenience or pay more for a product that is environmentally safe
• 47% Have continuing education plans
• 13% Work in education
• 30% of educators use HCN in their classrooms
• 20% Have subscribed to HCN for 10 years or more
• 67% Spend one or more hours reading each issue of HCN
• 48% Have visited a HCN advertiser's Web site or contacted them for info
• 30% Have purchased a product or service advertised in HCN

How many books did you read in the last 12 months?

• 1 - 5 23%
• 6 - 10 22%
• 10 - 15 20%
• 16 - 20 10%
• 20 or more 26%

How many books did you purchase in the last 12 months?

• 1 - 5 36%
• 6 - 10 23%
• 10 - 15 18%
• 16 - 20 7%
• 20 or more 16%

Have you purchased a book you saw advertised or reviewed in High Country News?

• Yes 53%

What types of books have you purchased in the last 12 months?

• Nonfiction 88%
• Fiction 66%
• Science Fiction 13%
• Politics 34%
• History 54%
• Biography 31%
• Bestseller 19%
• Philosophy 15%
• Economics 15%
• Reference 25%
• Travel 33%
• Art 13%
• Other 18%

Have you purchased music in the last 12 months?

Yes 78%

What types of music have you purchased in the last 12 months?

• Classical 37%
• Rock & Roll 58%
• Folk 47%
• Jazz 35%
• Blues/ R&B 31%
• Country/Western 29%
• New Age 12%
• Opera 6%
• Other 18%

Do you play a musical instrument?

Yes 35%

Have you purchased a DVD in the last 12 months?

Yes 52%

What types of DVDs have you purchased/rented in the last 12 months?

• Drama 69%
• Comedy 60%
• Classics 38%
• Foreign 36%
• News/Information/Documentary 58%
• Other 17%

Have you viewed a documentary film in the past 12 months?

Yes 93%