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

TRAVEL HABITS

How many domestic pleasure travel trips (of at least 3 days in length) have you been on in the last 12 months?

• None 10%
• 1 - 2 trips 39%
• 3 - 4 trips 32%
• 4+ trips 19%

Have you taken a domestic vacation air trip in the last 12 months?

• Yes 57%

Have you visited a national park in the last 12 months?

• Yes 76%

Have you taken a foreign trip in the last 3 years?

• Yes 49%

Do you own a valid passport?

• Yes 82%

Did you participate in any of the following activities during a domestic or foreign trip?

• Backpack 51%
• Bike 34%
• Ski 28%
• Run 20%
• Fish 23%
• Hunt 7%
• Other 41%

What types of trips would you consider taking when planning a vacation?

• Educational trip 70%
• Active adventure (climbing, walking, camping, etc) 77%
• Eco Travel (wilderness adventure, safari, wildlife) 61%
• Spa/New Age 11%
• Cruise 14%
• Other 15%

SPORTS AND LEISURE PURSUITS

Hobbies/Leisure Pursuits - What do you like to do for fun?

• Backpacking/Hiking 80%
• Dining Out (at least once a month) 74%
• Outdoor Gardening 72%
• Walking (for exercise) 72%
• Overnight Camping 69%
• Attending Live Musical Performances 62%
• Visiting Museums 61%
• Bicycling 56%
• Photography 56%
• Bird Watching 50%
• Attending Live Theater 41%
• Cross-Country Skiing 37%
• Rafting/Kayaking 35%
• Fishing 30%
• Yoga/Meditation 30%
• Skiing/Snowboarding (Alpine) 29%
• Indoor Gardening 24%
• Running/Jogging 24%
• Other 23%
• Mountain/Rock Climbing 18%
• Boating/Sailing 16%
• Hunting 14%
• Collecting (Antiques, Art, Coins, Stamps, Sport Cards, etc.) 14%