Reader Profile …

Reader Profile                                                                         hAnds-on dECIsIon mAkErs
educated, affluent, HOmeOwners                                                         n Almost 4 of 5 do all/part of house restoration/
n 9 of 10 have attended college                                                          renovation themselves

n Average household income is more than $100,000                                       n they read and keep every issue

n Average home value is $300,000                                                       n make the restoration brand purchasing decisions

ContInuALLy InvoLvEd In                                                                ACtIvE BuyErs, InCLudInG mAIL ordEr
mAjor homE projECts                                                                    And onLInE
n 2 of 3 are currently restoring/renovating                                            n they take pride in their homes and consider design and
                                                                                         decorating part of their restoration projects
n more than 4 of 5 completed projects in the last 2 years
                                                                                       n purchase antiques, home furnishings, art and
n more than 4 of 5 plan new projects in the next 2 years                                 decorating products.
n 5x more likely to renovate than the average u.s. adult population                    n 9 of 10 have ordered through the mail, phone, or the Internet in
                                                                                         the last 12 months




                                 Old-House Journal
            delivers the heart of the restoration and renovation market
                              104,504 paid readership

Purchasing Behavior
Old-HOuse JOurnal readers are buyers
41.6% made a purchase as a result of seeing an advertisement in old-house journal in last 12 months
source: subscriber study conducted by mediamark research Inc. (mrI)


  actiOns taken as a result Of reading
  Old-HOuse JOurnal in tHe last 12 mOntHs

                             49.8% requested information on a product or service

              30.0% Bought/ordered a product or service

               30.7% ordered catalogs/brochures from the resource network section

   14.4% specified a brand

                                         62.7% discussed an article or referred someone to it

       18.5% recommended a product or service

   11.2% suggested a purchase

                                                           85.4% took any of the above actions



                                                                                                                                2008 Old-House Journal /