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on magazine readership
GQ is most-thumbed; BW readers get richer
By Jeff Bercovici
Wondering why your copy of GQ is always so dog-eared? Ask the 7.6 guys who read it before you.
An average copy of the men’s magazine from Conde Nast passes through the hands of 8.6 readers, according to the most recent magazine audience estimates from Mediamark Research. That’s up from 8.54 readers for the same period a year ago. Maybe the bikini babe covers have been doing the trick.
By comparison, Hearst’s Esquire, with a comparable circulation (685,000 to GQ’s 720,000), only reaches 3.65 readers per copy, while Men’s Journal, circulation 583,000, reaches 3.07 readers per copy.
Men’s Journal recently hired a new fiction editor in an effort to cultivate a literary image comparable to GQ and Esquire.
But though those two may still have a higher highbrow quotient, Men’s Journal pulls in a slightly more upscale crowd. The median household income of Men’s Journal readers is $59,873—down from $64,154 in 1999, but still ahead of GQ ($55,110) and Esquire ($52,006), not to mention Playboy ($48,603).
Meanwhile, the readers of business magazines have reaped the windfalls of the permanent boom economy across the board.
The median household income of Business Week readers shot from $69,494 last spring to $81,702 in the recent survey.
For Forbes readers, it was $71,589 in 1999 and $80,037 this year, while Fortune readers earned $74,384 per household in 1999 and $80,628 in 2000.
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Fashion |
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2000 Audience (000) |
2000 Circulation (000) |
2000 Readers per copy |
2000 Median age |
2000 Median hh income ($) |
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Elle |
3,783 |
897 |
4.22 |
32.0 |
54,417.2 |
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Harper's Bazaar |
2,799 |
719 |
3.89 |
39.6 |
53,196.7 |
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Vogue |
8,953 |
1,083 |
8.27 |
34.0 |
50,679.6 |
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Men's |
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2000 Audience (000) |
2000 Circulation (000) |
2000 Readers per copy |
2000 Median age |
2000 Median hh income ($) |
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Esquire |
2,499 |
685 |
3.65 |
39.9 |
52,006.1 |
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GQ (Gentlemen's Quarterly) |
6,195 |
720 |
8.60 |
30.2 |
55,110.8 |
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Men's Journal |
1,787 |
583 |
3.07 |
33.2 |
59,873.1 |
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Playboy |
8,722 |
3,141 |
2.78 |
32.8 |
48,603.5 |
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Sisters |
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2000 Audience (000) |
2000 Circulation (000) |
2000 Readers per copy |
2000 Median age |
2000 Median hh income ($) |
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Better Homes & Gardens |
33,591 |
7,605 |
4.42 |
45.2 |
50,170.6 |
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Family Circle |
21,086 |
5,045 |
4.18 |
47.7 |
43,891.5 |
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Good Housekeeping |
23,312 |
4,426 |
5.27 |
46.6 |
46,152.5 |
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Ladies' Home Journal |
14,507 |
4,510 |
3.22 |
49.0 |
46,348.3 |
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McCall's |
13,602 |
4,286 |
3.17 |
46.3 |
43,681.5 |
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Redbook |
9,797 |
2,509 |
3.90 |
42.4 |
48,402.2 |
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Woman's Day |
19,781 |
4,166 |
4.75 |
45.1 |
43,968.7 |
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Business |
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2000 Audience (000) |
2000 Circulation (000) |
2000 Readers per copy |
2000 Median age |
2000 Median hh income ($) |
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Business Week |
4,263 |
980 |
4.35 |
44.1 |
81,702.0 |
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Forbes |
4,472 |
836 |
5.35 |
45.2 |
80,037.1 |
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Fortune |
3,722 |
824 |
4.52 |
39.7 |
80,628.3 |
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Newsmagazines |
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2000 Audience (000) |
2000 Circulation (000) |
2000 Readers per copy |
2000 Median age |
2000 Median hh income ($) |
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Newsweek |
19,130 |
3,241 |
5.90 |
43.9 |
61,365.8 |
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Time |
21,663 |
4,243 |
5.11 |
43.6 |
55,886.5 |
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U.S. News & World Report |
10,070 |
2,332 |
4.32 |
45.2 |
57,756.7 |
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Teen |
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2000 Audience (000) |
2000 Circulation (000) |
2000 Readers per copy |
2000 Median age |
2000 Median hh income ($) |
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Seventeen |
8,069 |
2,310 |
3.49 |
25.0 |
41,957.6 |
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'Teen |
4,940 |
2,059 |
2.40 |
30.7 |
44,262.2 |
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YM |
4,500 |
2,157 |
2.09 |
23.9 |
44,779.9 |
-Jeff Bercovici is a staff writer for Media Life.
