Personal Profile Overall, readers of New Hampshire Business Review are in the prime of their careers, earning high incomes and investing wisely. A typical reader is middle-aged, sits on at least one board of directors and holds a 4-year college degree or more. These people are making decisions at New Hampshire companies; they are paving the way for the future of the Granite State.
Our readers are 72% men and 28% women with over half in the 35-54 age group and 29% aged 55-64.
The average household consists of 2.7 persons, and has an average property value of $250,000-$500,000. Over 90% own a home or condo.
They are affluent. Over 31% have a family net worth of $1 million or more.
Annual household income averages over $100,000, while the N.H. median average is $42,000.
They are well educated. 75% have at least a 4-year college degree, while 41% have beyond a 4-year degree. They are still learning, as another 40% plan to take additional courses in the future.
They have significant assets. 17% own a rental property, 40% own a vacation home or timeshare. 26% own a boat, 23% own a swimming pool, 87% own a home computer and 51% own fine jewelry.
Our readers tend to drive expensive cars. Most own 2-3 automobiles, with 41% planning to purchase or lease a new car within the next 12 months: 63% plan to spend at least $25,000 or more; another 20% plan to spend $35,000+.
Reader Habits Our readers are loyal and spend a good deal of time reading each edition of New Hampshire Business Review.
75% read every single issue of New Hampshire Business Review.
90% read 3 out of 4 issues.
An average of 3.2 readers enjoy each issue of New Hampshire Business Review.
Over 2/3 of readers spend 30 minutes or more reading the paper, another 35% spend 30-60 minutes reading.
57% read New Hampshire Business Review at the office and 41% read it at home, the remaining 3% read while traveling.
Although the entire paper is read thoroughly, the top 10 favorite pages in New Hampshire Business Review are: Front page, Page 3, In Brief, Flotsam & Jetsam, The Latest, RE/Con, Tech/Net, Street Smart, Editorial/Opinion and Calendar.
93% eat out in non-fast food restaurants 3-9 times per month.
Most spend $200-$299 per month on dining out for business/pleasure.
Favorite radio stations are NHPR, WBZ, WZID, WHOM, WGIR, WOKQ, COOL and WXRV.
All research based on a 3/02 Readership Study by The NorthMark Group, Concord, NH.
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This article appears in the Archive 2003 issue of New Hampshire Business Review