Personal, Business Profiles and Reader Habits.

December 18, 2003

NH Business Review Staff,

Readership Profiles Index: Personal | Business | Reader Habits

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+.

Business Profile
Our readers work for growing companies on the move. They are Internet savvy individuals and tend to be senior-level managers.

Over half of our readers (54%) are chairman, CEO or president of their companies. An additional 20% are vice presidents or general managers.
Ninety percent use the Internet regularly. Most companies (75%) have their own Web site; of those who don’t, 43% plan to develop one within the next year.
They work for larger than average, growing NH companies: 35% have 50 or more employees. Statewide, only 5% of companies have 50 or more employees.
Close to 40% of companies have annual revenue of at least $5 million.
Many businesses have relocation/expansion plans in mind. A full 27% plan to upsize or add locations within the next year. Most will require at least 2,000 additional square feet.
The areas most often cited for relocation or expansion are the Merrimack Valley, Seacoast and Lakes Region.
Well over half (55%) hold at least one board of director position, with the average person sitting on two or more boards.

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.