WHERE OUR READERS SHOP:
Dulles Town Center. . . . . . . . . . . . . . 92.5%
Leesburg Outlet Mall. . . . . . . . . . . . . 84.9%
Wegman’s . . . . . . . . . . . . . . . . . . . . . 78%
Tysons Corner Center. . . . . . . . . . . . 62.9%
Harris Teeter . . . . . . . . . . . . . . . . . . . .60.8%
Tysons II Galleria. . . . . . . . . . . . . . . . 50.5%
Fair Oaks Mall . . . . . . . . . . . . . . . . . . 43%
Balducci’s . . . . . . . . . . . . . . . . . . . . . . 8.1%
READERSHIP DUPLICATION
Washingtonian . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .38.7%
Northern Virginia . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18.3%
Home & Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15.6%
Spaces . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10.2%
Washington Life . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.2%
OUR READERS DINE OUT:
An average of 3.7 times a month
- 50.8% 3 or more times a month
- 22.6% 5 or more times a month
OUR READERS GO OUT:
88.6% attended 1 or more events in the past 12 months
- 47% museum
- 45.9% sports event
- 42.7% live theater/dance/opera
- 29.2% concert/symphony
- 29.7% charity event
- 28.1% art gallery
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OUR READERS:
- 75.6% are regular readers (read 3 or more of last 4 issues)
- 40 minutes is the average time readers spend with the magazine
- Pass-along rate is 2
- 34.8% keep an issue 3 months or longer
- 59.1% saved an ad or visited an advertiser’s Web site
- 33.5% visited and/or purchased an advertised product or service
WHAT OUR READERS LIKE:
- 79.8% have strong/moderate interest in artists profiles
- 57.6% have strong/moderate interest in health and beauty related articles
- 70.8% have strong/moderate interest in interior design articles
- 85.6% have strong/moderate interest in our “DayTripper” and “Further Afield” travel articles
- 74.6% have strong/moderate interest in “Great Escapes” vacation travel articles
HOW ÉLAN HELPS OUR READERS:
- 40.9% shop for quality merchandise
- 36% shop for home furnishings
- 30.7% attend art shows and/or shop for art
- 17.8% shop for a home or new home builder
- 12.9% learn about real estate opportunities or choose a Realtor
- 12.9% choose a physician/dentist/cosmetic surgeon or cosmetic dentist
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OUR READERS’ HOUSEHOLD PURCHASES:
90.1% made 1 or more purchases in the past 12 months
- 59.7% lawn/landscape/gardening products and services
- 51.6% indoor furniture
- 45.7% lamps/lighting fixtures
- 30.4% kitchen appliances
- 29.3% floor coverings
- 28.8% artwork
- 24.5% china/glass/crystal
- 23.9% outdoor furniture
- 19.6% window coverings
OUR READERS ARE HOME IMPROVERS
60.1% made 1 or more updates in the past 12 months
- 20.8% new carpet/flooring
- 15.2% deck/patio
- 15.2% new lighting
- 10.7% new bath
- 9.6% finished basement/attic
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HOME RENOVATION PLANS:
- 45.1% plan to renovate in the next 12 months
- 13.3% plan to spend $20,000 or more
REAL ESTATE PLANS:
- 32.8% plan to either build new construction or buy or sell resale property
- 11.4% plan to build new construction; 7.1% single-family homes
- 21.4% plan to buy or sell resale; 17% single-family homes
- 18.8% plan to refinance
SERVICES TO BE USED:
- 20.3% real estate agent/broker
- 12.2% interior designer
- 9.3% home builder
- 8.7% architect
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MISCELLANY:
- 97.3% attended/graduated college; 28.8% have an MA, JD, MD or PhD
- 90.7% are married
- 44.8% took 1 or more vacations to local resorts
- 33.5% went to a day spa
- 33.4% purchased jewelry, spending $1,000+
- 32.2% had cosmetic surgery or dental cosmetic surgery; 28.3% plan to have cosmetic procedures in the next 12 months
- 21.9% hired a catering service
- 21.4% purchased or leased 1 or more luxury automobiles
- 24.7% plan new carpeting/flooring in the next 12 months
- 21.3% plan to purchase landscape/hardscape in the next 12 months
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