elan magazine, Northern Virginia, Great Falls, McLean, Art, Painting, Sculpture, Artists, Dave Reynolds, Luxury

READERSHIP SURVEY: NORTHERN VA

Not surprisingly, our readership survey concluded what most of us who live in either Fairfax or Loudoun–two of the wealthiest and fastest growing counties in the country–know, that our readers are well-educated, prosperous, active and involved in community and cultural affairs.

This is the audience you want to reach.

OUR READERS:

80.3% 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
29% keep an issue 3 months or longer
56.2% saved an ad or visited an advertiser’s Web site
35.9% visited and/or purchased an advertised product or service

WHAT OUR READERS LIKE:

80.1% have strong/moderate interest in artist profiles
82% have strong/moderate interest in our “DayTripper” and “Further Afield” travel articles
73.7% have strong/moderate interest in interior design articles
72.2% have strong/moderate interest in “Great Escapes” vacation travel articles
54.7% have strong/moderate interest in health and beauty related articles

HOW ÉLAN HELPS OUR READERS:

43.9% shop for quality merchandise
43.3% attend art shows and/or shop for art
41.5% shop for home furnishings
24.9% shop for a home or new home builder
19.1% learn about real estate opportunities or choose a Realtor
12.6% choose a physician/dentist/cosmetic surgeon or cosmetic dentist

WHERE OUR READERS SHOP:
Tysons Corner Center. . . . . . . . . . . 76.6%
Dulles Town Center. . . . . . . . . . . . . 64.8%
Wegman’s . . . . . . . . . . . . . . . . . . . . 64.8%
Tysons II Galleria . . . . . . . . . . . . . . 61.7%
Leesburg Outlet Mall. . . . . . . . . . . . 60.1%
Fair Oaks Mall . . . . . . . . . . . . . . . . 48.9%
Harris Teeter . . . . . . . . . . . . . . . . . 46.8%
Balducci’s . . . . . . . . . . . . . . . . . . . . 19%

READERSHIP DUPLICATION
Washingtonian . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46.5%
Home & Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23.9%
Northern Virginia . . . . . . . . . . . . . . . . . . . . . . . . . . . .22.2%
Spaces . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10.9%
Washington Life . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4.8%

OUR READERS DINE OUT:
An average of 4.5 times a month

51.9% 3 or more times a month
10.3% 10 or more times a month

OUR READERS GO OUT:
90.3% attended 1 or more events in the past 12 months

52.2% museum
37% art gallery
32.9% concert/symphony
32.9% charity event
56.4% live theater/dance/opera

OUR READERS’ HOUSEHOLD PURCHASES:
89.5% made 1 or more purchases in the past 12 months

57.9% lawn/landscape/gardening products and services
49.1% indoor furniture
44.3% lamps/lighting fixtures
34.2% kitchen appliances
28.1% artwork
27.5% floor coverings
26.3% china/glass/crystal
24.8% window coverings
23.5% outdoor furniture

OUR READERS ARE HOME IMPROVERS
58.6% made 1 or more updates in the past 12 months

19.7% new carpet/flooring
19.7% new lighting
12.3% new kitchen
12.3% new windows
10.3% new bath
10.3% deck/patio

HOME RENOVATION PLANS:

52.7% plan to renovate in the next 12 months
20% plan to spend $20,000 or more

REAL ESTATE PLANS:

28.2% plan to either build new construction or buy or sell resale property
10.5% plan to build new construction in 2007; 7.1% single-family homes
17.7% plan to buy or sell resale; 13.5% single-family homes
18.2% plan to refinance

SERVICES TO BE USED:

17.9% real estate agent/broker
13.6% interior designer
13.3% home builder
12.1% architect

MISCELLANY:

97.7% attended/graduated college; 36% have an MA, JD, MD or PhD
91.4% are married
43.2% took 1 or more vacations to local resorts
35.7% had cosmetic surgery or dental cosmetic surgery; 29% plan to have cosmetic procedures in the next 12 months
32.4% purchased jewelry, spending $1,000+
31.2% went to a day spa
30.1% purchased or leased 1 or more luxury automobiles
28% own 2 or more homes
23.6% plan to purchase landscape/hardscape in the next 12 months
21.9% hired a catering service