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Readership & Circulation
Delivering Influence
Lots of Washington publications say they have influence. The Weekly Standard delivers it.
The Standard’s VIP distribution system is unrivaled by any other Beltway publication. Each issue is hand-delivered - by request- every Sunday morning to an exclusive list: the most powerful men and women in government, politics, and the media.
From the White House to Congressional leadership to the top echelon of Washington’s print and broadcast journalists, every important player in the city gets a copy. Articles delivered on Sunday are the foundation of Congressional debates the following week.
Moreover, before breakfast on Mondays, 4,000 requested copies of The Standard are delivered – also by hand - to every Member of Congress, to Congressional committees, and to federal agencies throughout the city.
Our distribution system allows advertisers to target those in office with precision. No other beltway publication can match The Weekly Standard when it comes to marketing to official Washington.
The Beltway and Beyond
The Weekly Standard has a large following of opinion leaders outside the Beltway, as well. More than 65,000 politically active Americans nationwide receive the magazine each week. Again, no other Beltway publication can match The Standard’s circulation.
Affluent and well-educated, this group is the very top tier of opinion leaders across the country. They are loyal and engaged with the magazine. Despite the fact that opinion leaders have little time to consume news, our readers spend TWO HOURS with each issue.
Nearly all of our subscribers (98%) find The Standard enjoyable to read. And fully 93% say it’s one of their favorite magazines.
Below are some of the results of our September 2003 subscriber survey:
Age: 57.5
Gender: 77% male/23% female
Married: 75%
Education:
Some College or more: 95%
College Degree or beyond: 76%
Occupation: 81% professional or managerial
Average HHI: $193,000
Average Net Worth: $1,364,000
Own primary Residence: 92%
Average Market Value: $453,000
Percent owning securities: 93%
Average value of securities holdings: $787,000
Average value of life insurance holdings: $535,000
Median Amount of time spent reading TWS: 1.9 hours
Read 3 or 4 of the last 4 issues: 96%
Read all 4 of the last 4 issues: 87%
Satisfied with the magazine: 99%
Is enjoyable to read: 98%
Has excellent coverage of policy issues: Agree: 97%
Is one of my favorite magazines: 93%
Travel
Fully 60% have a currently valid passport.
An average of 8.7 business trips were taken in the past year among those subscribers who travel for business.
An average of 3.0 vacation trips were taken in the past year among subscribers who vacationed during that time.
Seventy-eight percent (78%) of subscribers reported staying in a hotel/motel in the past 12 months -- with a 12.9 night average stay for the year.
Travelers by commercial airline within the continental U.S. in the past year (62%) report an average of almost six (5.8) domestic airline trips during that time.
Twenty-nine percent (29%) of subscribers traveled outside of the contiguous U.S. by commercial airline in the past year -- averaging 2.4 trips of this type.
Automobiles
More than seven out of ten subscribers (74%) own or lease 2 or more vehicles per household -- 26% own or lease three or more.
Ownership of domestic vehicles (70%) is considerably higher than ownership of imports (55%).
Financial/Insurance/Charitable Donations
More than 9 out of 10 subscriber households own securities (93%). The median value of total securities owned is $189,000 per owning household -- the average is $787,000. Eight out of ten subscribers (80%) say their household uses one or more financial services such as an accountant, brokerage account, investment advisor, Sixty-one percent (61%) of all subscribers say they ordered one or more securities transactions during the past 12 months. The average number of transactions made was 11.7.
The face value of life insurance, other than group life insurance, is a median of $224,000 per owning household -- the average is $535,000.
The total value of charitable donations made in 2002 was a median of $2,058 among donating households -- the average was $4,516.
Household Expenditures
The median and average amounts spent during the past 12 months for various items are shown below -- among purchasing households.
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$ |
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$ |
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Amount Spent In Past 12 Months |
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Median |
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Average |
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Business Travel |
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4,206 |
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8,568 |
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Personal/Vacation Travel |
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3,832 |
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6,159 |
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Home Electronics/Computers |
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2,214 |
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3,256 |
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Women's Apparel |
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912 |
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1,978 |
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Men's Apparal |
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891 |
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1,473 |
Personal Expenditures
The median and average amounts spent in the past 30 days for various items are shown below -- among respondents who made such purchases.
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$ |
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$ |
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Amount Spent In Past 30 Days |
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Median |
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Average |
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Dining at better restaurants |
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169 |
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346 |
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Imported wine |
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80 |
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224 |
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Premium liquor |
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72 |
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155 |
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Domistic wine |
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69 |
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183 |
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Beer |
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39 |
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68 |
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Books: non-fiction |
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74 |
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131 |
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Books: fiction |
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52 |
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100 |
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Fine cigars |
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66 |
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176 |
Internet Usage
Nine out of ten subscribers (90%) say they have access to the internet at work or at home.
The median time spent using the internet is 7.5 hours per week among users -- the average is 11.2 hours per week.
Among subscribers with internet access, three in ten (30%) claim to be registered subscribers with weeklystandard.com.
*Source: Mendelsohn Media Research Subscriber Survey, 9/03
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