What are Edmontonians saying about Edmontonians?

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Readership Profile
Since 1989, Edmontonians magazine has appealed to long-time readers—people of influence and affluence throughout Greater Edmonton. Nonetheless, we are pleased to report that readers new to the monthly magazine account for 14 percent of the total. Research undertaken by Banister Research and Consulting Inc. indicates that Edmontonians readers are mature, well-educated and have higher than average incomes.
Edmontonians’ mission to present “the personality of business in the Capital Region” is clearly being accomplished.Respondents provided a long and varied list of reasons why they read Edmontonians magazine, but the most frequently mentioned reasons were that they liked to read anything about Edmonton, its social scene, business people and business issues in general in the Edmonton region.

WHO ARE THE READERS?

• Fifty-four percent are between the ages of 34 and 55, almost 30 percent are over 55; 16 percent are 18 to 34 years of age. First-time readers likely are females in the younger age category.
• The vast majority—88 percent—attended a post-secondary institution: 50 percent graduated from university;20 percent graduated from a college, technical or vocational school. Eighteen percent have some university or college education.
• Forty-six percent report a household income of $80,000 or more. Those who earn more than $100,000 form the largest sub-group—39 percent—among those surveyed, while seven percent earn between $80,000 and $100,000 annually; an overall 59 percent earn more than $60,000. It should be noted that 24 percent of participants declined providing their income levels.
• • Seventy-eight percent of participants are married, and the vast majority—86 percent—are homeowners. Among these homeowners, 40 percent value their homes from $250,000 up to $500,000, and 11 percent report owning homes worth a half million dollars or more. Twenty-seven percent own homes worth less than $250,000, but more than $150,000.
• Sixty percent of the participating readers were male compared to 40 percent female.
• Our readers love their wheels. In the past three years, 62 percent have purchased a vehicle, 70 percent of which were new. There was a wide range of vehicle values—eight percent were worth $75,000 or more; 13 percent were from $50,000 to $75,000; 30 percent were from $30,000 to $50,000. A slight majority—36 percent—reports paying between $10,000 and $30,000 for their vehicles.
• Edmontonians readers value their leisure time and most are active: 76 percent play sports, workout and engage in outdoor activities. In their spare time, 36 percent like to read and 26 percent like to travel.
• Free enterprise rules among our readers. The most popular articles—appealing to 82 percent of readers—were those on new business.
• Fewer, although still the majority (70 percent), stated their preference for executive profiles.
• New small business profiles, short business items, restaurant and food stories, and polls related to various Edmonton issues were each cited as particular areas of interest by seven out of 10 readers.
• More than six in 10 respondents like our extensive background features, the gossip/social scene, politics, round table discussions, and lively lifestyles (décor/food/wine). Over half expressed an interest in social studies,photo features, science and technology.
• Eighty-six percent of Edmontonians readers are Edmonton Journal readers. They also watch television (49percent), listen to the radio (38 percent), and read other magazines (34 percent).
• Eighty-six percent of readers indicated they have been fans of Edmontonians for several years or since its
• inception in 1989.
• Fifty-four percent share their copy of the magazine with one or more other readers.
• Close to one third get their copies at the Edmonton International Airport, indicating a high frequency of airtravel among readers.