Mediamark Research report details consumer reading practices

October 23, 2000 - As a writer, can you ever know enough about your audience? Of course not. The very essence of a well-written piece is that it speaks clearly to a well-defined group of people.

That's why a new study by Mediamark Research is so fascinating. According to the company, a study detailing the reading habits of people interested in consumer magazines hasn't been attempted in nearly 30 years.

For instance, TV Guide reaches 91 percent of its readers within seven days from its issue date. Other weeklies, like Time and Newsweek, only reach 55 percent of their audience in the same amount of time. And for the monthly titles, it takes the entire month to reach just 70 percent of the readership.

A useful tool uncovered on the Mediamark Research web site was a "Top-Line Report" called
Magazine Audience Pocketpiece. I provided a few tidbits of information and was granted access to a report that details the number of estimated men vs. women readers, the total circulation, the number of readers per copy sold, the median age and household income.

The report is issued every Spring and Fall, but Fall 2000 wasn't available to date. Still, it's a useful summary that gives writers added insight, especially if you're pitching to a title for the first time. Another tool is our database, which contains useful information on a number of issues facing writers.