
DEMOGRAPHICS
A Highly Engaged and Discerning Audience
Total Audience | 8,000,000 |
% Female | 90% |
Median Age | 53 |
Median HHI | $78,011 |
Own Home | 74% |
Married | 58% |
Employed | 59% |
Any College | 70% |
Any Kids | 36% |
Source: MRI Doublebase 2017


PSYCHOGRAPHICS
Delivering an audience of engaged fans who are “doers”, big spenders, and highly influential.
ENGAGE
- 86% describe themselves as “doers”
- 3 out of 4 fans engage with the Martha brand across 4 or more platforms
- 98% consider Martha Stewart Living a trusted source for great ideas for recipes, entertaining, and décor
- 90% believe the magazine offers something they don’t get in other magazines
PURCHASE
- 34% more likely than U.S. average to be the primary shopper for household
- In the past 12 months, Martha Stewart Living fans have spent
- $38B on Groceries
- $1.2B on Health and Beauty aids
- $2.5B on Prescription Drugs
- $6.3B on Home Remodeling/Improvements
- $2.4B on Household Furnishings (Big/Low Ticket Items)
- $4.4B on Clothing
- $1B on Fine Jewelry/Watches
- $31B on Auto (Purchase/Lease)
- $11B on Domestic/Foreign Vacations
INFLUENCE
- 10% more likely than U.S. average to influence other’s purchase decisions
Source: GFK/MSL Insiders. 2017 Martha Stewart Brand Involvement Study. GFK MRI Doublebase 2018. Adults. Competitive set: Food Network, O, The Oprah Magazine, Real Simple, Cooking Light, Bon Appetit
OUR READERS
a new generation of mini martha’s
- Nearly 25% of readers are Millennials (25-39)
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- More than Oprah
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- Nearly 90% of Millennial fans agree Martha Stewart Living is a reflection of me and my lifestyle
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- More than any other age group
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- 98% read Martha Stewart Living for inspiration
- 98% turn to the magazine for recipes and cooking ideas
- 96% come to Martha Stewart Living for home decorating/remodeling ideas
- 90% plan to read Martha Stewart Living regularly in the future
Source: MRI Doublebase 2018. Adults 25-39. 2017 Martha Stewart Brand Involvement Study