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