Valuable Consumers

DEMOGRAPHICS

A Highly Engaged and Discerning Audience

Total Audience8,000,000
% Female90%
Median Age53
Median HHI$78,011
Own Home74%
Married58%
Employed59%
Any College70%
Any Kids36%

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)
      • More than Oprah
  • Nearly 90% of Millennial fans agree Martha Stewart Living is a reflection of me and my lifestyle
      • More than any other age group
  • 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