READERPROFILE
dallas
aFFlUeNt & edUCated
HoUstoN
Average HHI $219,700 $244,600
Median HHI $145,600 $248,700
HHI $150,000+ 38.9% 50.2%
HHI $250,000+ 25.9% 36.8%
Median Net Worth $585,700 $1,365,400
Net worth $150,000+ 50.9% 44.1%
Net worth $250,000+ 43% 42.8%
Net worth $500,000+ 37% 36.5%
Net worth $1,000,000+ 24.7% 30.1%
Use a Financial Planner 50% 49.5%
Own Primary Residence 72.2% 81.9%
Median market value $461,100 $649,300
Market value $750,000+ 30.3% 38.4%
Market value $1,000,000+ 21.5% 32.3%
Market value $2,000,000+ 6.6% 10.6%
Plan to purchase (next 12 months) 16.5% 14%
College Degree+ 82% 85%
Postgraduate degree 25% 33%
Total Circulation 80,000 80,000
Average Issue pass-along Rate 2.2 1.4
Total Readership 256,000 192,000
Gender
Male 35% 28%
Female 65% 72%
Median Age 47.1 45.4
Read 3 out of 4 or 4 out of 4 Issues 88.9% 79.3%
advertiser CoNversioN sUCCess
Reader Visited a Store/Restaurant/Establishment 83.2% 85.6%
Reader requested info on product/service 26.9% 21.7%
Reader bought/ordered a product/service 32.6% 29.8%
Reader cut out an advertisement 24.4% 23.4%
Reader visited an advertiser's website 39.2% 36.8%
dallas
67.1% do not visit culturemap
69.9% do not read d magazine
46.5% do not read d home
49.7% do not read dallas magazine
32.6% do not read fdluxe
63% do not read modern luxury interiors
50.9% do not read texas monthly
aN eXClUsive readersHip
Houston
42.8% do not visit culturemap
32.8% do not read houston magazine
69.9% do not read houstonia magazine
69.9% do not read modern luxury interiors
59.5% do not read texas monthly
Source: GfK MRI Custom Study, Dallas & Houston, January 2014
