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What isWhat is
The City & Regional Magazine Association represents the leading regional and local, general interest, consumer magazines in the United states,
Canada and Mexico.
The combined circulation of CRMA members is just under 5 million, making city and regional publications a medium your clients and advertisers are looking for
when seeking to reach an affluent, active, upscale consumer audience.
Touting higher than normal levels of discretionary income and spending patterns.
Just the Facts…………….the CRMA toutsJust the Facts…………….the CRMA touts
73 Markets73 Markets
73 Magazines73 Magazines
Local, Regional and National Combined CoverageLocal, Regional and National Combined Coverage
4+ Million Circulation4+ Million Circulation
21+ Million Readers21+ Million Readers
LocalLocal Impact Impact
City & Regional Magazines fill a void not available in national media:
They are read and reviewed on a regular basis by community opinion leaders.
They inspire very high levels of readership and an intense personal involvement.
Source: Erdos & Morgan Study of Local Influence & Involvement
City & Regional Magazine City & Regional Magazine AudienceAudience
Spectacular in Demographic Quality Affluent Involved
Well Educated Influential
Active Consumers Who Take Actions Based on What They Read
AnAn Affluent, Active Affluent, Active AudienceAudience
54.9 Female54.9 FemaleMedian Age: 45.2Median Age: 45.2
Home Owners 80.5%Home Owners 80.5%Median HHI $83,785Median HHI $83,785
Disposable Income - $115 BillionDisposable Income - $115 Billion
Source: Erdos & Morgan Study of Local Influence & InvolvementSource: Erdos & Morgan Study of Local Influence & Involvement
CRMA MRICRMA MRI Audience Prototype Audience Prototype
50% Conde Nast Traveler50% Conde Nast Traveler++
50% Architectural Digest*50% Architectural Digest*^̂
5.25 Readers Per Copy**5.25 Readers Per Copy** * Developed using UMPIRE computer generated match program * Developed using UMPIRE computer generated match program
** Average of measured City and Regional Magazines ** Average of measured City and Regional Magazines
AudienceAudience Size Size and and Cost Cost Per ThousandPer Thousand
Audience (000)Audience (000) RPCRPC CPMCPM
CRMA*CRMA* 18,16418,164 5.255.25 $21.78$21.78
Conde Nast TravelerConde Nast Traveler 3,3363,336 4.234.23 $20.71$20.71
Architectural DigestArchitectural Digest 5,3195,319 6.706.70 $13.94$13.94
Travel and LeisureTravel and Leisure 4,7354,735 4.374.37 $16.77$16.77
Vanity FairVanity Fair 5.4085.408 5.275.27 $16.91$16.91
Midwest LivingMidwest Living 3,1303,130 3.713.71 $22.65$22.65
New YorkerNew Yorker 3,4673,467 4.154.15 $21.21$21.21
SunsetSunset 4,7394,739 3.233.23 $15.68$15.68
Southern LivingSouthern Living 13,85413,854 8.558.55 $8.08$8.08
Town & CountryTown & Country 3,8373,837 8.418.41 $14.63$14.63* Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of $395,615 * Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of $395,615
Source: MRI DoublebaseSource: MRI Doublebase
BasicBasic Demographics Demographics
FemaleFemale P/M P/M (Index)(Index)
College Grad+ College Grad+ (Index)(Index)
CRMA*CRMA* 54.9%54.9% 212212 215215
Conde Nast TravelerConde Nast Traveler 54.3%54.3% 207207 214214
Architectural DigestArchitectural Digest 56.2%56.2% 217217 218218
Travel and LeisureTravel and Leisure 62.3%62.3% 184184 187187
Vanity FairVanity Fair 80.2%80.2% 166166 156156
Midwest LivingMidwest Living 77.3%77.3% 150150 144144
New YorkerNew Yorker 54.2%54.2% 196196 234234
SunsetSunset 69.5%69.5% 159159 177177
Southern LivingSouthern Living 75.9%75.9% 140140 143143
Town & CountryTown & Country 72.4%72.4% 117117 122122* Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of $395,615 * Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of $395,615
Source: MRI DoublebaseSource: MRI Doublebase
Basic Basic DemographicsDemographics
Median HHIMedian HHI Median IEIMedian IEI Median AgeMedian Age
CRMA*CRMA* $83,785$83,785 $43,920$43,920 45.245.2
Conde Nast TravelerConde Nast Traveler $81.677$81.677 $43,841$43,841 45.945.9
Architectural DigestArchitectural Digest $84,744$84,744 $44,471$44,471 44.444.4
Travel and LeisureTravel and Leisure $78,333$78,333 $42,356$42,356 47.547.5
Vanity FairVanity Fair $64,296$64,296 $34,874$34,874 40.040.0
Midwest LivingMidwest Living $62,019$62,019 $31,650$31,650 49.249.2
New YorkerNew Yorker $68,649$68,649 $42,823$42,823 48.448.4
SunsetSunset $68,351$68,351 $40,202$40,202 50.150.1
Southern LivingSouthern Living $59,633$59,633 $33,533$33,533 47.247.2
Town & CountryTown & Country $57,444$57,444 $31,473$31,473 43.743.7
* Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of * Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of $395,615 Source: MRI Doublebase$395,615 Source: MRI Doublebase
HomeHome Ownership Ownership
Own homeOwn home(Index)(Index)
Median Median Home valueHome value
Own Weekend, Vacation Own Weekend, Vacation home (Index)home (Index)
CRMA*CRMA* 110110 $225,147$225,147 219219
Conde Nast TravelerConde Nast Traveler 111111 $197,821$197,821 227227
Architectural DigestArchitectural Digest 108108 $243,039$243,039 204204
Travel and LeisureTravel and Leisure 111111 $183,227$183,227 203203
Vanity FairVanity Fair 8686 $165,489$165,489 129129
Midwest LivingMidwest Living 119119 $134,794$134,794 209209
New YorkerNew Yorker 9696 $203,450$203,450 166166
SunsetSunset 117117 $247,470$247,470 157157
Southern LivingSouthern Living 118118 $131,914$131,914 154154
Town & CountryTown & Country 102102 $150,924$150,924 135135* Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of $395,615 * Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of $395,615
Source: MRI Doublebase Source: MRI Doublebase
Consumer Consumer Characteristics: Characteristics: High Ticket High Ticket ItemsItems
* Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of $395,615 * Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of $395,615 Source: MRI DoublebaseSource: MRI Doublebase
Spent $1,000+ Spent $1,000+ on fine jewelry on fine jewelry
past yearpast yearSpent $300+ for Spent $300+ for watch past yearwatch past year
Own car bought Own car bought new past yearnew past year
Own luxury Own luxury carcar
CRMA*CRMA* 203203 193193 141141 191191
Conde Nast TravelerConde Nast Traveler 225225 159159 141141 185185
Architectural DigestArchitectural Digest 188188 239239 145145 199199
Travel and LeisureTravel and Leisure 177177 256256 139139 166166
Vanity FairVanity Fair 143143 228228 120120 137137
Midwest LivingMidwest Living 7979 6767 133133 155155
New YorkerNew Yorker 112112 120120 126126 139139
SunsetSunset 171171 146146 135135 155155
Southern LivingSouthern Living 113113 9898 128128 152152
Town & CountryTown & Country 146146 143143 130130 134134
Consumer Consumer Characteristics:Characteristics: Travel TravelOwn PassportOwn Passport Foreign Trip past Foreign Trip past
3 years3 yearsAverage spent foreign Average spent foreign
vacation past yearvacation past year
CRMA*CRMA* 202202 194194 $2,818$2,818
Conde Nast TravelerConde Nast Traveler 219219 207207 $2,856$2,856
Architectural DigestArchitectural Digest 185185 177177 $2,767$2,767
Travel and LeisureTravel and Leisure 188188 184184 $2843$2843
Vanity FairVanity Fair 147147 152152 $2,476$2,476
Midwest LivingMidwest Living 101101 114114 $2,395$2,395
New YorkerNew Yorker 180180 172172 $3,085$3,085
SunsetSunset 157157 153153 $2.697$2.697
Southern LivingSouthern Living 9898 9898 $2,597$2,597
Town & CountryTown & Country 115115 124124 $2,692$2,692
* Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of $395,615 * Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of $395,615 Source: MRI DoublebaseSource: MRI Doublebase
Consumer Consumer Characteristics:Characteristics: Travel TravelTook domestic Took domestic
vacation past yearvacation past yearAverage spent Average spent
domestic past yeardomestic past yearTook cruise past 3 Took cruise past 3
yearsyears
CRMA*CRMA* 142142 $1.913$1.913 192192
Conde Nast TravelerConde Nast Traveler 142142 $2,000$2,000 237237
Architectural DigestArchitectural Digest 139139 $1,814$1,814 150150
Travel and LeisureTravel and Leisure 133133 $1,896$1,896 199199
Vanity FairVanity Fair 117117 $1,683$1,683 122122
Midwest LivingMidwest Living 143143 $1,592$1,592 125125
New YorkerNew Yorker 132132 $1,733$1,733 165165
SunsetSunset 129129 $1,709$1,709 154154
Southern LivingSouthern Living 129129 $1,632$1,632 122122
Town & CountryTown & Country 113113 $1,636$1,636 137137
* Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of $395,615 * Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of $395,615 Source: MRI DoublebaseSource: MRI Doublebase
Consumer Consumer Characteristics:Characteristics: Travel Travel
* Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-c cost of $395,615 * Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-c cost of $395,615 Source: MRI DoublebaseSource: MRI Doublebase
Own Own passportpassport
Foreign Foreign Trip past 3 Trip past 3
yearsyears
Average spent Average spent foreign foreign
vacation past vacation past yearyear
Took domestic Took domestic vacation past vacation past
yearyear
Average spent Average spent domestic past domestic past
yearyear
Took Took cruise cruise past 3 past 3 yearsyears
CRMA*CRMA* 202202 194194 $2,818$2,818 142142 $1.913$1.913 192192
Conde Nast TravelerConde Nast Traveler 219219 207207 $2,856$2,856 142142 $2,000$2,000 237237
Architectural DigestArchitectural Digest 185185 177177 $2,767$2,767 139139 $1,814$1,814 150150
Travel and LeisureTravel and Leisure 188188 184184 $2,843$2,843 133133 $1,896$1,896 199199
Vanity FairVanity Fair 147147 152152 $2,476$2,476 117117 $1,683$1,683 122122
Midwest LivingMidwest Living 101101 114114 $2,395$2,395 143143 $1,592$1,592 125125
New YorkerNew Yorker 180180 172172 $3,085$3,085 132132 $1,733$1,733 165165
SunsetSunset 157157 153153 $2,697$2,697 129129 $1,709$1,709 154154
Southern LivingSouthern Living 9898 9898 $2,597$2,597 129129 $1,632$1,632 122122
Town & CountryTown & Country 115s115s 124124 $2,692$2,692 113113 $1,636$1,636 137137
Consumer Consumer Characteristics:Characteristics: Financial/Liquor Financial/Liquor
Used broker past yearUsed broker past year Own securities worth Own securities worth $50,000+$50,000+
Drink alcoholic Drink alcoholic beverages other than beverages other than
beer/winebeer/wine
CRMA*CRMA* 193193 205205 146146
Conde Nast TravelerConde Nast Traveler 203203 213213 149149
Architectural DigestArchitectural Digest 178178 191191 139139
Travel and LeisureTravel and Leisure 165165 171171 128128
Vanity FairVanity Fair 104104 112112 130130
Midwest LivingMidwest Living 113113 157157 116116
New YorkerNew Yorker 181181 207207 124124
SunsetSunset 169169 177177 127127
Southern LivingSouthern Living 135135 135135 102102
Town & CountryTown & Country 116116 103103 115115
* Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-c cost of $395,615 * Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-c cost of $395,615 Source: MRI DoublebaseSource: MRI Doublebase
The Nation’sThe Nation’s Most Affluent Most Affluent PublicationsPublicationsHemispheres (United) Hemispheres (United)
Wall Street JournalWall Street Journal American Way American Way Delta Sky Delta Sky
Attache (US Air) Attache (US Air) Barron’s Barron’s Continental Continental SW Spirit SW Spirit Forbes Forbes
Kiplinger’s Personal Finance Kiplinger’s Personal Finance Architectural DigestArchitectural Digest
CRMACRMA Fortune Fortune Business Week Business Week
Conde Nast TravelerConde Nast Traveler
* Source: MRI Doublebase* Source: MRI Doublebase
CRMA Audience CRMA Audience vs. National Magazinevs. National MagazineGood HousekeepingGood Housekeeping 24,675,00024,675,000
CRMACRMA 18,160,00018,160,000House & GardenHouse & Garden 13,440,00013,440,000Southern LivingSouthern Living 13,854,00013,854,000House BeautifulHouse Beautiful 5,561,0005,561,000Vanity FairVanity Fair 5,408,0005,408,000Travel and LeisureTravel and Leisure 4,735,0004,735,000Traditional HomeTraditional Home 4,019,0004,019,000Town and CountryTown and Country 3,837,0003,837,000New YorkerNew Yorker 3,467,0003,467,000Conde Nast TravelerConde Nast Traveler 3,336,0003,336,000Metropolitan HomeMetropolitan Home 3,037,0003,037,000Midwest LivingMidwest Living 2,923,0002,923,000Elle DecorElle Decor 1,782,0001,782,000
* Source: Doublebase Mediamark Research Inc. * Source: Doublebase Mediamark Research Inc.
Readership Readership Per CopyPer Copy is High! is High!House & GardenHouse & Garden 16.3316.33Country HomeCountry Home 7.687.68House BeautifulHouse Beautiful 6.216.21Good HousekeepingGood Housekeeping 5.425.42
CRMACRMA 5.255.25Better Homes & GardensBetter Homes & Gardens 5.055.05Metropolitan HomeMetropolitan Home 4.944.94Women’s DayWomen’s Day 4.934.93Traditional HomeTraditional Home 4.874.87HomeHome 4.474.47Elle DécorElle Décor 3.823.82Midwest LivingMidwest Living 3.463.46Ladies’ Home JournalLadies’ Home Journal 3.403.40
CRMACRMA Duplication Duplication isis Low! Low! Some Examples…
Better Homes & Gardens 2%Home 2%Ladies’ Home Journal 2%Traditional Home 2%Country Home 3%House & Garden 3%Midwest Living 3%Women’s Day 4%
Erdos &Erdos & Morgan:Morgan:A Study of A Study of
Local Influence and InvolvementLocal Influence and Involvement
Principle FindingsPrinciple FindingsINFLUENTIALSINFLUENTIALS
Better than 8 of every 10 (82.6%) local opinion leaders Better than 8 of every 10 (82.6%) local opinion leaders report reading one or more of the last four issues of report reading one or more of the last four issues of
their city magazine.their city magazine.
77.1% are Top Management.77.1% are Top Management.
Median HHI is $273,100 and one in three (33.7%) have Median HHI is $273,100 and one in three (33.7%) have an HHI in excess of $400,000.an HHI in excess of $400,000.
Principle FindingsPrinciple FindingsSUBSCRIBERS:SUBSCRIBERS:
Nearly nine of every 10 subscribers (87.4%) read at Nearly nine of every 10 subscribers (87.4%) read at least 3 of the past 4 issues.least 3 of the past 4 issues.
Average income is $145,100.Average income is $145,100.
All report spending significant amounts of money in All report spending significant amounts of money in the past year for an item such as a luxury car, the past year for an item such as a luxury car,
jewelry, home decorating or remodeling, vacation jewelry, home decorating or remodeling, vacation travel, sports or fitness equipment or investments.travel, sports or fitness equipment or investments.
DocumentationDocumentation
ABC/BPA Audits in Major MarketsABC/BPA Audits in Major Markets
MRI Subscriber StudiesMRI Subscriber Studies
MRI National Audience PrototypeMRI National Audience Prototype
Media Audit/Scarborough for Local Media Audit/Scarborough for Local
Market MeasurementsMarket Measurements