Monitor readers tend to be mature, successful, and financially comfortable. The typical Monitor reader is well-educated, well-traveled, and well-read, drawing from a wide range of thoughtful resources to build an understanding of events and issues. Monitor readers support balanced and constructive journalism and see the Monitor as its highest embodiment. They think more highly of companies because they advertise in the Monitor and are more likely to buy from them because of their Monitor advertising.
Affluent
• The average income is $79,949.
Well-educated
• 42.4% hold a four-year college degree.
• 29.3% hold a postgraduate degree.
Sophisticated Web Users
• 62.3% have blogged in the last 6 months.
• 86.9% use the internet an average of 7 days a week.
• 44.9% use heavy internet usage weekly
Web Shoppers
• 95.2% have shopped online.
• 88.7% have made a purchase in the last 12 months.
• 55.6% have purchased a book online.
Well-traveled
• 61.1% have taken a foreign trip in the last three years.
• 50.4% have traveled domestically by air over the last twelve months.
Investors
• One in seven has conducted a stock or mutual fund transaction online.
• 18.1% have investment portfolios between $100,000 and $249,999.
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