Readership: Habits/Engagement
2007 Print Primary Reader Study

Barron's Magazine goes to press on Friday evening after the markets close, and is delivered to most homes and newsstands on Saturday morning. So, it's not surprising that the most common placeof readership is at home. This time and place for experiencing Barron's affords primary readers the luxury of devoting more than two hours each week, on average, with the publication. While reading, they're so involved with Barron's that a huge majority of readers (97.5%) take some type of action based on the information they find in its pages.

Reading Habits with Barron's

When

• 92.9% of newsstand buyers purchase Barron's on weekends*
• 84.3% of primary readers first read Barron's on the weekend

Where

• 97.3% of primary readers read Barron's at home

How Long

• 2 hours and 11 minutes average time spent reading
• 2 hours and 0 minutes median time spent reading

Reader Loyalty

• 30.2% reading Barron's for 15 or more years
• 10 average number of years reading Barron's
• 8 median number of years reading Barron's

Read Stats

• 73.6% read the financial statistics printed in Barron's

Base: Total respondents answering.
*Base: Newsstand purchasers answering.

Engagement in Barron's

Editorial

97.5% report taking some type of action after reading Barron's
The top three ways readers have responded to Barron's editorial:

• 82.6% used information as the basis for an investment decision for themselves or a client
• 78.3% saved an article for future reference
• 64.9% investigated the information/company further after reading about it in Barron's

Advertising

66.3% have acted upon advertisements
The top three ways readers have acted upon advertisements:

• 47.7% requested further information from an advertiser
• 27.2% investment actions y called an investment advisor/broker or bought/sold investments
• 21.0% referred information to friend/family member

Note: Multiple responses.
Base: Total respondents answering