• 83.8% are regular readers (read 3 or more of last 4 issues)
• 40 minutes is the average time readers spend with the magazine
• Pass-along rate is 2
• 24.8% keep an issue 3 months or longer
• 54.0% saved an ad or visited an advertiser’s Web site
• 37.7% visited and/or purchased an advertised product or service

WHAT OUR READERS LIKE:

• 80.5% have strong/moderate interest in artist profiles
• 79.4% have strong/moderate interest in our “DayTripper” and “Further Afield” travel articles
• 75.9% have strong/moderate interest in interior design articles
• 70.4% have strong/moderate interest in “Great Escapes” vacation travel articles
• 52.5% have strong/moderate interest in health and beauty related articles

• 52.8% attend art shows and/or shop for art
• 46.2% shop for quality merchandise
• 45.7% shop for home furnishings
• 30.5% shop for a home or new home builder
• 23.9% learn about real estate opportunities or choose a Realtor
• 16.2% choose a physician/dentist/cosmetic surgeon or cosmetic dentist

WHERE OUR READERS SHOP:
Tysons Corner Center . . . . . . . . . . . 86.7%
Tysons II . . . . . . . . . . . . . . . . . . . . . 70%
Fair Oaks Mall. . . . . . . . . . . . . . . . . . 53.2%
Wegman’s . . . . . . . . . . . . . . . . . . . . 55.2%
Dulles Town Center . . . . . . . . . . . . 44.3%
Leesburg Outlet Mall . . . . . . . . . . . . 41.9%
Harris Teeter . . . . . . . . . . . . . . . . . . 36.5%
Balducci’s . . . . . . . . . . . . . . . . . . . . . 27.1%

READERSHIP DUPLICATION
Washingtonian . . . . . . . . . . . . . . . . . 52.2%
Home & Design. . . . . . . . . . . . . . . . . .30%
Northern Virginia . . . . . . . . . . . . . . . . 25.1%
Spaces . . . . . . . . . . . . . . . . . . . . . . . 11.3%
Washington Life . . . . . . . . . . . . . . . . . 5.9%

OUR READERS DINE OUT:
An average of 4.5 a month

• 52.7% 3 or more times a month
• 12.8% 10 or more times a month

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OUR READERS GO OUT:
91.6% attended 1 or more events in the past 12 months

• 55.9% museum
• 48.5% art gallery
• 35.6% concert/symphony
• 35.1% charity event
• 51% live theater/dance/opera

OUR READERS’ HOUSEHOLD PURCHASES:
90.1% made 1 or more purchases in the past 12 months

• 56.7% lawn/landscape/gardening products and services
• 47.3% indoor furniture
• 43.3% lamps/lighting fixtures
• 36.9% kitchen appliances
• 28.6% window coverings
• 27.6% china/glass/crystal
• 27.6% artwork
• 26.1% floor coverings
• 23.2% outdoor furniture

OUR READERS ARE HOME IMPROVERS
58.6% made 1 or more updates in the past 12 months

• 19.7% new carpet/flooring
• 19.7% new lighting
• 12.3% new windows
• 12.3% new kitchen
• 10.3% new bath
• 10.3% deck/patio

• 58.3% plan to renovate in the next 12 months
• 24.9% plan to spend $20,000 or more

REAL ESTATE PLANS:

• 25.4% plan to either build new construction or buy or sell resale property
• 10.5% plan to build new construction; 8.5% single-family homes
• 14.9% plan to buy or sell resale; 10.9% single-family homes
• 17.7% plan to refinance

SERVICES TO BE USED:

• 16.1% real estate agent/broker
• 14.6% interior designer
• 16.1% home builder
• 14.6% architect

MISCELLANY:

• 98% attended/graduated college; 41.4% have an MA, JD, MD or PhD
• 91.9% are married
• 42.2% took 1 or more vacations to local resorts
• 38.4% had cosmetic surgery or dental cosmetic surgery; 29.5% plan to have cosmetic procedures in the next 12 months
• 34.1% purchased jewelry, spending $1,000+
• 32.2% went to a day spa
• 30.1% purchased or leased 1 or more luxury automobiles
• 30.4% own 2 or more homes
• 25.1% plan to purchase landscape/hardscape in the next 12 months
• 22% hired a catering service