The figures reveals that 59 percent of the magazine's readers fall into the LSM 9/10 category (37 percent are in LSM 10), a significant percentage have investments and 25 percent earn more than R20 000 a month, with almost half (42 percent) earning more than R14 000.
"Our readers – mostly men in the 35-plus age group, have high disposable income with a keen interest in technological developments, the share market, the outdoors and home improvements. Where else can you reach such a diverse market of high nett-worth individuals? Moreover, with 39 percent of our readers being black, we reach an impressively broad audience of enquiring, well-informed people."
Advertisers get good value with Popular Mechanics, Piper said. More than 80 percent of readers keep the publication for reference, 41.6 percent read it more than six times a month – giving advertisers repeated exposure – and each copy is read by 5.6 readers, according to the latest AMPS figures. This, coupled with the competitive cost-per-thousand rate, made Popular Mechanics one of the soundest advertising options on the market, Piper said.
Popular Mechanics
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