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ENG1c (Smith)

Find Publication Demographic Information

You are now a demographic detective. Publications want this information available to their advertisers but they don't often make it front page available to their readers.

  • You may need to click more than one layer from the home page.

  • The company behind much of this information is MRI (Mediamark Research and Intelligence). So sometimes it is labeled as MRI data.

  • Some instances you get a brief rundown of the data with an option to select/download something like a Reader Profile. That is where you find the detailed information. 

Instructions for Finding Publication Demographic Information

  • Go to the website for the periodical in question. In this case we are going to use Glamour (http://www.glamour.com)

  • Find and click on a link to advertiser information. Look for something like "advertsing" or "media" or "media kit". You may need to look all over the page. It seems to be at the bottom of the page usually.
    screen print of media kit link on Glamour website

  • Because Glamour is part of the Conde Nast family, we now must select the title we want to see.
    screen print of select title from Conde Nast publications

  • There is some information just on the basic intro page. Here we see a print audience number, unique visitors to the website and a ballpark of the percent of American Women that read Glamour. We also see what Glamour is telling the advertisers about the philosophy they are buying into.
    screen print of basic demo infor
    screen print of about Glamour statement from Conde Nast glamour page


  • For more detailed information we can click on the media kit choice on the left and select the format to investigate
    screen print of media kit format selections

  • We selected Print. This brings up basic circulation and demographic information. Total audience breakout by age, gender, education, income and more.
    screen print of full demo information report

  • Take a look around your options here. You may find additional information. Compare the information for the various formats. Would that impact which type of ad an advertiser buys? What about the special issues? Might one be more desirable to particular advertisers? Here is what is behind the Product Licensing link...
    screen shot of product licensing statement

NOTE: This methodology is going to work for most publications. The Conde Nast family includes Glamour, New Yorker, Details,  GQ, Lucky, Self, Vogue, Wired and more.