Reader Profile
Learn more about the Journal’s Woodworkers
Core Customers
- Virtually every Journal reader
reads
the advertisements in
Woodworker’s
Journal . . . . . . . . . . . . . . . . . . . . . . . . . 99%
- Total combined value of
woodworking
tools & supplies . . . . . . . . . . . . . . . . $10,467
- Have purchased by mail, phone
or Internet . . . . . . . . . . . . . . . . . . . . . . 75%
- Average amount spent annually on
mail,
phone or Internet purchases . . . . . . . . $2,075
Techonology Profile
- PC owners with Internet access . . . . . . . 88%
- Use Internet to research
buying decisions . . . . . . . . . . . . . . . . . . 76%
- Plan to order online . . . . . . . . . . . . . . . . 53%
Workshop & Woodworking
- Intermediate to expert woodworkers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90%
- Have a dedicated workshop . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88%
- Workshop size (sq feet) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 579
- Number of projects completed annually . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
- Hours per month spent woodworking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64
Affluent Buyers
- Average income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $110,000
- Own home . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90%
- Average home value . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $350,100
Audited Circulation
- Paid readers† . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 200,301
- Average number of years
subscribing to Woodworker’s Journal . . . . . . . . . . . . . . . . . . 3.3
†ABC Audit Statement, December 2009