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Reader Demographics

Readers 6,826,000
Male/Female 50%/50%
Age 35-64 63%
Attended College+ 79%
Professional/Managerial 35%
Median HHI $69,008
Own Home 82%
Base: Adults
Source: 2006 MRI Doublebase


Reader Involvement

Smithsonian ranks in the top 2% for Reader Involvement* out of all MRI-measured titles.

Read 3 or 4 out of the last 4 issues 57%
Read in-home 56%
“One of my favorites” 39%
Average time spent reading 60 minutes
Reader Involvement Index #5 out of all 217 titles measured by MRI 119
*Involvement Index factors: average frequency 51%, average time 25%, average rating 24%
Source: 2006 MRI Doublebase


Interests and Other Activities

Eager to experience new places & cultures Index
Over twice as likely to have been to 4 or more countries 219
Almost twice as likely to belong to 2+ frequent fliers programs 191
More than twice as likely to have visited 5 or more states in the past year 212
61% more likely to have taken 2 or more international vacations in the past 3 years 161
Mentally engaged with activities & hobbies Index
More than twice as likely to refinish furniture 201
63% more likely to take continuing education classes 163
Almost twice as likely to attend live theater 183
76% more likely to be into photography 176
75% more likely to attend concerts 175
Physically active & adventurous Index
More than three times as likely to cross country ski 325
Nearly twice as likely to backpack and hike 180
More than twice as likely to sail 262
83% more likely to canoe/kayak 183
Willing to spend on a cultural lifestyle Index
Almost twice as likely to own a second or vacation home 186
67% more likely to spend $3,000 or more on a vacation 167
Twice as likely to own stock valued at $150,000+ 214
Source: 2006 MRI Doublebase