Special Report Magazines: Focus on Audience research

In this special report, we try to illuminate magazine audience research by taking a look at the characteristics of several target groups - consumers of everything from personal computers to hot cereals to home renovations, and so on.In doing so, we...

In this special report, we try to illuminate magazine audience research by taking a look at the characteristics of several target groups – consumers of everything from personal computers to hot cereals to home renovations, and so on.

In doing so, we have provided PMB Print Measurement Bureau – an organization that measures readership of print media – a chance to demonstrate the depth of the data it has collected, and individual magazines a chance to share private information about their audiences.

Our approach was two-pronged.

First, we asked pmb, using information from its latest survey, to prepare detailed profiles of eight consumer groups.

We then invited three or four magazines per target group to sell themselves as the right vehicle to reach these consumers.

We told the magazine representatives to treat the exercise as a real-life situation.

We asked them to imagine that a media buyer had presented them with a profile of his or her potential clients.

We told them the buyer had their rate cards, knew their circulation numbers and had access to the same pmb readership data that were used to prepare the consumer profile.

We then asked them to reach into their private research to explain why the buyer should use their product.

In other words, we said, tell us something about your audience that we do not already know.

Each segment of the report consists of pmb-generated charts and tables defining the target group, followed by the responses of magazine representatives. A total of 23 magazines participated.

In several instances, references have been made by pmb and various magazines to psychographic groups as defined by Toronto-based research firms Thompson Lightstone & Company and Goldfarb Consultants.

Descriptions of these groups, which are segmented according to their values, attitudes and habits, have been provided by pmb and appear on pages 33 and 29 respectively.


This advertiser will get a direct pipeline through profit magazine to Canada’s entre-preneurs, a vital component of the personal computer market.

profit’s recipients are sophisticated computer users whose homes are often extensions of their offices.

- 83% use computers

- 54% use computers at home

- 44% expect to buy a home computer or expand their current systems in the next 12 months

(Source: Managers’ use of computers, February 1993)

When buying computers for their homes, they are price- and value-conscious, making profit the ideal vehicle for advertising value-priced personal computers to an active home market.

But profit’s potential goes far beyond the 30% of the pc market that is the home market.

profit recipients also use computers at work (75%) and buy computers for their companies (64% in the past two years.)

Their priorities here are different from those they apply at home: at work, they look more at reliability and value for money than at price alone.

This is the key entrepreneurial market for mid-range and high-ticket personal computer systems.

Add to this mix technologically aware editorial content and pioneering high-tech advertising (videos, diskettes) and profit is the best possible vehicle for promoting a full range of pc products to a growing market.

It is not surprising that profit, among all pmb-measured publications, has the highest proportion of readers who have acquired home computers over the past two years or who choose computers for their businesses.

And consider this: marketers have made personal computers the largest single advertising category in profit.


The influx of women into the job market, their growing financial autonomy, their emergence in the professions and upper echelons of management, as well as their determining role in major household buying decisions, make them a prime target for the sale of personal computer products.

But how can these women be reached effectively?

In French Canada, PMB ’93 confirms that Elle Quebec magazine reaches more adult, urban, affluent women than its closest competitor: a specific, dynamic target market of 311,000 readers, 41% of whom have a household annual income of more than $50,000, versus a Quebec average of 27.7%.

Morever, according to our latest annual CROP/Environics 3SC survey (Canada Monitor of Social Change*), 73% of Elle Quebec’s frequent readers (every month/every two months) know how to use a personal computer, an index of 143; and 38% of this group own a personal computer, an index of 146.

These figures compare favorably with the general market index of 100 for frequent readers (more than one magazine a month) of francophone magazines.

This marked propensity of the Elle Quebec reader to be familiar with high-tech products is explained not only by her socio-demographic status, but especially by her socio-cultural profile, as described in the 3SC study and mirrored in the pages of Elle Quebec.

Elle Quebec is the perfect vehicle for reaching a French-Canadian female adult audience – women who are urban, active, highly educated, affluent and influential, trend-conscious and always seeking fresh avenues to self-development.

* The CROP/Environics 3SC survey data on Elle Quebec are available only through the magazine’s representatives.

Financial Post Magazine

Media Buyer: ‘Okay, tell me why The Fin-ancial Post Magazine should be on my media plan.’

Financial Post Magazine: ‘For openers, 43% of fp subscribers own a home computer, according to Decima Research.’

mb: ‘Remarkably close to your pmb number at 41%. But my target group has a university degree, and I’m looking at household incomes over $50,000.’

fpm: ‘One out of six FP Magazine readers match your target definition. That gives us a terrific index at 392.’

mb: ‘I can’t take your index to the bank. How efficient are you?’

fpm: ‘Our numbers are great. Here’s a cost ranking that shows FP Magazine in the top three books – ahead of five other business publications.’

mb: ‘Demographics are fine, but who we really want to reach are customers and buyers – not viewers and readers. How good is your book with lead generation and direct response?’

fpm: ‘Glad you asked. Have you heard of Decision Maker?’

mb: ‘Isn’t that the computer diskette you ran in your FP 500 issue?’

fpm: ‘Yes. A computer diskette loaded with animated graphics and product copy. Over 1,600 readers wrote or faxed in replies to an on-disk survey.’

mb: ‘What did your research tell you?’

fpm: ‘We got a 76% approval rating and all eight sponsors got direct feedback on various elements of the interactive diskette. Plus, we collected a rich assortment of qualitative verbatims.’

mb: ‘Any other estimates of subscriber participation?’

fpm: ‘A parallel mail survey told us that one in three subscribers were hands-on users who reported multiple usage of the diskette and high interest in future extensions.’

mb: ‘Could you use the reader replies as a potential database?’

fpm: ‘Sure. It’s a bonus database of live customer prospects – not viewers and readers. For computer clients, FP Magazine is a proven vehicle that can deliver measurable customer response – with current research to back it up.’

mb: ‘What other qualitative research can you offer besides pmb?’

fpm: ‘We have a bank of 253 ads that were measured over six Starch studies in 1991-92 with tracking data and norms on various product categories. Our custom-tailored studies gathered readership scores and creative diagnostics on several computer advertisers.’

Revue Commerce

Business magazine Revue Commerce is directly targetted to Quebec’s senior decision-makers.

As a highly targeted magazine, Revue Commerce plays an integral part in reaching French-Canadian business managers.

The primary readers of Revue Commerce are senior managers, owners and middle managers who are looking for information to help them make the right business decisions.

The largest segment of Commerce’s readers are in the 25-54 age group, an important fact when you consider that almost all of the Quebec business market is in that age group.

Business managers have far greater personal economic power because of their high income, and Commerce readers, with households averaging one-third more income, have phenomenal buying power.

Revue Commerce business readers are educated consumers of business and personal products and services. The personal economic power of Quebec business managers is substantially more than double that of the general population.

When we state that Revue Commerce readers are well-educated, we mean it – 89% of them have attended university.

Because managers and professionals are well-educated and have more active lifestyles, they are more inclined to go outside the home for entertainment, than watch tv.

That is why the latest PMB Print Measurement Bureau survey shows that 30% of them are light tv viewers, with another 29% that are very light viewers.

A reflection of their lifestyle is shown in the quality of the products they buy. They spend 30% more money than the average Quebecer on cars, clothing, cologne, fine wine and liqueurs.

They also invest more, for they have assets of far greater value than those of the general population.


During 1993, the rrsp market has changed considerably – interest rates are much lower, some traditional packages no longer deliver as expected, universal growth is no longer assured, and there are new products available.

The needs of the investor have also changed. Protection is paramount, as well as new opportunities for growth.

With the general downsizing of the economy, the question is, who is going to buy rrsps, not only now, but in the years ahead?

What we do know is that regardless of all the changes, the best current and potential purchasers of rrsps are the readers of L’actualite.

Why? Because L’actualite is the No. 1 vehicle to reach:

- high income earners, the group that understands the importance of investing today and the advantages of sheltering their incomes for tomorrow;

- current rrsp holders, which include the traditional rrsp contributor and those that elect to self-administer their rrsp;

- individuals in occupational groups most likely to have bought and who will continue to contribute to their rrsp packages (professionals/managers/owners.)

- active investors – those whose current financial portfolios include stocks, mutual funds, gics, term deposits and/or have conducted six or more stock transactions in a 12-month period.

The February issue of L’actualite, distributed January 15th – six weeks before the rrsp deadline – will include a special rrsp supplement that will provide information and address some of the issues that our readers are asking – issues such as where an investor should place investments for security and growth; the importance of starting early with contributions and diversifying investments.


Recently launched frequent flyer magazine acumen offers rrsp advertisers a chance to precisely target their message to a group of highly qualified customers, through direct marketing.

Acumen has done extensive analysis of its database through Compusearch. We are able to detail to advertisers the Compusearch lifestyles segmentation of our database nationally or in the major markets.

The acumen database offers rrsp advertisers a highly targetted media vehicle with virtually no waste.

Only 2% of all Canadians who recently bought an rrsp have a portfolio of $50,000+.

For rrsp marketers, efficiencies and profits reside in a strategy of targeting to this desirable group.

But who are they? Households earning $75,000+ are three times more likely to fall into this category.

Income is the single most important factor driving rrsp sales.

According to acumen’s preview issue questionnaire, 50% of acumen’s households have annual income in excess of $100,000, and 43% of the individuals have income in excess of $75,000.

According to the PMB Print Measurement Bureau profile of a heavy investor, 29% of these people have a bachelor’s or post-graduate degree.

Almost 68% of the individuals in the acumen database possess a bachelor’s or post-graduate degree.

Active business travellers tend to be in the prime of their career, fall into the 35-49 age segment and hold responsible managerial positions.

About 51% of acumen readers are aged 35-49 and 65% are employed in a managerial function.

Another rrsp anomoly: buyers are concentrated regionally in the major markets.

Acumen’s coverage is concentrated in the major markets, with 75% of its circulation in the top seven markets in Canada.

Unlike many business magazines or newsweeklies, acumen has strong coverage in Western Canada, particularly Vancouver, the most developed market in Canada for heavy rrsp buyers.


The 1993 Angus Reid Canadian Business Travel Study captured more than 2,000 flyers in eight major markets who have taken six or more business trips in the past year.

This affluent group is hard to reach, yet one in two flyers read or looked into enRoute magazine in the past month.

The Angus Reid study shows that frequent flyers interact with inflight magazines.

According to the survey, 47% of enRoute readers have taken action after seeing an article or advertisement in an inflight magazine.

Our own studies confirm the responsiveness of our readers.

The March 1993 Dream Golf Contest survey reports that 60% of our readers have taken action after reading an ad or article in enRoute.

In other words, all our internal studies reveal that enRoute readers will respond positively and actively to your rrsp message.

EnRoute has also used Daniel Starch since 1983 to survey enRoute readers.

The latest study shows that one-third of enRoute readers have more than $100,000 in securities and savings, and 80% have used more than two brokerage services in the past year.

EnRoute magazine is a guaranteed risk-free return on your rrsp advertising investment.

The following is our four-step integrated marketing program designed for total value:

1) Authoritative financial editorial focusses the spotlight on advertisers’ product for January and February – rrsp season.

2) Direct mail – get product-specific through enRoute’s own database of senior executives.

3) Fax the facts – instant financial information from our 1-800 number.

4) Investment hotline – list your number with enRoute.

Toronto Life

Financial services advertisers will get an advertising vehicle that delivers qualified prospects with Toronto Life.

According to PMB ’93, Toronto Life’s median household income is $66,139, which is 63% higher than the Canadian average and second highest in pmb-measured publications.

Personal finance advertisers have traditionally placed their advertising in business publications and newsweeklies, perhaps trying to reach mops (Managers, Owners, Professionals) who are more likely to buy their products and services.

It should be noted that, at 43%, Toronto Life has the highest composition of mops in pmb after only Report On Business Magazine.

In fact, in looking at the target of adult 25-54/MOP/HHI $75,000+ (the key elements for rrsp holders in the chart on page 27), Toronto Life is the most efficient magazine in pmb (based on one-time rates) in reaching this target.

Along with rrsps, Toronto Life readers have a large number of investment vehicles.

In our 1992 subscriber study, we asked our readers about more than 30 topics they would be interested in reading about in Toronto Life.

Eighty-four per cent said personal finance, which is one of the reasons we are publishing our first annual ‘Personal Finance Guide’ in February.

This guide will provide an environment-focussed outlet for all personal finance advertisers, especially for rrsps.

Toronto Life is a key component of your plan to reach prospects for rrsps.

The demographic profiles of our readers match that of rrsp holders, our readers have the income and ability to make regular and larger contributions, and they are interested in getting information on personal finance.


Thank you for considering Harrowsmith magazine for your client in the home renovation category.

Industry data predict that growth in this market will continue.

The results of our 1993 subscriber study will certainly give you information to use in addition to PMB: Print Measurement Bureau.

Ninety-four percent of Harrowsmith subscribers have undertaken home renovations themselves or with a professional contractor in the past year.

Also, 57% plan to start renova-tion projects in the next 12 months.

Harrowsmith is truly a magazine for the homeowner; whether in the city or country, readers enjoy practical how-to advice on the home and garden.

As your campaign focusses on Ontario and Quebec, the fact that 58.4% of Harrowsmith’s audience is within this market is important.

The distribution is urban and rural, giving you coverage in the larger metropolitan areas, as well as the smaller communities.

Key points to highlight:

- 87% are homeowners, 18% own a second home

- 30%, or 161,070, have built their own homes

- 28%, or 115,640, plan to build their own home

- 40%, or 165,200, own or plan to buy land for future home building

- 64% are aged 25-49

Reader response is the No. 1 reason that advertisers use Harrowsmith.

Consistently, Harrowsmith provides the largest amount of qualified leads for advertisers (testimonials available.)

Readers look to Harrowsmith as a source guide for new products and home ideas.

Select Homes & Food

As marketers of home renovation products, you will sell more by advertising in Canada’s premier shelter magazine, Select Homes & Food.

Its readers are most likely your best prospects because they are actively in search of home renovation ideas and products.

Readers of Select Homes & Food are homeowners (77%) in their acquisitive years (75% between the ages of 25-54). And they have a high propensity to remodel.

Perhaps more important to you, our readers are planning to improve their homes.

The Select Homes & Food reader reply service provides details concerning the many readers who are actively planning to build, renovate or redecorate.

In 1992, this service fulfilled 30,000 information requests.

And from these requests the following readers’ plans were determined:

- 31% are planning to build a new home

- 50% are planning to reno- vate or build an addition

- 19% are planning to redecorate

More Canadian homeowners use Select Homes & Food for assistance with their remodelling and renovation projects than any other shelter magazine.

Canadian Workshop

For exceptional reach of the home renovation market, turn to Canadian Workshop.

Seventy-four per cent of our readership own homes (index 132), and, more importantly, Canadian Workshop readers are actively pursuing or considering home improvements.

In fact, PMB ’93 confirms that 63% of Canadian Workshop readers have undertaken renovations in the past 24 months.

The readership profile of Canadian Workshop magazine readers matches that of your client’s demographic skew:

Age 25-49:

53.6% (102 index)

Household income $35,000+: 66.8% (116 index)

With 50.8% of Canadian Workshop’s 447,000 readership residing in Ontario and Quebec, Canadian Workshop delivers a cost-effective media buy.

The Canadian Workshop reader is not limited by the type of renovation project he or she is willing to undertake. In fact, our readers have done the following in the past 12 months:

Remodelled bathroom

20.6% (148 index)

Installed floor covering

20.3% (170 index)

Installed roofing

19.5% (163 index)

Installed new doors

19.9% (183 index)

Remodelled other rooms

24.6% (140 index)

When it comes to spending dollars on home renovations, Canadian Workshop delivers the right audience.

Readers who spent money on home renovations in the past two years:

$1,000 – $2,500 – 17.9%(140 index)

$2,501 – $5,000 – 15.0% (127 index)

$5,001 – $10,000 – 8.7% (127 index)

In addition to reaching the right audience, every issue of Canadian Workshop features home improvement projects complete with plans and/or step-by-step photography.

As well, each issue delivers three reading occasions and one hour and 33 minutes of reading, 12 times per year.

This means valuable repeated exposure for your client’s advertising message.

Source: PMB ’93

Canadian Living

You may never see model Cindy Crawford on the cover of Canadian Living.

But when you turn the page, our magazine’s dedication to the fashion and beauty category becomes apparent.

Over the years, Canadian Living has built a special and trusting relationship with its readers.

Sure, it all began with food; which continues to be an important part of Canadian Living to this day.

In fact, Canadian Living has sold more cookbooks in the last eight years (that’s about 80 times that of our closest competitor.)

However, what readers may not realize is that our fit is just as natural for fashion and beauty.

Most people do not know that Canadian Living carries more fashion and beauty editorial pages than our closest competitor.

Our self-covered In Fashion section has the impact of any of the top vertical magazines, combined with an audience of more than two million loyal readers.

We bring to the fashion and beauty marketer not only an intelligent and discerning woman with traditional values, but a woman with the spending power to buy beauty products.

Because Canadian Living readers have money and are not afraid to spend it.

Our readers spend $2.95 for each issue at the newsstand, and $25.95 on subscriptions – the highest prices for any woman’s service magazine in North America.

On the newsstand, Canadian Living continually outsells our closest competitor nearly three to one.

Canadian Living provides the mass market reach of a women’s service book with the focus of a prestige beauty book.

In the fashion and beauty category, Canadian Living delivers.

Reader’s Digest

One of the top magazines in terms of delivering users of astringents and toners is Reader’s Digest. It is also one of the most cost-efficient.

Women who use astrin-gents/toners rate their interest in Reader’s Digest higher than any other magazine that they read; they spend more time with it, and they are more loyal to it.

In fact, Reader’s Digest readers rate the credibility of what they read in Reader’s Digest higher than what they read in any other magazine or see on television – this applies to the editorial and advertising.

There are a number of reasons why media selection should be based on users of astringents/toners rather than on the specified demographic group.

Some of them are as follows:

- All current users of the product will be accounted for within the media target.

In this case, the demographic target represents only 3.5% of total astringent/toner users; 96.5% of users are not even being addressed within the proposed target.

- As well, 55.7% of the demographic target do not use the product.

By targetting women who use astringents/toners, the advertiser is assured that media selection will be based on the reading habits of users of the product, rather than non-users.

- Product users are more responsive. Starch survey scores for product users are from 25% to 60% higher than for non-users.

Reader’s Digest delivers top quantitative numbers against astringent/toner users and it does so within a positive environmen.

All of this creates a media opportunity that no advertiser can afford to ignore.

Goldfarb Consultants divides respondents into six psychographic segments, as follows:

1) Day to Day Watchers

(26% of all pmb respondents)

A realistic group, satisfied with what life has to offer. They keep a close watch on the world about them. Are followers rather than leaders. They have a traditional value structure, research their purchases, need to be comfortable with a product before buying and are satisfied with life as it is.

2) Old-Fashioned Puritans

(14% of all pmb respondents)

Conservative to the point of being defensive. Traditional to the point of being inflexible. Resist change, insecure, not adventurous. Least likely to try new brands, least likely to own credit cards, most heavily insured.

3) Responsible Survivors

(16% of all pmb respondents)

Cautious, not risk-takers, not particularly confident, accept direction well, usually want and seek advice. Enjoy self rewards, brand-loyal, heavy tv viewers.

4) Disinterested Self-Indulgents

(13% of all pmb respondents)

Insular, self-centred, not interested in world’s problems, will not admit social problems exist. Like contests and sweepstakes, borrow a lot, travel, pay tv subscribers. Like to be at edge of product innovation.

5) Joiner Activists

(18% of all pmb respondents)

Leading-edge thinkers, non-conformists, shape current thinking. Global rather than personal or short-term thinkers, involved in issues with broad social or political impact. Willing to spend, convenience-oriented, will pay more rather than shop around, interested in quality, high amex ownership. Like new technology, concerned with appearance.

6) Aggressive Achievers

(13% of all pmb respondents)

Confident, success-oriented, hungry for power and position. Need to demonstrate to others that they are successful. Want to be leaders, love status-signalling goods, flaunt their material possessions, need to have their psyches stroked.

Today’s Parent

The reader of Today’s Parent looks at food products differently from the average Canadian, particularly with respect to nutrition.

The reason why Today’s Parent is No. 1 in Canada in reader interest scores (PMB ’93) is because of the special care that parents take with issues that concern their children.

No other audience in Canada will be as immediately responsive to the nutritional benefits of hot cereal advertising than the Today’s Parent reader – and responsive readership means higher sales.

(Today’s Parent readers are 20% more likely to consider advertising as an important source of information.)

The Today’s Parent’s audience buys more hot cereal per reader than any other in the country (PMB ’93.)

Why is this? The answer is time, a precious commodity in a busy parent’s life.

Many families today have two working parents, and they are looking for products that are easy to prepare, and quick, as well as nutritious.

Hot cereal advertising in Today’s Parent is a classic case of selling to fulfil an existing need.

Hot cereal has another opportunity to appeal to the Today’s Parent reader. Advertising in the magazine has the potential of rejuvenating brand loyalties that pass from generation to generation.

The 1992 New Mother research tells us that 55% of new mothers are loyal to some brands, not to others, but when they find a product they like, more than 50% stick with it.

Most readers used hot cereal as children, and, in this changing world, parents like the idea of passing traditions down through time.

Hot cereal advertisers in Today’s Parent can help lay the groundwork for sales well into the future through another generation of children.

Coup de Pouce

As you already have access to PMB Print Measurement Bureau data, you know that Coup de pouce provides advertisers with a highly desirable reader who is between 25-54 years of age, who is married, educated, active and has children.

Furthermore, pmb data confirm Coup de pouce’s strong position as it pertains to hot breakfast cereal users.

But now that a media decision has to be reached by the agency and client, the question is, what could Coup de pouce bring to the table to ensure that it remains your magazine of choice.

Let’s take a look at some qualitative data.

First, an annual crop study on socio-cultural trends in Quebec (3SC – a study widely used in Europe) provides us with in-depth knowledge on Quebecers, and, more specifically, on magazine readers’ values and attitudes.

It allows Coup de pouce to monitor the pulse of its market, and adjust as needed the editorial content of the magazine.

When we take a look at the latest results as they pertain to food habits, we see Coup de pouce readers have orderly food habits, are on the lookout for foods low in fat and salt and high in fibre content. We have a very health-conscious reader.

This fact was proven earlier in another crop readership study the mandate of which was to determine what readers and ex-readers expected in terms of Coup de pouce content.

At the top of the list, 60% expressed their wish to see more information on health and nutrition. Healthy, quick and easy recipes for everyday life also came out strongly.

Our readers want to know more about nutrition and how to maintain a healthy lifestyle.

As evidenced by these two studies, we can see that your advertising message would not go unnoticed.

Toronto Life Fashion

The spirit cooler category has grown tremendously in the last few years, with 15% of English-Canadian adults now consuming them.

About 63% of drinkers are women, and more than 50% of spirit cooler drinkers live in Ontario.

Toronto Life Fashion will provide depth in the most important spirit cooler market – Ontario. Fashion has the highest concentration of its female readers in the Ontario market.

In addition, the demographic profile of the spirit cooler drinker matches the profile of the Toronto Life Fashion reader.

Toronto Life Fashion’s position in the marketplace is as the source magazine for style-conscious readers.

Fashion is committed to covering what matters to Canadian women: the latest in fashion and beauty, of course; but also trends in health, insight on family issues, shifts in social attitudes – all aspects of living with intelligence and style.

How does this tie in with spirit cooler drinkers?

Female spirit cooler drinkers share many of the same psychographic characteristics as Toronto Life Fashion readers – further reasons to reinforce your message to the Fashion audience.

Toronto Life Fashion – the right fit for spirit cooler advertisers.


Your client has a clearly defined target of people who want an up-market southern vacation.

Destinations has a clearly defined readership. It is identical to the target group you have defined.

Destinations provides you with:

- Primary audience – one of the highest compositions of the defined target group of any magazine in the country. With high composition comes less waste.

- Travel editorial – when people want to travel, they read travel magazines. Destinations offers strong service pieces that our readers want and need.

There is not another travel magazine in the country that provides the same kind of travel editorial. They read and repeatedly refer back to Destinations to help them make their vacation buying decision.

- Sun destinations – the November issue each year is devoted to sun destinations. November is the time of year people start planning their sun vacation. This is a key issue for your client’s participation.

- Access to the travel trade market – every issue of Destinations is inserted into the pages of a well-known travel trade publication. Travel agents across Canada read and keep Destinations as a reference document so they can better advise their clients.

- Reader service card – this service enables our readers to receive more information about advertisers’ products that are of particular interest to them and provides our advertisers with a chance to build their own marketing databases.

Each issue of Destinations has a response rate of 4,000 to 7,000.

- Contests – Destinations readers love travel contests. We receive more than 4,000 ballots each month for our travel contest.

In conclusion, the readership of Destinations is your client’s target market.

Destinations provides excellent coverage of the travel consumer market, a built-in response card, plus access to the travel trade in Canada.


Rather than present a standard response, Equinox has chosen to submit an excerpt from an imaginary reader’s travel diary as a means of illustrating qualitative data about its audience.

Nov. 15, 1993

La Selva Jungle Lodge, Napo River, Amazon

Well, I thought I’d seen it all.

With all of my annual business travel, and the many times Joanne and I have used my f