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Who reads science fiction? Check out this survey f
(The following was distributed by Bill Battista of ANALOG & ISAAC ASIMOV'S
SCIENCE FICTION MAGAZINES at the Nebula Awards banquet and conferences, held
4/25-4/27. This is only a part of a larger survey. Nevertheless, it is of
interest. So THIS is who reads SF...)
Audience Profile:
Male 74.6%
Female 25.4%
Median Age 36
Attended/Graduated College+ 86.9%*
Masters of Doctorate Degree 24.4%*
Professional/Mangerial Occupations 57.6%*
Average Household Income $41,200.00
Homeowners 75.3%*
Second Homeowners 11.4%
Personal Computer Ownership 32.0%*
Plan to Acquire Personal Computer
Next Twelve Months 34.8%*
Annual Hardcover & Paperback
Book Purchases 28.0%**
Automobile Ownership-Median 2.5
Paid Circulation 200,000
Subscription 82%
Single Copy Sales 18%
Readers per copy 2.2
Time Spent Reading-Mean Minutes 121**
*Top 5% of all consumer magazines published in the U.S.A.
**Top 1% of all consumer magazines published in U.S.A.
In a cover letter, Bill noted that the common assumption is that the average
SF reader is 16. The survey indicates that the actual audience is comprised
of affluent, well-educated adults. While this, and the relatively low
female turn-out, were, uh, briskly discussed, it should also be noted that
the survey was produced by Mark Clements Research, Inc., a "highly
acclaimed research organization," that it is the only scientifically
controlled study that is exclusively devoted to science fiction.
Another survey is in the works and should be ready by May of this year.
(A Short Note: In forum discussion, Bill repeated a conversation he had
with the publisher of the assorted "World" computer magazines--PC WORLD,
AMIGAWORLD, etc. He was surprised at the fairly high percentage of computer
owners. The WORLD publishers was, too; HIS publications average only around
25%!!!)
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