Reader and Reader's Guide readers are much more active than the average American. These figures are for the 12 months preceding the survey.

• 38% of readers own a health club membership.
• Reader and Reader's Guide readers are 50% more likely to shop at SportMart, 24% more likely to shop at Galyan's, and 139% more likely to shop at REI than the average Chicago area resident.
• They also travel much more than the average American. 64% took personal trips by plane in the past 12 months (national figure 38%). 24% took domestic plane trips for business reasons in the past 12 months (national figure 13%). They took an average of 2.9 personal trips (national figure 1.9) and 5.3 business trips (national figure 4.1).
• 53% of readers who used the internet in the past 30 days made travel plans online (national figure 20%) and 56% of those with internet access bought airline tickets online (national figure 18%).

Most importantly, 65% of readers bought products or services in the last 3 months because they saw them advertised in the Reader or The Reader's Guide. They did so an average of 5 times in those 3 months.

Source: Mediamark Research Inc. (MRI) custom study, July 2003. National figures are from the spring 2002 Mediamark Survey of American Consumers. The index is a comparison of Reader and Reader's Guide readers to the national figures; an index of 100 means there is no difference between the two groups. An index of 251, for instance, means that our readers are two and a half times as likely to participate in hiking and backpacking than the average American adult. Data on specific stores from Media Audit, July/August 2003.

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