T his i s l i f e. . . t h is is K e n tu ck y L iv in g
Let us design a program to meet your goals and budget. In the magazine…
Advertisers may target specific topics or departments, or they may opt to rotate throughout the site.
From affordable small-space Marketplace ads to custom publishing and promotional Classified advertising is available both in events, we’ll help you find the best way to deliver your message to engage our readers. the magazine and online. Preprinted inserts offer high impact and can be geographically targeted, or you may prefer an on-page Regional ad.
Audience research is conducted no less than every three years, and we maintain a robust database of reader responses by category in addition to demographic information.
Responses can also be profiled based on gender, age, income of $60,000+, those Kentucky Living’s website offers searchable who took a trip or did home improvements, archives, events and recipes, as well as web- and more. exclusive content to augment printed features.
…and on the web.
Readers visit to provide requested content for upcoming features, enter contests, answer survey questions, and submit comments or story ideas.
K en t u c k y L iv in g d e l iv e r s • an audience that’s difficult to reach and ready to buy. • readers who are involved in and interactive with the magazine and all its components. • the largest circulation and highest readership in the state.
• credibility through partnership with a 65-year-old trusted magazine that’s a tradition for many families. • the most cost-effective statewide vehicle for delivering your message.
Source: All audience research, unless otherwise noted, is derived from GfK MRI Custom Division 2013. Kentucky population data is from Census 2010.
Kentucky Living enjoys not only a large audience, but also a very loyal one.
• With 2.4 readers per copy, more than 1.2 million Kentuckians read Kentucky Living each month. • Readership encompasses nearly 37% of all Kentucky Adults. • 80% of all respondents surveyed had read 4 of the last 4 issues. • 88% read at least 3 of the past 4 issues. • Readers spend an average of 43 minutes with each issue. • 85% consider Kentucky Living a good source of purchasing information. Nearly 85% of all readers – more than 1 million people – took some action after reading Kentucky Living magazine. • Saved something..............................................79% • Visited a website...............................................21% • Bought a product or service ...........................12% • Requested product or service info .................11% • Sent for a catalog...............................................8%
Kentucky Living readers are a large, active group of consumers. They are more mature, better educated and have more disposable income than the average Kentuckian.
Fast Facts 89% of Kentucky Living readers have a high school education or more, compared to 82% of the state’s population.
Age 18-24 .......................................................................2% 25-44 .....................................................................20% 45-54 .....................................................................25% 55-64 .....................................................................25% 65+ ........................................................................30%
Education Less than High School Graduate .........................11% High School Graduate..........................................33% Some College........................................................57% College Graduate or More ..................................26% Post-Graduate Study ............................................13% Household Income Under $25,000 ......................................................23% $25,000-$39,999 ...................................................23% $40,000-$59,999 ...................................................19% $60,000-$99,999 ...................................................25% $50,000+ ...............................................................48% $75,000+ ...............................................................22%
Children at Home Children at Home .................................................37% Age 5 or younger ...................................................8% Age 6-11................................................................14% Age 12-17..............................................................15% Source: GfK MRI Custom Research 2007
While the mean household income for Kentuckians is $42,248, Kentucky Living readers earn 34% more at $56,400. 56% are female and 44% are male 75% are married 70% are in the desirable 2564 age group
Home oWnership
KL Readers
MRI
Index
90%
67%
133
Home Ownership
Home Value $150,000+ .............................................................51% $100,000-$149,999 ...............................................16% $50,000-$99,999 ...................................................22% Less than $50,000 .................................................10%
Acreage
KL Readers
MRI
Index
23% 43% 33
10% 10% 10
223 445 609
2% 3% 3% 1%
2127 1063 875 1882
1-3 Acres 3+ Acres Average Acreage
Types of Property Owned Farm Vacation/Weekend Home Investment Real Estate Retirement Real Estate Source: GfK MRI Custom Research 2007
47% 29% 28% 21%
Home Improvement Past 12 months
KL Readers
Any Flooring Kitchen/bath Deck/porch/patio Doors Roofing Windows (Request the complete list.)
55% 21% 21% 15% 14% 14% 12
MRI
Index
18% 6% 8% 2% 3% 4% 3%
316 362 260 629 428 374 422
Performed energy efficiency upgrade 82% Average amount spent $1,538
Gardening KL Readers
Have a garden Average size (square feet) Garden Items Bought Past 12 months Insecticide/weed killer Seeds Fertilizer Plants/shrubs Soil Bulbs (Request the complete list.) Amount spent last 12 mos.
MRI
Index
49% 562
33% 404
150 139
58% 57% 49% 46% 43% 37%
24% 21% 30% 17% 31% 13%
245 277 161 267 139 275
$296
$112
214
Travel Took a domestic trip 64% 51% 126 1-3 trips/year 68% 79% 86 4-8 trips/year 24% 16% 150 9+ trips/year 9% 5% 180 Average trips/year 4.1 3.3 124 Average spent/hh $1,800 $1,100 165 Spending Power: 64% of 510,000 households at $1,800 per trip = $587.5 Million Stayed in a hotel/motel Average nights
64% 5.8
43%
149
SPENDING POWER Home Improvement
82% of our readers spent an average of $1,538 last year on energy efficiency upgrades, totalling
$643 MILLION
Gardening
49% of our readers spend an average of $296 per year on their gardens, totalling
$74 MILLION
Travel
64% of our readers spend an average of 5.8 nights per year in a hotel, totalling
1.9 MILLION ROOMS spending $1,800 per year, totalling
$587.5 MILLION
Pet Ownership Own a pet Pets per household Dog Cat Bird Horse
# of KL HH Readers
MRI
INDEX
73% 5 80% 58% 4% 13%
56% 2 76% 45% 5% 2%
131 221 106 125 88 700
2/HH 3/HH 15/HH 4/HH
Source: GfK MRI Custom Research 2010 HH is households
VEHICLES
KL Readers
Own/lease a vehicle Average # per household Car SUV Van/Mini-van Pick-up Truck
97% 2.5 76% 34% 16% 67%
80% of our readers spend an average of $483 per year on internet and catalog shopping, totalling
$197 MILLION
Index
111 114 110 95 103 207
Source: GfK MRI Custom Research 2010
Internet & Catalog Shopping Past 12 months
KL Readers
internet & catalog shopping
MRI
87% 2.2 69% 36% 15% 33%
MRI
Index
Bought anything Travel (airline, hotel, other) Clothing/apparel Cooking/kitchen accessories Educational programs Garden supplies Health/medical Pet products
80% 40% 52% 20% 12% 14% 31% 18%
44% 25% 22% 4% 2% 2% 8% 6%
179 159 234 464 612 618 395 318
Average amount spent (Request the complete list.)
$483
$575
94
contact us... 4515 Bishop Lane Louisville, KY 40218 P.O. Box 32170 Louisville, KY 40232
National Sales Representative: National Country Market 611 S. Congress Avenue, Suite 504 Austin, TX 78704
800-595-4846 502-459-1611 Fax www.KentuckyLiving.com
800-626-1181 512-441-5211 Fax www.nationalcountrymarket.com