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Audience Characteristics

Magazine Circulation

American Scientist magazine has been published since 1913 by Sigma Xi, The Scientific Research Society, the non-profit honor society for research scientists and engineers. Historically, more than 200 members have won the Nobel Prize and over 30,000 are currently listed in Who’s Who. Based on the June 30, 2009 Audit by the Audit Bureau of Circulations (ABC), our circulation is 72,959.

Most recent ABC Audit Report

ABC Publisher's Statement for the six months ending 12/31/2008

ABC Publisher's Statement for the six months ending 06/30/2009

Magazine Readership

American Scientist has a pass-along rate of 1.76, which brings our total readership to around 144,140. (Source: Websurveyor Membership Study, Fall 2005)

Sigma Xi's Websurveyor Membership Study conducted in the fall of 2005, confirmed that our readers are well-educated, affluent members of the science and engineering community:

Reader Demographics

Education
98% have graduated from college.
77% have earned a Ph.D.

Household Income
83% earn more than $50,000 per year.
44% earn between $50,000 and $109,999 per year.
38% earn more than $110,000 per year.

Age
11% of our readers are between the ages of 25 and 34.
13% are between the ages of 35 and 44
18% are between the ages of 45 and 54
26% are between the ages of 55 and 64

Gender
74% Male
26% Female

Type of Organization affiliated with
49% College/University
15% Industry/Business/Independent Consultant
9% Government/Military Lab

General Field of Work/Study
26% Physical and Earth Sciences
25% Biological Sciences
15% Engineering
10% Health Sciences
6% Math/Computer Sciences
6% Social Sciences
12% Other

Our survey, conducted by Marketing Partners, Inc. (MPI) in the fall of 2002, confirmed that our readers are very loyal.

Readership Characteristics
84% of our subscribers have received American Scientist for 5 or more years
73% of our subscribers read 4 out of every 4 issues they receive
53% read or look into an issue of American Scientist 3 or more times.
48% spend 1 hour or more reading or looking into an issue of American Scientist.
35% of our readers save the entire issue for future reference.

Web Usage

American Scientist Online is accessed by promising and established scientists and engineers throughout the U.S. and the world. On average, thousands of dedicated researchers are viewing many pages during each session as they peruse the American Scientist Web site, studying its diverse collection of scientific information. During the first quarter of 2004, the American Scientist site averaged the following visitor statistics:

 Page views per month  3,365,000
 User visits per month 336,100 
 Unique visitors per month 119,600 
 Avg. number of page views per day 110,700 
 Repeat visitors per month 18.6% 
 Avg. page views per visitor  29

Source: WebTrends, August 2006 - July 2007

Web User Characteristics

Based on a two-month, online survey, American Scientist Online visitors are an excellent complement to the magazine readers. A largely unduplicated audience, these fresh, internet-savvy visitors will broaden the advertiser’s reach when targeting members of the science and engineering community both in the US and throughout the world.

Demographics
77% Males
52% Ages 25-54
49% Students
51% Postgraduate degrees
57% US Residents

Internet Usage
73% On the Internet 5+ days per week at home
71% Internet 5+ days per week at work
59% online ads for information
56% Purchased products online for home
34% Purchased products online for work
20% Purchased research materials online

American Scientist Site Usage
52% Repeat visitors
68% Do not receive American Scientist

Main Reasons for visiting American Scientist Online
63% Curiosity about science
44% Research for work or school

(Source: Internal Web Survey, August 22 – September 16, 2002--cannot be extrapolated out to all American Scientist Online visitors.)




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