Reader Survey

Demographics

age	walrus	canada	index
18 - 24	7%	9.4%	77
25 - 34	25%	13.8%	181
35 - 44	23%	16.2%	142
45 - 54	18%	15.1%	119
55 - 64	15%	10.6%	142
65 +	12%	13%	92
Median Age	41	39	105
gender
Male	62%	49	127
Female	38%	51	75
household income
Average HH1	$82,000	$65,134	126
HH1 $100k+	31%	18.1%	171
education
University Graduate	81.5%	16.9%	482
Post-Graduate Degree	43%	5.2%	827
home ownership
Home Owners	73.6%	60.9%	121
Cottage Owners	7%	0.1%	7000

Consumer Habits

Walrus readers tend to be: frequent travelers, culturally sophisticated and socially active, heavy readers, wine & scotch drinkers, and investors. They are an urban and urbane audience of seekers, with money to invest in worthy causes, quality products, and enriching experiences.

Likely to invest in or purchase over the next twelve months? Travel — 78% Charitable Donations — 70% Furniture — 64% Consumer Electronics — 64% Education — 57% Home Renovations — 51% Health Care Products & Services — 50% Financial Products — 38% New Automobile — 21% Have you traveled by air in the last twelve months? Within Canada — 61% Internationally — 57% In the last month have you gone to? Restaurant — 95% (5) Movie — 70% (3) Art Gallery or Museum — 64% (3) Music Concert — 77% (2) Live Theatre — 66% (1) parentheses denote average visits

In the last six months have you purchased? CDs — 84% (3) Books — 98% (7) Parentheses denote average purchasesin the last week have you consumed? Wine — 77% (5) Beer — 64% (4) Spirits — 51% (2) Parentheses denote average glasses consumed preferred spirit? Scotch — 26% Vodka — 15% Gin — 13% Do you own? Mutual Funds — 55% Stocks & Equities — 39% GICs & Bonds — 31%

Education and Employment

Walrus readers tend to be: university educated, often with multiple and advanced university degrees. MOPEs are common, as are jobs in education, government, healthcare, and communications industries.

Highest level of education achieved?

University with Degree — 81.5%
Post-Graduate Degree — 43%

What industry do you work in?

Education — 18%
Government & Public Administration — 9.5%
Healthcare — 7%
Arts & Entertainment — 4.5%
Media — 3.5%
Science & Technology — 3%
Finance & Insurance — 2%
Energy Mines Resources — 2%
Information Technology — 2%
Advertising /Marketing / PR — 1.5%

What is your current occupation?

Educator — 14%
Creative / Cultural — 8.5%
Healthcare Professional — 6%
Consultant — 5%
Middle Management — 4%
Scientist / Technician — 3.5%
Senior Management — 3%
Lawyer — 3%
Engineer / Designer — 2.5%
Entrepreneur — 2.5%
Sales /Marketing /PR — 2%
Finance & Accounting — 1.5%

Number of employees at the organization you work for?

1 - 4 — 24.5%
2500 or more — 18.4%
5 - 2414.3%
1000 - 2499 — 12%

Readership Habits

Readers spend time with the magazine, read it thoroughly, discuss what they read and recommend the magazine to others. Word of mouth is the principal driver of circulation growth.

How would you describe your first impression of The Walrus? Excellent — 66% Good — 31.7% Where did you first hear of The Walrus? Word of Mouth — 25.6% Newsstand — 21.6% Promotion in newspaper or mail — 15.6% Media coverage — 11.6% What do you think of the editorial content? Excellent, I read it cover - to-cover — 23.1% Very good, I read most articles — 57.8% The walrus has set out to cover national and international stories from a Canadian perspective. Do you think this mission is? Extremely Important — 66.3% Important — 29.1% What do you think about the magazine’s commitment to long-format & investigative jouranalism? Extremely Important — 64.8% Important — 33.2% Do you find the advertising to be? Interesting and attractive — 11.6% An accepted part of the publication — 84.9%

How many people read your copy of The Walrus? One — 22.6% Two — 42.7% Three — 24.1% Four or more — 10.5% How often do you pick up the same issue of The Walrus? Three to five times — 58.8% Six times or more — 27.6% Does The Walrus impact your social relationships in any of the following ways? I discuss the magazine with family and friends — 75.9% I would like others to know and read it — 25.1% By reading it I feel I belong to a community — 20.1% Would you recommend The Walrus to a friend? I already have! — 57.3% Certainly — 41.2% What other publications do you read regularly? subscribe most issues Globe and Mail 15% 21% Macleans 10% 5% Toronto Star 7% 8% National Post 4% 5% TIME 2% 2% Canadian Business 1% 2%