Demographics

Reader Profile

Women                                  65%
Men                                       35%
Median age                            52
Married                                  84%
Attended college                   92%

Income/Net Worth
 
Average household income      $353,500
Average net worth                   $1,517,772

41% of ML readers have an average net worth of $1 million or more

Home Ownership

Average home value $567,616
18% of ML readers have an average home value of $1 million or more
Own mountain home: 55%
Primary mountain resident: 54%
Secondary mountain resident: 46%

Professional Status 
Owner/Partner in business - 52%
Member of board of directors/trustees - 30%

Reader Response

In the last 12 months:
53% saved an advertisement/article for future reference
51% visited an advertiser's website
80% of ML readers take action as a result of seeing ads and content

Reader Loyalty

95% read four out of four issues
95% use ML for information they say they can’t find in any other publication

Readers spend an average of 65 minutes with each issue and keep an issue an average of 16 months.

ML READERS ARE 1,343% MORE LIKELY TO OWN A SECOND HOME THAN THE AVERAGE U.S. CONSUMER