There's a thread in rec.backcountry about Backpacking Magazine publicizing its demographics. I always find these demographic surveys amusing. I am sure everybody answers them honestly
Anyway here are some excerpts:
It says that the magazines advertises lots of fancy gear. It doesn't say that
anyone is buying the stuff that's advertised.
And it says that the average subscriber is quite affluent. OK. But if they're
actually talking household income rather than personal income, then change
that to "modestly affluent".
And it says that the average subscriber "spent more than $4,500 on
backpacking equipment and excursions last year". Notice that it doesn't say
whether the average subscriber spent anything at all on equipment last year.
And for "excursions", I read the word as encompassing all
excursions. Including mileage and 5 days in the hotel with the family while
visiting the grandparents in Iowa.
In short, it's in the magazine's interest to inflate these numbers as much as
they possibly can, by whatever technique they can find. Gets them more
advertising. Judge the magazine on its merits, if any, not on the PR put out
by its advertising department.
Average subscriber makes 89K/year? I'm getting TWO subscriptions.