The 2007 WOOD Magazine Subscriber Study is part of WOOD’s ongoing commitment to provide our advertisers with reliable information on audience demographics, activities, and purchasing behaviors.
| SKILLED & ACTIVE WOODWORKERS |
| Beginner......................................................................... |
9% |
| Intermediate................................................................... |
64% |
| Expert............................................................................ |
21% |
Average
# of years woodworking................................................... |
17.4 |
Average
# of hours spent woodworking per week............................ |
8.3 |
Average
# of projects completed per year...................................... |
7.5 |
| COMPLETE AN ARRAY OF PROJECTS |
Woodworking Projects Completed in the Past Year: |
| Home improvement/repairs/restoration............................ |
68% |
| Gifts & accessories......................................................... |
48% |
| Workshop aides/jigs ..................................................... |
45% |
| Furniture refinishing/repairs/restoration............................ |
41% |
| Outdoors projects for patio, deck, garden......................... |
38% |
| Small furniture.............................................................. |
27% |
| Large furniture.............................................................. |
22% |
| Turning (lathe) projects.................................................. |
19% |
| Scrollsaw projects........................................................... |
18% |
| Toys/Games.................................................................. |
14% |
| ACTIVE SHOPPERS |
Purchased Tools in Past Year From: |
|
| Home Centers............................................................... |
84% |
| Specialty Woodworking Store........................................... |
34% |
| Hardware Store.............................................................. |
69% |
Any direct response shopping for woodworking products in the past year................................................................. |
65% |
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| DEMOGRAPHICS |
Male/Female........................................................... |
97/3 |
| Median Age (years).................................................. |
59 |
| Married................................................................... |
84% |
| Median Household Income........................................ |
$71,700 |
| Home Ownership..................................................... |
98% |
| Median Home Value................................................. |
$222,600 |
| Attended/Graduated College..................................... |
64% |
| Average Household Size........................................... |
2.5 |
| Employed............................................................... |
58% |
| Professional/Managerial Title.................................... |
27% |
| Earn All or Part of Income Woodworking..................... |
21% |
| CATEGORY INVESTMENT |
Average $ Spent: |
| On tools/supplies in past year................................... |
$1,500 |
| On workshop since began woodworking....................... |
$11,450 |
| PURCHASES |
| Purchased tools last year.......................................... |
$1,500 |
| Plan to buy: |
| Benchtop/Stationary Tools next 2 years...................... |
54% |
| Portable Power Tools next two years.......................... |
32% |
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| UNDUPLICATED READERSHIP |
| WOOD subscribers do not read or subscribe to: |
| This Old House......................................................... |
76% |
| Family Handyman..................................................... |
74% |
| Fine Woodworking..................................................... |
69% |
| Woodworker’s Journal................................................ |
68% |
| Popular Woodworking................................................. |
65% |
| American Woodworker................................................ |
61% |
| Workbench.............................................................. |
60% |
| INVOLVED READERS |
| Spend 1.4 hours with each issue of WOOD (average) |
| 82% save their issue for future reference |
| 63% agree/ agree strongly that they enjoy looking at advertising in WOOD Magazine |
| 85% agree that WOOD is the #1 woodworking magazine for project plans, ideas, and tools |
Source: 2007 WOOD Magazine Subscriber Study
WOOD subscribers are not only avid woodworkers but they are skilled home improvement enthusiasts.
They can perform a variety of projects themselves instead of hiring a pro. They are emotionally connected to their home and feel it is a reflection of who they are. Click here for more information on DIY WOOD Subscribers.
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