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WOOD Subscriber Profile

The 2010 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................................................................... 69%
Expert............................................................................ 22%
Average
# of years woodworking...................................................
24.7
Average
# of hours spent woodworking per week............................
7.1
Average
# of projects completed per year......................................
6.4

 

COMPLETE AN ARRAY OF PROJECTS

Woodworking Projects plan to do in next 12 months:

Home improvement/repairs/restoration............................ 62%
Gifts & accessories......................................................... 34%
Workshop aides/jigs ..................................................... 61%
Furniture refinishing/repairs/restoration............................ 34%
Outdoors projects for patio, deck, garden......................... 55%
Small furniture.............................................................. 59%
Large furniture.............................................................. 25%
Turning (lathe) projects.................................................. 23%
Scrollsaw projects........................................................... 18%
Toys/Games.................................................................. 24%

 

ACTIVE SHOPPERS

Purchased Tools in Past Year From:

 
Centers............................................................... 74%
Specialty Woodworking Store........................................... 42%
Hardware Store.............................................................. 38%

Mail Order Catalogs..................................................................

29%

Mail Order Websites..................................................................

25%

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DEMOGRAPHICS

Male/Female...........................................................

96/4
Median Age (years).................................................. 60
Married................................................................... 87%
Median Household Income........................................ $84,236
Home Ownership..................................................... 97%
Median Home Value................................................. $226,883
Median Net Worth............................................................... $447,863
Graduated College+..................................... 61%
Professional/Managerial Title.................................... 46%
Earn All or Part of Income Woodworking..................... 21%

 

CATEGORY INVESTMENT

Average $ Spent:

On tools/supplies in past year................................... $1,162
On workshop since began woodworking....................... $17,513

 

PURCHASES
Plan to buy:
Benchtop/Stationary Tools next 2 years...................... 50%
Portable Power Tools next two years.......................... 31%

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UNDUPLICATED READERSHIP
WOOD subscribers do not read or subscribe to:
This Old House......................................................... 91%
Family Handyman..................................................... 86%
Fine Woodworking..................................................... 88%
Woodworker’s Journal................................................ 87%
Popular Woodworking................................................. 89%
American Woodworker................................................ 88%

 

INVOLVED READERS
Spend 1.7 hours with each issue of WOOD (average)
94% save their issue for future reference
80% say advertising in WOOD is informative & helpful
81% agree that WOOD is the #1 woodworking magazine for project plans, ideas, and tools
91% read 4 of the last 4 issues
Pass along readers per issue: 1 (total readership is 900,000)

Sources: 2013 May Readex Research, 2012 Meredith Database Analytics & 2010 WOOD Magazine Subscriber Study

 

HOME IMPROVEMENT DIYERS:
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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