All the Mag Stats You Can Handle

Don't Feel Like Poring Over the Latest MRI Report? Here Are the Highlights

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Our favorite sign of the season has to be the release of the Mediamark Research Inc. (that's MRI to you) spring research results -- there's nothing better when summer is right around the corner than churning through data about magazine readers' median ages and so on. But for those less inclined to pore over spreadsheets, we've compiled this handy crib sheet.

LADIES' FAVORITE MAN MAG:
With its female audience of 2.6 million, no other men's title comes close. But it's not clear whether they're into the humor or there to monitor articles-cum-pin-ups such as "Dump Your Girlfriend For Me!"

DUDES' TOP LADY MAG:
Was there any doubt? Cosmo wins hands down, with a male audience of more than 2.4 million following its sex-centric content. There's also a little man-tailored service in there, such as "Cosmo for Your Guy."
FEWEST MEN PER COPY:
What do guys have against First for Women and Working Mother? Neither gets more than 0.06 men to look at any given copy. Woman's World gets five times that many.

FEWEST WOMEN PER COPY:
American Rifleman takes the prize for repelling women, snaring the attention of just 0.37 women per copy. Even Penthouse crushes that stat (it averages 1.41 women per copy).


HIGHEST-FLIERS:
Who's got the richest readers? It's those hard-charging, apparently important airline titles that we tend to forget while we're on the ground -- United Airlines' Hemispheres ($116,884) and Delta's Sky ($105,421).
OLDEST READERSHIP OUTSIDE THE AARP MAGAZINE:
Not even Arthritis Today (median reader age: 58.6) can out-old AARP. But when we exclude the hoary champ, this distinction belongs to American Legion magazine, which tied AARP at 62.

YOUNGEST READERS
CosmoGirl rates No. 1 for youngest readers, with a median age of 23 (although we should note that MRI excludes minors from this research and fields a separate, more teen-centric study on other occasions).


THE PAUPER-AZZI:
Bauer Publishing's In Touch Weekly has a cheap $1.99 cover price, but money and thrift aren't mutually exclusive. The celebrity mag whose readers have the lowest median household income, at $49,977, is actually Star.
BEST REVERSAL OF FORTUNE:
Harper's Bazaar readership has gotten a little sexier to advertisers in the past year, growing its median household income by $18,486 since last spring's study to total $76,503.

WORST REVERSAL OF FORTUNE:
Tennis saw its readers' median household income tumble $23,730 between spring MRI studies, to $73,883 this year from $97,613 in 2006. Time for less tennis practice and more hours at the office.


BIGGEST BACKER OF AUDIENCE METRICS:
Handguns magazine has an average paid circulation around 114,000 but an audience, according to MRI, of 5.4 million. That means each copy of Handguns was seen by more than 47 adults.
BEST PAYBACK:
New York may have won five National Magazine Awards while The New Yorker whiffed on every nomination, but David Remnick's title beats New York on important measures such as median household income and readers per copy.

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