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northwestern and central Vermont
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Who Reads Green Living?


64,000 copies of 4 quarterly local editions of Green Living Journal are distributed FREE at nearly 1,200 green businesses throughout the regions mapped below. They literally fly off the newsstands, and are gone after about six weeks. A new edition of Green Living Journal usually launches each quarter. If your region isn't shown below, consider starting your own edition; for more information, check out this page.

map of Champlain territory

Approximate distribution area of Champlain edition
Ellen Shapiro, Local Publisher

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Other Editions of
Green Living Journal


River Valley
Upper Connecticut River Valley
Stephen Morris, Publisher

Columbia River
Portland, Oregon - Vancouver, Washington
Gary Munkhoff, Publisher

Upper Valley
Upper Connecticut River Valley
Stephen Morris, Publisher

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Who Reads Green Living? -- Demographics

With regard to demographics, we were wondering the same thing. Unfortunately we don't have the resources to do a thorough reader survey, so what we've done instead is ask Sierra magazine for a profile of their readers. We choose Sierra for a couple reasons.

Sierra is the largest circulation (500,000+) commercial environmental magazine in the country (Greenpeace puts out a larger circulation publication, but they don't accept advertising and thus they don't have a reader survey). As the largest publication, Sierra's reader survey should be the most statistically accurate.

Green Living has a similar tone to Sierra. We've reprinted several of their articles in past issues and always include a questions and answers column that first appeared in Sierra (naturally, all reprints are done with the appropriate reprint permission).

Is the profile of Green Living readers as desirable as that of Sierra readers? Most likely not. Sierra readers pay for the publication (either directly or from their membership dues to the Sierra Club) and only a small percentage of our readers are subscribers. Still those people that pick up Green Living are a self-selected group obviously interested in the environment. What's clear from Sierra's survey is that people interested in environmental issues are a desirable group to reach. Even if one were to discount Sierra's numbers by 25%, you'd still be reaching a highly educated affluent group of readers.

General Profile Sierra Readers U.S. Adults
SEX
Male
Female
47.3
52.7
47.7
52.3
AGE
18-24
25-34
35-44
45-54
55-64
65+
Median
Average
2.5
19.7
26.9
17.2
13.2
19.7
45.1
47.2
14.8
24.3
19.1
13.2
12.7
15.9
40.4
43.1
COLLEGE EDUCATION
Attended
Graduated
Grad Study
Grad Deg.
95.9
78
57.9
42.3
35.6
17.5
7.8
4.9
Assets/Money Sierra Readers U.S. Adults

HOUSEHOLD INCOME

$25,000+
$30,000+
$40,000+
$50,000+
$60,000+
$75,000+
$100,000+
Median
Average
88.6
82.3
67.8
53.7
44.5
32
18.8
$53.9K
$70.9K
61.9
53.1
36
22.5
13.3
6.5
2.7
$32K
$36K
HOME OWNERSHIP
Own
Med. Value
Avg. Value
Own 2nd Home
78.3
$161K
$209K
28.6
70.3
$75K
$92K
12.8
HOUSEHOLD NET WORTH
$200,000+ 39.5 10.9
$300,000+ 22 N/A
$400,000+ 12.2 N/A
$500,000+ 6.1 N/A
Median $161.3K $75K
Average $209.3K $92K
39.5
22
12.2
6.1
$161.3K
$209.3K
10.9
N/A
N/A
N/A
$75K
$92K
VALUE OF INVESTMENTS*
Up to $25K
$25-49K
$50-99K
$100K+
Median
Average
33.3
15
14.5
26.3
$43.8K
$119.5K
74.5
10.9
9.9
4.9
$8K
$21K
*Base: Those who own investments in addition to real estate
Interests Sierra Readers U.S. Adults
LEISURE ACTIVITIES
Cultural Events
Gardening
Live Theatre
Bicycling
Camping
Hiking
Swimming
Golf
Jog/Run
X-Country Ski
Downhill Ski
Fishing
Tennis
Boating
Fitness Walk
Aerobic Exer.
Birdwatching
Canoe/Kayak
79.1
63.8
63.4
7.8
50.2
59.9
54.3
14.7
26
24.1
19.8
21.4
18.8
18.7
50.6
33.2
31.3
17.7
13.9
N/A
14.5
17
19.8
6.7
24.7
10
8.7
2.5
5.5
20.4
7.1
10.8
N/A
10.4
N/A
N/A
DIRECT RESPONSE
Made a purchase
by mail or phone
Books
Apparel
Gardening
Records/Tapes
Kitchen Item
Food
Collectibles
Camping Equip
Compact Discs
Video Cassettes
85
63.6
72.7
10.5
19
20.7
14.3
11.6
16.5
14.7
11

46.6
N/A
47.6
N/A
16.5
N/A
N/A
6.4
N/A
N/A
N/A
BOOK PURCHASES
Purchased in last 12 months
Median #
Average #
91.5
11.3
15.3

52
6.3
9.5

If you'd like to know more about advertising in Green Living (and our excellent rates), contact us (potential advertisers who'd like to see our rate sheet and/or a sample issue, please include a day time phone number). For all non-rate advertising information please read our Advertising Information section.

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Champlain editor: Ellen Shapiro
advertising : Ellen Shapiro : 802.373.4006 : Ellen <at> GreenLivingJournal.com

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