ABOUT GUITAR PLAYER Since 1967, Guitar Player has been the most well-respected guitar magazine in the world. With in-depth artist profiles, challenging lessons

and industry-leading product reviews, Guitar Player has everything guitarists need to play better and sound better right now.

METHODOLOGY On February 24, 2011, surveys were sent out to 12,048 email addresses randomly culled from the BPA audited circulation of Guitar Player magazine in an effort to find out more about our subscribers, their musical background and their readership. All of the data presented is solely based on this in-house study.

The following offer was made to recipients as an incentive to complete the survey:

SUMMARY Guitar Player subscribers are serious and influential players, passionately invested in GP’s editorial mission, and have

the financial means to feed their obsession for new gear.

Serious and Influential

Passionate and Invested

Affluent and Gear Obsessed

ABOUT THE GUITAR PLAYER SUBSCRIBER

INCOME

► Subscribers have an average 2011 projected household

income of $105,414.

Guitar Player subscribers are loyal readers who are well-educated and have considerable discretionary income.

EDUCATION LEVEL

► 59% of subscribers have a Bachelor’s degree or higher.

BRAND LOYALTY

► The vast majority Guitar Player subscribers do not read competing publications.

SUBSCRIBER ENGAGEMENTSUBSCRIBER ENGAGEMENT Guitar Player subscribers indicate that advertising is a primary factor in influencing their decision to purchase. They are also loyal and longtime subscribers, investing hours reading each issue.

ADVERTISING EXPOSURE

► 83% of subscribers read or look at half or more of the product advertising in a typical GP magazine.

ACTIONS TAKEN AS A RESULT OF ADVERTISING

► Subscribers take a variety of significant actions as a result of reading advertisements in Guitar Player magazine.

LENGTH OF READERSHIP ► Subscribers have received or regularly read (at least 3 out of 4 issues) GP magazine for an average of 13.8 years.

TIME SPENT READING

► 70% of subscribers spend two or more hours

reading a typical issue.

70%

28%

2%

SUBSCRIBER INFLUENCE

► Subscribers have provided influential advice to friends and

colleagues on using, choosing and purchasing gear.

MUSICAL BACKGROUND Guitar Player subscribers are experienced musicians, and while guitar is their primary instrument, the majority

of GP subscribers also perform/are proficient on other instruments as well.

LENGTH OF PLAYING

► 90% of subscribers have been playing an

instrument for 10 years or more.

ADDITIONAL TYPES OF INSTRUMENTS PLAYED

In addition to guitar, subscribers play a wide variety of

instruments.

STYLES/GENRES PERFORMED

Subscribers perform a variety of musical styles.

INSTRUMENT/GEAR OWNERSHIP Guitar Player subscribers are active consumers in the MI and audio marketplace and plan to purchase a wide variety of

instruments and gear in the next 12 months.

GUITARS & BASSES

5 out of 6 subscribers plan

to purchase a guitar in the

next 12 months.

LIVE PERFORMANCE GEAR

RECORDING GEAR & SOFTWARE

2 in 5 subscribers plan to purchase multichannel recording systems (hardware & software).

1 in 6 subscribers plan to

purchase a PA system.

AMPS & EFFECTS

ACCESSORIES 7 out of 10 of subscribers plan to purchase cables and strings.

2 out of 3 subscribers plan to

purchase an amp & speaker

cabinet, as well as a single or multi-

effect stompbox.

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Serious and Influential

Passionate and Invested

Affluent and Gear Obsessed