ABOUT  MUSIC  PLAYER  NETWORK    The  Music  Player  Network  consumer  media  group  delivers  the  largest  audience  of  musicians  interested  in  all  aspects  of  musical  instrument  performance  and  music  production  technology.  For  40  years,  musicians  have  been  served  the  most  current  product  information,  artist  features,  lessons,  and  applications  tools  to  become  better  players.  Properties  include  Guitar  Player,  Bass  Player,  Keyboard,  Electronic  Musician,  Guitar  Player’s  Guitar  Superstar  competition,  Bass  Player  LIVE!  and  related  special  issues,  websites,  TV  sites,  webinars,  and  e-­‐Newsletters.    

                                                     

METHODOLOGY      On  February  24th,  2011,  surveys  were  sent  out  to  29,651  email  addresses  culled  from  the  combined  BPA  audited  circulation  (180,481)  of  Music  Player  Network  magazines  in  an  effort  to  find  out  more  about  our  subscribers,  their  musical  background  and  their  readership.      The  following  offer  was  made  to  recipients  as  an  incentive  to  complete  the  survey:    

                                       By  March  4,  2011,  1403  completed  subscriber  surveys  were  received  with  an  effective  response  rate  of  4.7%.          

NATIONAL  SURVEY  OF  READERS  MARCH  2011  

All  completed  surveys  will  be  entered  into  a  random  drawing  to  win  one  of  ten  Alesis  Video  Track  portable  audio/video  recorders.  

 ABOUT  THE  MUSIC  PLAYER  NETWORK  (MPN)  READER      AVERAGE  READER  AGE  ►  The  average  Music  Player  Network  reader  is  49  years  old.      Approximately  69%  are  over  45  years  of  age,  29%  are  between  25  and  44  years  of  age,  and  2%  are  24  years  of  age  or  younger.    

         READER  GENDER  ►  The  MPN  reader  is  predominantly  male.    Male   96.60%  Female   3.40%          EDUCATION  LEVEL  ►  58%  of  MPN  reader  have  a  Bachelor’s  degree  or  higher.    

         

                                                                                                                               

2.30%

28.30%

69.40%

Reader Age Range

24 or under

25 - 44

45 or over

1.50% 7.20%

30.20% 32.20%

6.40%

19.40%

3.10%

0.00% 5.00%

10.00% 15.00% 20.00% 25.00% 30.00% 35.00%

Highest Level of Education Acheived

% of readers

 READER  RELATIONSHIP  STATUS  ►  The  majority  of  MPN  readers  are  married  or  engaged.    

           READER  INCOME  ►  MPN  readers  have  an  average  2011  projected  household  income  of  $100,367.    

       

                                                                                                                                         

67.40% 11.70%

9.30%

6.00% 5.60%

Relationship Status

Married/Engaged 67.40%

Single, never married 11.70%

Divorced/Separated/Widowed 9.30% Domestic Partnership 6.00%

10.40%

7.40%

8.90%

21.60%

17.70%

18.80%

7.70%

7.50%

0% 5% 10% 15% 20% 25%

less than $30,000

$30,000 - $39,999

$40,000 - $49,999

$50,000 - $74,999

$75,000 - $99,999

$100,000 - $149,999

$150,000 - $199,999

$200,000 or more

2011 Projected Household Income

% of readers

 READER  ENGAGEMENT    LENGTH  OF  READERSHIP  ►  MPN  readers  have  received  or  regularly  read  (at  least  3  out  of  4  issues)  any  MPN  magazine  for  an  average  of  13.82  years.    

       

ADVERTISING  EXPOSURE  ►  82.4%  of  readers  read  or  look  at  half  or  more  of  the  product  advertising  in  a  typical  MPN  magazine.  

ACTION  TAKEN   %  OF  READERS  Read  all/almost  all              40.90%  Read  about  ¾            22.70%  Read  about  ½            18.80%  Read  about  ¼                9.90%  Skim  only                7.40%  None                0.30%  

     READER  ACTION  AS  A  RESULT  OF  ADVERTISING  ►  Readers  take  significant  action  as  a  result  of  reading  advertisements  in  MPN  magazines  in  the  last  12  months.  

ACTIONS  TAKEN                            %  OF  READERS  Visited  an  advertiser's  website   77.70%  Conducted  internet  search  for  product   73.80%  Purchased/ordered  a  product/service   55.20%  Discussed  ad  with  others   42.80%  

Contacted  dealer,  supplier  or  representative   32.40%  Recommended  a  product/service   25.00%  Filed  ad  for  future  reference   24.60%  Passed  along  ad  to  others   22.80%  Contacted  advertiser  in  some  other  way   10.50%  No  actions  taken   5.10%  Other   1.90%        

                                                                                                                                         

7.60% 7.60% 8.60% 8.50% 7.70% 9.60%

14.40% 12.60% 13.00% 10.30%

0 5

10 15 20

35 years

or more

30 -34 years

25 -29 years

20 -24 years

15 - 19 years

10 - 14 years

5 - 9 years

3 - 4 years

1 - 2 years

less than 1 year

% of readers

 

READER  PURCHASING    PRODUCT  OWNERSHIP  ►  MPN  readers  and  members  of  their  respective  households  own  a  variety  of  consumer  technology  products.      

                         

                                                                                                                                       

13.90%

15.00%

15.60%

34.90%

41.90%

46.10%

47.90%

52.10%

53.40%

54.10%

61.60%

65.70%

69.30%

91.40%

92.60%

0% 20% 40% 60% 80% 100%

Streaming video device (Roku, Apple TV, etc.)

Tablet computer (iPad, Samsung Galaxy, etc.)

e-Reader (Kindle, Nook, etc.)

Blue-Ray player

Bookshelf stereo system (compact, iPod dock, etc.)

GPS device

Home theater system

Digital video camera

Video game console (Xbox, Playtation, Wii, etc.)

Smart phone (iPhone, Android, Blackberry)

Multi-component stereo system

Portable Media Player (iPod, Creative ZEN, Microsoft Zune, etc.)

LCD/LED/Plasma Television

DVD player

Digital camera

Products Owned

% of readers and/or other household members owning

   FUTURE  PRODUCT  PURCHASING  ►  MPN  readers  and  members  of  their  respective  households  plan  to  buy  a  variety  of  consumer  technology  products  in  the  next  twelve  months.      

                 

 

                                                                                                                                       

1.90%

2.20%

2.70%

4.00%

4.50%

4.50%

4.70%

7.60%

7.80%

10.70%

12.30%

16.20%

18.70%

19.80%

20.10%

0% 5% 10% 15% 20% 25%

Bookshelf stereo system (compact, iPod dock, etc.)

DVD player

Multi-component stereo system

Streaming video device (Roku, Apple TV, etc.)

Digital Audio Player / Portable Media Player (iPod, Creative ZEN,

GPS device

Video game console (Xbox, Playtation, Wii, etc.)

e-Reader (Kindle, Nook, etc.)

Home theater system

Digital camera

Digital video camera

Blue-Ray player

Smart phone (iPhone, Android, Blackberry)

Tablet computer (iPad, Samsung Galaxy, etc.)

LCD/LED/Plasma Television

Future Product Purchases

% of readers and/or other household members planning to purchase

   BEVERAGE  CONSUMPTION  ►  MPN  readers  consume  a  variety  of  alcoholic  beverages,  either  at  home  or  away  from  home.      

                                                   

                                                                                                                                         

4.80%

6.00%

6.60%

8.10%

8.50%

11.10%

13.00%

13.00%

15.60%

16.30%

19.90%

30.60%

38.40%

45.80%

49.00%

0% 10% 20% 30% 40% 50% 60%

Brandy

Cordials/liqueurs

Whiskey: Canadian

Whiskey: Irish

Gin

Whiskey: bourbon/rye

Bourbon

Rum

Whiskey: Scotch

Tequila

Vodka

Wine: imported

Wine: domestic

Beer: imported

Beer: domestic

Types of Beverages Consumed

% of