Rate Base: 25,000
Paid and Controlled: 16,500
Single Copy Sales: 7,000
Promotional/Events: 1,500
Age of Readership
under 18 2%
18-35 36%
36-45 38%
46-65 23%
66 and over 1%
Men: 92%
Women: 8%
Affluent
68% have an income over $60,000
Educated
68% College Degree
18% Graduate degree or higher
Loyal
54% only subscribe to Dirt Rag
31% subscribed for 3 or more years
10% lifetime subscribers
75% keep every issue of Dirt Rag
Active
63% ride 3 or more times a week
61% rate themselves as intermediate riders
33% rate themselves as expert riders
78% ride cross country
53% ride all mountain
19% ride downhill/freeride
34% ride singlespeeds
35% race mountain bikes
Buying habits
89% use Dirt Rag for purchasing decisions
67% will take a cycling related trip this year
66% will spend over $1,000 on cycling this year
58% own 5 or more bikes
Where They Spend
96% Local Bike Shop
68% Online
26% National Retailer (Chain)
Where they live
34% West
17% Midwest
19% South
23% Northeast
Rate Base: 24,000
Paid and Controlled: 10,800
Single Copy Sales: 11,000
Promotional/Events: 2,200
Age of Readership
18-25 5%
26-35 20%
36-45 29%
46-55 28%
56-65 14%
over 66 4%
Men: 90%
Women: 10%
Affluent
56% have an income over $60,000
Educated
68% College Degree
25% Postgraduate Degree
Active
75% ride 3 or more times a week
75% recreational road riding
70% commute by bike
46% mixed surface rides
40% mountain bike
38% touring
35% charity rides
Buying habits
88% use Bicycle Times for purchasing decisions
54% will take a cycling related trip in this year
54% will spend over $1,000 on cycling this year
69% own 4 or more bikes
Where they spend
95% local bike shop
62% online
35% national retailer
Where they live
29% West
27% Midwest
23% South
18% Northeast
