Age of Readership
18-35 29%
36-45 41%
46-65 27%

Men: 94%
Women: 6%

Affluent
Average Income $80,000

Educated
75% hold at least a college degree
21% hold a post-graduate degree

Intelligent
90% use Dirt Rag to determine purchasing decisions
76% will go on a cycling-related trip this year
55% plan on spending more than $1000 on bikes / accessories this year
62% have at least 5 bikes in their household

Where They Spend
96% Local Bike Shop
74% Online
28% National Retailer (Chain)

Loyal
73% subscribe only to Dirt Rag
76% keep every single issue of Dirt Rag
3.2: average number of hours spent with each Dirt Rag
2.4: pass along rate

Active
71%: ride 3 or more days per week
62% categorize themselves as Sport level riders
34% categorize themselves as Expert level riders
73% Hike/Backpack
70% Camp
50% Ski or Snowboard
31% Run
29% Engage in Paddle Sports

Diverse
94% ride Cross Country
62% ride Road
49% Commute
32% ride Downhill / Freeride
15% Tour

2009 Dirt Rag Circulation Highlights:
•Issue #139 was the best selling issue on the newsstand in the history of Dirt Rag!
•Newsstand sales up 11%, distribution up 18.5%

Newsstand Total: 29,835 copies
Bike Shops: 2,448 copies
Paid and Controlled Circulation: 14,515 copies
Promotional and Event: 1,702 Copies
Grand Total: 48,500 Copies