Our Audience

At A Glance

  • 33.5 median age
  • 94.7% male readers
  • 2.23 hours spent with each issue
  • $77,500+ median household income
  • 30,000+ print circulation
  • 462,000+ total reach (print & digital)

Source: DRUM! Magazine 2011 Reader Survey

Demographics

AGE

13-19 23.6%
20-24 10.9%
25-29 6.5%
30-39 18.8%
40-49 23.4%
50+ 16.9%

HOUSEHOLD INCOME

Less than 20k 9.2%
$20k-$40k 17.1%
40k-$60k 13.2%
$60k-$80,00 25.1%
$80k-$100k 15.1%
Greater than $100k 20.3%

Engagement

TIME SPENT READING EACH ISSUE

1 hour or less 8.3%
1-2 hours 37.8%
203 hours 28.2%
More than 3 hours 25.6%
Pass-along readership 2.3 readers per issue

ACTIONS TAKEN AS A RESULT OF ADS SEEN IN DRUM!

Visited an advertiser’s site 89.9%
Purchased an advertised product 61.4%
Contacted an advertiser for more information 22%
Saved an ad for future reference 51.3%
Visited retailer to see/demo a product 50%
Referred to an advertisement when purchasing music products 35.7%
Discussed an ad with others 75.8%
Requested a manufacturer’s catalog (digital or print) 37.5%

Experience & Interests

SKILL LEVEL

Beginner 4.4%
Intermediate 47.5%
Semi-pro 34.8%
Pro 13.3%

YEARS PLAYING DRUMS

1-3 years 16.8%
4-6 years 20.6%
7-10 years 14.7%
11-20 years 12%
21-30 years 16.5%
31+ years 19.4%

STYLES PLAYED

Rock 92.4%
Pop 51.9%
Punk 28.5%
Jazz 38.6%
Jam 25.4%
Metal 45.6%
Blues 46.8%
Funk 39.9%
Progressive 13.7%
Urban Hip-Hop 12.8%
Folk 7.6%
Classical/Orchestral 10.1%
Marching 15.2%
Techno 5.7%
Afro Cuban or Latin 16.5%
Church/religious 13.6%
Other 4.4%

INSTRUMENTS PLAYED

Drum set (acoustic) 98.1%
Drum set (electronic 33.3%
Hand drums 25.8%
Mallet 8.9%
Marching drums 13.4%

ACTIVITIES

Lessons 33.8%
Practicing daily 81.5%
Writing songs 41.6%
Live performance 70.1%
Recording in a home studio 41.6%
Recording in a pro studio 21.4%
Recording on a PC 36.6%
Playing instrument other than drums 26%

CURRENTLY RECORDING?

Yes 45.9%
No 54.1%

Consumer Insights

PLAN TO BUY

Acoustic Drum Sets 39%
Electronic Drums 37%
Snare Drums 49.2%
Cymbals 78.9%
Pedals & Hardware 71%
Heads 96%
Accessories 59.9%
Mallet Instruments 8.8%
Conga/large hand drum 14.0%
Microphones 44.1%
Other recording gear 50.1%
PA or performance gear 36%

BIGGEST INFLUENCES ON PURCHASES

Radio ads 7.2%
Magazine ads 64.7%
Endorsements 35.3%
Product reviews 81.4%
Web advertising 41.3%
Forums, online advice 47.87%
Friend’s advice 55.6%
Store salesperson 40%