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% |
