How Mensans live Advertising Research Objectives The advertising research was developed to enable Mensa to identify strengths and opportunities for prospective advertisers, and to provide direction to effectively position the Bulletin by identifying prospective advertising categories ,and the buying power of members and their households. Specifically, the advertising study was to provide Mensa with readership characteristics, business-related product information, consumer product information and demographic data on the primary readers of the Mensa Bulletin. The data were to be used in developing a marketing plan to develop and build advertising non-dues revenue from the Bulletin for American Mensa. Certainly this subscriber study provides detailed information useful for its original intent, i.e., analyzing the potential of developing an advertising program for the Bulletin. But it also provides an interesting look at Mensa members that may be used to help develop new programs and products and not necessarily only in the communications and publications realm. With this study, AML possesses valuable, current information about the purchasing patterns of Mensa members. For example, the information can be used as negotiation leverage in any possible discussions with outside ventures interested in reaching the approximately 55,000 Mensa members. Simmons studies carry a reputation for excellence and are highly respected within the field. They help publishers present their readers in the most positive way. Their studies are recognized as delivering more reliable, more powerful sales information about readers. It has been the NJN experience that Simmons research helps sell advertising. Publications gain statistically affirmed evidence to help advertising sales efforts; this verification makes the magazine more desirable to prospective advertisers. We have found that this kind of research not only provides new insights into readers, but may uncover pertinent sales points never before contemplated. Ideally, this type of subscriber study should be performed every 24 to 36 months. The ability to compare data over time is highly desirable to agency media people as well as to the sales representatives in the field. High Response Rates According to Simmons, the Mensa Bulletin study yielded the highest response rate the company had during 1992 and one of Simmons' highest response rates ever. In addition, both Research U.S.A. and Simmons were extremely impressed with the quality of the member list submitted for the sample. It was the "cleanest and most accurate" they had ever encountered. For this study, a total of 726 completed questionnaires were returned for a total response rate of 72.7 percent (see "Notes on the Data" sidebar, page 20, for additional information on methodology). Readership Characteristics Mensa Bulletin readers are loyal and consistent in their readership. The majority read all issues, with 42.2% referring back to a particular issue one time and another 44.9% referring back two to three times. Three or four of the last year's 10 issues were reported to have been read by 81.5%. Of these loyal readers, i.e., readers who read four of the last four issues of the Mensa Bulletin, 41.8% reported spending between 30 and 59 minutes "reading or looking through" the last issue of the <MI>Bulletin<D>. Of total respondents, 56.9% reported that they spent up to one hour reading or looking into the last issue. Although 30.4% of total readers (and 32.1% of loyal readers) reported saving their issues of the Bulletin when they have finished reading them, a majority of readers (55.8% total; 52.7% of loyal readers) said they discard the Bulletin. Compared to actions taken by other audiences of member magazines with which we have worked, the actions reported by Mensa Bulletin readers are somewhat low, except in one instance, and perhaps reflect some dissatisfaction with the magazine's content. Nearly one-half (48.5%) of total readers reported discussing an article from the Bulletin with someone else. Another 28.2% said they have cited or quoted an article as a reference. But only 18.8% have cut out an article for reference. Only 8.6% have responded to a mail or telephone offer (most likely reflecting the low level of such offers appearing in the magazine). An even smaller 4.9% and 4.6% have "ordered/ bought a product or service" or "requested more information about a product or service," respectively. A full 36.3% reported taking none of the 11 actions offered as responses. Mensans Travel Mensa Bulletin readers are widely traveled. More than 91% reported domestic travel during the past 12 months, which is 177.1% higher than the national average as reported in Simmons' 1991 Study of Media and Markets.(SMM). Males and females travel at like rates, as do all categories tabulated in the survey (i.e., age, household income, employment, etc.) Of those with household incomes of more than $100,000, a full 97% reported domestic travel in the past year. The SMM figure for 1991 is 51.5%. Mensans travel for business (39.4%) as well as for pleasure (48.9%). Again, these compare strongly and favorably with national averages of 8.2% and 27.2%, respectively. Nearly two-thirds of Mensans (62.4%) reported taking at least one round-trip air flight within the past 12 months. This rates 256.8% higher than the national average of 24.3%. Mensans making between seven and nine round-trip air flights in the past year reported in at 7.3%, 1,042.9% higher than the national average. Mensans also report a high level of travel outside the United States. More than one-half have taken a foreign trip in the past three years. This is 334.7% higher then the national average of 17.2%. As might be expected, those with household incomes of $100,000 or more reported foreign travel at the higher rate of 74.6%. The purpose of these foreign trips was reported as 33.2% for vacation, 12.9% for business, and 6.2% for combined business and pleasure. Europe was the most popular destination reported for foreign travel by Mensans in the past three years at 24%. Canada was visited by 17.9% of members, Mexico by 12.5%, the Caribbean by 11.8% and the Far East by 4.1%. Although these numbers may not appear large at first look, they are very substantial when compared with national averages. For example: 2.1% of Mensans reported a trip to China within the past three years; this compares with a reported 0.2% national average, which is a 1,033.1% higher incidence of travel to China by Mensa members than by the average American consumer. Mensans Love Computers It will come as no surprise that nearly three-quarters of Mensa members own a personal computer at home (73.1%). This compares favorably with the national average of 21.4%. What is more interesting, especially for prospective advertisers and their agencies, is how many computers are to be found in Mensa households: 39.1% own one; 16.8% own two; 5.4% own three; and 3% own four or more. This is highly unusual, so much so that Simmons does not survey nationally for these multiple ownership figures. By far, Mensans prefer the DOS platform (51.2%) versus the Macintosh operating environment (11.8%). The majority own desktop systems, but a significant 10.2% own laptops. In the area of types of computer software owned, the numbers are excellent and interesting. More than 60% own word- processing software, more than 40% own games/recreation packages and spreadsheet programs, more than 35% own filing/data-base software, more than 30% own communications and utilities/programming-aids software. These results compare against the national average by as much as 1,473.2% for communications programs to as "little" as 511.4% for games/recreation programs. The men and women of Mensa own different types of software, with men generally owning more packages and more varieties than women. The following software registered double-digit preferences for males over females: spread sheets, utilities/programming aids, communications, filing/data base and business software (accounting, payroll). Mensans report using personal computers at home for word processing (58%),playing computer games (39.8%), filing/ data-base management (31.4%), personal financial management (30.4%) and education (26.2%). Interestingly, "home shopping" as a purpose for using a computer at home was identified by 5% of males vs. 0.4% of females. Of those members whose households own a personal computer, about 25% subscribe to an on-line information network. CompuServe reaches 9.2% of those members; 12.3% of those subscribers are males versus 4.1% female. Prodigy is the second most favored service, with 7.2% subscribing (7.5% male, 6.3% female). Mensans report owning a lot of peripheral computer equipment, too. More than 50% own a monitor (as additional equipment for a laptop or older-model computer -Ed.). This may not seem so unusual until the figure is compared with the national average of 7%, which is a 741.8% difference. Other popular peripherals include hard disk drives (47.5%), floppy/flexible disk drives (47.2%), dot matrix printers (45.2%), mouse (43.3%), modem/phone attachment (36.5%) and optical scanners, which at 5.9% outdistances the national average of 0.5% by 1,184.6%. Mensans Enjoy Reading Mensa Bulletin readers like games and buy them. More than 20% have purchased a board game (such as Trivial Pursuit) in the last 12 months. This compares with a national average of 14%. When specifically asked about video games, Mensans reported that computer games were their favorite purchase (24.2%). Not a surprise to anyone is the information that Mensans are voracious readers. A full 62.9% spend 10 or more hours reading per week while not at work. Of that number, 21.2% report spending 11 to 19 hours and 17.4% report 20 to 29 hours per week. Of Mensa households, a full 99% subscribe to magazines and 78% to newspapers. Subscribing to four magazines is 13.5% of households, with 16.1% holding subscriptions to more than two magazines. Up to two newspaper subscriptions are held by 65.8% of Mensan households. When asked what kind of magazines they subscribe to, Mensa Bulletin readers reported a wide variety of interests: 68.3% noted "special-interest publications," with males and females reporting within 3.3% of each other. 55.1% read "professional or trade publications." 50.8% read "news weeklies/business publications." 44.2% read <169>general interest publications" (e.g., People, The New Yorker, Vanity Fair), with 21.6% more females reporting reading these category than males. Mensans Buy Books, Discs and Tapes Mensans purchase a lot of these products. In fact, 97.1% purchased an item in these categories within the past 12 months. More than 90% purchased a book, more than twice the rate of the general population. Paperbacks and hardcovers are bought at about the same rate, 87.7% and 77.7% respectively. The mean figure for paperback books purchased in the past 12 months is 20.61. The mean figure for hardcover books purchased within the past year is 9.43. Bulletin readers also bought prerecorded audiocassette tapes (55.2%), compact discs (CDs) (45.9%), and blank audiocassette tapes (45.9%) during the past year. All these numbers are two to three times the national average. Of those who purchased CDs in the past 12 months, 23.6% bought ten or more. This is more than eight times the national average. The mean is 13.46 purchased in the past 12 months. Of those who purchased blank audiocassettes in the past year, 23.9% bought 10 or more, about four times the national average. The mean reported is 12.22 cassettes purchased in the past 12 months. Mensans Look and Listen Mensa Bulletin readers report buying audio equipment at a rate of about four times that of the general population; 39.8% have bought equipment within the last 12 months. Mensans own AM/FM radios with cassettes (69.3%), stereo receivers/tuners/amplifiers (57.7%), portable walk-about stereos with headphones (57.7%), separate stereo speakers (50.1%), cassette decks (41.7%), compact disc players (39%), compact or mini-systems (32.9%) and audio component systems (30.4%). In video equipment, 80.2% of Bulletin readers report owning video cassette players/recorders; 22.6% own video cameras/camcorders as compared to 10.9% of the general population. A full 37.4% of households with children own camcorders. More than one-third (34.3%) reported having purchased some type of video equipment in the past year: 19.1% have purchased a color TV and 18.5% have purchased a videocassette player/recorder. More than 75% have rented a video cassette in the past 12 months. And, more than 50% of Mensans report renting ten or more video cassettes in the last 12 months (13.1% of those reported more than 30 videos rented in 12 months). The median rental was 13.14. Bulletin readers buy videotapes as well as rent them. More than three-quarters (77.5%) purchased a cassette in the past 12 months, with the mean at 13.12. And not only do they buy prerecorded videotapes, they also purchase blank videotapes at the median rate of 10.32 in the past year. What kinds of prerecorded videos do Mensans rent? Nearly three-quarters (72.3%) rent movies as compared to 42.6% of the general population. Another 9% rent "how-to" or instructional videos. This is 688.7% higher than the national average. More than 11% of these types of videos are rented by households with children. More females than males rent exercise/aerobics videos (8.5% vs. 2.6%). When purchasing pr-recorded videos, readers reported buying movies (35.5%) and children's subjects (16.8%) most. Mensans Enjoy Sports and Leisure Activities Mensans are an active group. They participate in a wide variety of sports activities, all at rates higher than the general population. Some of the favorites: fitness walking/exercise walking (56.7%) swimming (44.6%) bicycling (37.2%) hiking (27.3%) jogging/running (19.6%) overnight camping trips (19.4%) weight training (19.4%) golf (17.8%) fishing (17.4%) aerobics (16.4%) snow skiing (16%). Mensans reported participating in the following leisure activities during the past 12 months: read books (88.2%) gardening (56.7%) attended a concert (53.9%) visited an art museum (50%) playing board games (49%) attended a dance performance/ live theater (47.9%) cooking for fun (46.7%) playing card games (41.7%) attended a live sporting event (40.8%) photography (37.3%) visited a zoo (37.2%). Bulletin readers like photography. A full 97.1% own a 35mm camera, which is 203.4% higher than the national average. The mean figure for rolls of film, reels, cartridges or discs used in the past 12 months is 15.27, with males using just about twice as much as females. Mensans Use Credit Mensa Bulletin readers have and use credit cards at a rate 30% higher than the national average. The most popular card is VISA (76.7%), followed by MasterCard (60.6%), department store cards (64.5%), telephone credit cards (53%), gasoline credit cards (45.6%), American Express (33.7%) and Discover (31.8%). More than 87% have used their credit card(s) in the past 12 months, which is 35 percentage points higher than the national average. Mensans Save for a Rainy Day Mensans report investments and banking activities far above the national average. For example, 22.2% of Bulletin readers own investment property, as compared with only 3.6% of the general population, a difference of 616%. Another 11.3% report having Keogh accounts, versus only 1.4% of the general population. More than 14% possess tax-sheltered annuities, which is 268% higher than the national average. More than 8% report trust agreements, which is 812.7% higher than the national average. Members also report having acquired many of these investments at a faster rate than the general population over the past year. For example, 3.3% of Mensans have used financial-planning assistance in the past year as compared with 0.1% of the general population; this is a 3,305.8% higher incidence than that found in the general population. Another example: 3.7% of Mensans purchased a safe-deposit box in the past year. This indicates a 3,719% higher incidence than in the general population. More than 40% currently have bonds, 36% have money market funds and nearly 48% own stocks, as compared with 10.2% of the general population. More than 20% report owning "collectibles." Mensans are acquiring these collectibles at a rate 1,721.8% higher than the national average. The 77.7% of Mensans who own securities reported the total current value of all securities owned as follows, with the mean value of securities owned at $83,270: $200,000 or more 16.3% $10,000 - $24,999 10.5% $50,000 - $99,000 11.2% under $5,000 10.5% More than 70% of Mensa Bulletin readers own their own home. More than 20% report their home's value between $100,000 and $149,000. Another 27.1% report their home's value between $150,000 and $499,999. The mean value is $179,930. About Mensans in General Mensa is an organization that is predominantly male (62.8% are male; 37.2%, female). This is not consistent with the general population as identified in Simmons' 1991 Study of Media and Markets, which is slightly skewed to females (52.3% female vs. 47.7% male). The median size of households was reported at 2.57 persons. In contrast to the general population, Mensans tend not to have children under 18 at home (73.8%) as compared to 60.1% for the general population. The median age of members is 46.45 years, versus 40.70 years for the general population. When comparing Mensa to the general population, membership in the 18 to 34 age category is less than in the general population (15.7% versus 38.2%). In the 18 to 49 age group, the numbers are almost the same as the general population (62.4% versus 66.1%). In the 25 to 54 age group, however, Mensa member numbers increase over the general population (72.6% versus 58.6%). Marital status of Mensa Bulletin readers is similar to the general population in the never-married and married classifications at 21.5% and 53.9%, respectively (versus 22% and 59.6% for the general population, respectively). However, the rate of divorced members is significantly higher than the numbers in the general population: 21.3% of Mensans reported being divorced versus 8.8% of the general population. A full 81.5% of the members are employed, which is higher than the general population (68.6%). (The remaining 18.5% include students, as well as retired, disabled and unemployed pesons. More than 70% of Mensans are employed full time. Mensans reported they work in the following industries: manufacturing (12.3%) educational services (9.2%) health services (8.8%) business services (8.4%) public administration (7.6%) and many others. The types of employment reported tend not to be in physical labor or in retail or wholesale trade. Just under 60% report they have "professional" or "managerial" jobs, and 66.8% report their titles as follows: "professional," "managerial," "technical" or "proprietor." Slightly more than 16% reported that they are in "top management," meaning owner, partner, CEO, president, vice president, general manager or financial manager. Slightly more than 50% reported positions as "department manager" "dealer/broker" or "consultant."Mensans are, as expected, a well-educated group. A full 95% have attended college, versus 38.7% of the general population. More than 75% have graduated from a four-year college. More than 20% hold a master's degree. Almost 10% possess a Ph.D. The mean household income is $73,300. The median household income for Mensans is $57,560, as compared to the median U.S. household income of $33,900. To Sum It All Up A considerable amount of solid information has been derived about Mensans and must be professionally packaged, promoted and sold to potential advertisers and their representatives. It is important to clarify that having the right information and delivering it in the wrong way will not bring progress. The facts at hand must be further analyzed, synthesized and summarized so that a series of print information vehicles including media kits, targeted marketing pieces and sales tools are produced as part of a professional, strategic marketing plan. Mensa now has sufficient information and a documented, credible story to sell versus previous guesstimates and merely a story to tell. The wealth of data produced gives Mensa a unique opportunity to view its publication in concert with its other membership marketing efforts, because this data can be applied universally. And, given the current conditions in the advertising marketplace, Mensa may be able to build its advertising revenues directly through sales efforts and indirectly through a planned approach to build marketing alliances and partnerships. This type of strategic marketing plan that aims at integrating and coordinating the various marketing efforts for building non-dues revenue through publication advertising, exhibits at meetings and conventions, affinity membership programs and so forth, along with building membership benefits as a tool to increase future membership, while satisfying current members, offers an opportunity far exceeding the initial objectives for surveying Mensans. Mensa represents an excellent target market. As an organization, Mensa is faced with an excellent opportunity. Now is the time to make the vision a reality. What began as a review of the Mensa Bulletin has opened an opportunity for an organizational program leading to a process building Mensa For The Millennium. NOTES ON THE DATA: Research U.S.A. Editorial Study Names used for this survey were selected on an nth name basis from the MENSA BULLETINs active circulation list for a total of 1,000 names. On August 4, 1992, every name selected was mailed an advance-notice postcard signed by David D. Felt, Chairman of the American Mensa Committee and Stacey M. Van Geest, Publications Officer of the AMC. The postcard informed the participants of the survey and their selection, and asked for their cooperation. On August 7, 1992, every name was mailed a four-page questionnaire, a cover letter from the MENSA BULLETIN, a $1 incentive from Research USA, and a stamped, return envelope. On August 14, 1992, every name was mailed another copy of the questionnaire, a cover letter and a stamped, return envelope. By September 14, 1992, 768 questionnaires had been completed and returned. The information in the Research U.S.A., editorial study is based on an examination of the data extracted from the total sample. Results are projectable within a range of + 3.6% (with 95% confidence). Total: Original Sample 1,000 Returns: Incomplete 1 Undeliverable 7 Too late for tabulation 7 Total 15 Net Eligible Sample 985 Completed Questionnaires Returned: 768 Response Rate 78% NOTES ON THE DATA: Simmons Market Research Study Using the active subscription list of the Mensa Bulletin, a total of 1,000 subscribers was selected on an nth name basis. On July 23, 1992, the sample of 1,000 was sent an advance postcard, signed by AMC Chairman David D. Felt and AMC Publications Officer Stacey M. Van Geest, which served as an introduction to the study and alerted sample members that they would soon be receiving the questionnaire. On July 27, 1992, all 1,000 sample members were mailed a questionnaire packet consisting of a six-page questionnaire, a cover letter from Felt and Van Geest requesting their participation, and a postage-paid envelope for the return of the questionnaire. The packet included a $1 incentive for participating in the survey. A second mailing to non-respondents was sent on August 17, 1992. The mailing included another copy of the questionnaire, a postage-paid envelope, a revised cover letter and no incentive. The information in the Simmons Subscriber Study is based on an examination of the data extracted from total sample. Total: Original Sample: 1,000 Post Office Returns: 2 Net Eligible Sample: 998 Completed Questionnaires Returned: 726 Response Rate: 72.7% Means were computed using the actual values reported by respondents in open-ended questions and the midpoint values of the ranges in closed-ended questions. For the bottom range, the midpoint was used (i.e., under 10 = 5); for the top range, the lower limit of the range was used (i.e., 50 or more = 50). Medians were computed using a summation process to reach the value at which 50 percent of the responses were higher and 50 percent of the responses were lower. With grouped data, the median value was calculated by taking the required proportion of the range within which the median value (50%) fell. "No" answers to readership and demographic questions were excluded from the base used for "percentaging."