PRINT APPEAL: Asian-Americans may read the same number of magazines per month, on average, as Americans overall (nine), but they’re a significantly more affluent and better-educated audience, making them prime pickings for media marketers, according to the Magazine Publishers of America’s new Asian-American Market Profile. Roughly 80 percent of Asian-Americans, or approximately 9.5 million, are magazine readers who form a group with a median annual household income of $66,512 — 22 percent more than the $54,401 median income of all the country’s magazine readers. Nearly 80 percent of the Asian-American readers attended college, versus 55 percent of readers overall, and 50 percent of the Asian-American group have taken a bachelor’s degree or more, compared with 26 percent of all magazine users. In addition, one-third of Asian-American readers are single, against one-quarter of the broader group, making the cohort an attractive target for fashion and beauty marketers.

This story first appeared in the December 3, 2003 issue of WWD. Subscribe Today.

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