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Editorial Mission
Midwest Living is the leading lifestyle brand that explores the region, savors its unique flavors and celebrates the people who make the Midwest shine. The exploration unfolds with an insider's view of the hidden gems of the Midwest: places to go, things to see and do, all through the eyes of Midwesterners. Food and cooking are true passions of the Midwest Livingreader. Each issue offers sweet and savory recipes, tested for flavor, prepared with indigenous ingredients and photographed in mouthwatering splendor. Midwest Living delivers over 3 million* active Midwesterners who love where they live and come to the brand to enhance their lives. We celebrate their accomplishments, their spirit and their commitment to a better tomorrow.
Source: GfK MRI Spring 2011; GfK MRI Fall 2010
Source: GfK MRI Spring 2011; GfK MRI Fall 2010
December 2010 ABC Statements;
Response Styles IV, Conducted by Research Solutions, Inc.
Response Styles IV, Conducted by Research Solutions, Inc.
Audience Profile:
rate base
950,000
readership
3,842,000
frequency
bi-monthly
median age
53 years
median household income
$62,768
own home
84%
median home value
$165,841
female/male ratio
74/26
Readers Who Take Action
Midwest Living speaks to the best of the Midwest—affluent home owners with immense spending power—in a voice that inspires them to action:
95% took action as a result of reading an article/ad
82% visited a website mentioned in an ad
72% clipped/saved a company's website address
70% have requested information from a reader service section