Here at ZATZ, we regularly get the pulse of our readership through a combination of methods that includes quick polls, intensely deep surveys, questions posed to readers, and, always, direct feedback from individual readers to us on a nearly infinite variety of topics.
Based on the results of this interaction with our exceptional audience, we have a deep understanding of our readers. Throughout this page, you'll have the opportunity to gain an insight into these fabulous folks.
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Now that you're all set, let's look into the hearts and minds of our readers...
Purchasing power
Since we're talking about advertising here in this media kit, it stands to reason that one of the most important factors in your decision-making process will be whether or not the people you advertise to will have the means to purchase your products and services.
Here at ZATZ, as with any ethical publication, we have to look at this issue from two sides. It's obviously critically important to create ROI on behalf of our advertisers, but we also keep an eye out for our readers, actively encouraging our advertisers to create value for our readers. This synergy has always worked well, which is why you'll often see ads in our magazine being very effective -- and why our readers often look forward to new ads as well as new articles.
Click on any of the following links to learn more about this incredibly powerful audience. We once did a serious of across-the-board calculations and conservatively determined that our readers controlled technology budgets well in excess of a billion dollars.
If you're curious about corporate spending plans, your questions are answered here:
Now, here's a fascinating one for our advertisers. 34.9% of our readers have bought online within the past month and another whopping 46.3% have bought online within the LAST WEEK!
The next few items tell the story of our readers personal spending plans:
Corporate demographics
Nearly 100% have some role in purchasing technology in their companies, which range pretty equally across all sizes.
Interestingly 14.9% spend more than $25M a year on technology, another 17.1% spends between a million and $24.9M and yet another 22.9% spends from $50K to $999,999 a year on technology.
So, we're talking about more than half our readers whose companies will be spending at least $50K on technology in the next 12 months.
Let's look at some other interesting facts about our readers' more buttoned-down side:
Online habits
OK, so here's the thing. There's no polite or gentle way to say this. Our readers are online addicts. They're hooked, and there seems to be little chance that they'll cut back.
On one level, we're thrilled, because this level of addiction means opportunities for our advertisers. On another level, it scares us a bit.
Let's look at this in a bit more detail:
How much time do readers spend online?
How obsessive are readers about checking email?
What email clients are used?
Are readers using broadband?
Personal demographics
So, who are these folks. From the outside, they seem like such normal people, so well educated, with such good incomes. And yet, we know their deep, dark secret. We know they're addicted to the machine!
OK, fine. So are we. What's your point?
Personal style
In the field of demographics, there's a sub-genre called psychographics. While demographics studies tangible elements, such as income and gender, pychographics study and measure attitudes, values, lifestyles, and opinions.
It's also a great excuse for us to ask wacky questions and learn more (maybe a bit too much, as you'll see) about what goes on inside the heads of our readers.
Hang on. This is where it gets really interesting:
There you go. This information should keep you busy for quite some time. Let us know if you have any specific questions you'd like to see our audience asked. After all, they're definitely the sorts of folks who like to get involved!
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