Founder's Letter: May

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Our Readers Respond

Before launching a publication, certain basic questions must be answered. What do you want to publish, why, what's the content, who will read it and why would they want to?
     In the seven months since Prosper premiered, we've enjoyed reader and advertiser complimentary letters and strokes - with an occasional written and verbal dart - directed our way. But to better take the pulse of our readers, we invited more than 1,800 of them to participate in a formal online survey hosted by Zoomerang. The survey was conducted in March.
     As an incentive to participate, Prosper offered a chance to win a two-night stay at Squaw Valley. Immediately, we received online responses from nearly 20 percent of those contacted for a statistically valid return of data from 331 readers.
     The research helps us better understand the demographics, lifestyles, purchase behaviors and intents of our target readers. It offers proof of demo - and psychographic information for our sales team to share with advertisers and prospects, and it indicates story, subject and topic preferences that will be weighed in making key editorial decisions.
     But what thrills us most about the successful three-day survey is it validates that our readers are who we thought they would be.
     Among the basic demographic findings: Prosper's readership breaks down to 58 percent men and 42 percent women; 25 percent are between the ages 25-35, 55 percent are between 36 and 55. 66 percent are married and although 69 percent have children, only 8 percent are saving for college. Virtually all Prosper readers attended college and 75 percent have a college undergraduate or advanced degree; 70 percent report household annual income of more than $75,000 and a surprising 25 percent have household income of more than $150,000.
     The survey revealed that our readers are wired: 60 percent spend more than eight hours a week online at home or work, and 31 percent more than 12 hours. 81 percent of readers vacationed or plan to this year - 33 percent of them to a foreign destination; 51 percent invest in mutual funds and 52 percent are planning a computer upgrade. Forty-four percent are remodeling or upgrading their home; and 34 percent plan to buy or lease a new car this year. Forty-five percent of Prosper  readers drive a foreign vehicle, 29 percent an SUV and 20 percent sport pure luxury.
     For Prosper readers, weekends mean spending the day with family or tackling home improvement chores; 48 percent see career building and retirement planning as their most important actions for the future. And for the record, news-talk is the most popular car radio listening choice and the imbibing preference of nearly 40 percent of our readers is red wine.
Continued...

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