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Who reads Fine Cooking?

• An Elite Group of Magazine Readers
• True Enthusiasts Who Cook and Entertain Often
• Passionate Cooks Who Want and Buy the Best
• An Engaged Audience that Savors Every Issue
• Responsive Readers Whose Interest Extends to the Ads

An Elite Group of Magazine Readers

Affluent

• Median HHI $90,178

Upscale

• Median Home Value $352,300

Well Educated

• Any College 78%
• Graduate College + 47%

Female/Male 79%/21%
Median Age 48.7

Take a Closer Look

True Enthusiasts Who Cook and Entertain Often

Fine Cooking Readers are the Most Avid Enthusiasts…

• 98% enjoy cooking for family and friends
• 94% love the process of cooking
• 78% say “cooking well is entertainment for me”
• Spend an average of 9.5 hours a week cooking
• 55% say entertaining is one of their favorite things*
• 73% always cook when they entertain*
• 92% drink wine/spirits when entertaining
• 90% say an attractive table is important

Source: 2007 Fine Cooking Subscriber Study; conducted by Mediamark Research Inc.

Passionate Cooks Who Want the Best

• 89% buy based on quality not price
• 99% willingly spend money on quality ingredients and love to learn about new ones
• Motivated Buyers with the spending power to fuel their passion
• 99% want a well-equipped kitchen
• 98% say cooking equipment is “very important”

Source: 2007 Fine Cooking Subscriber Study; Conducted by Mediamark Research Inc.

Deeply Engaged in the Content

• 93% say Fine Cooking is “the best” cooking magazine
• 98% look forward to reading every issue
• 98% trust what they read in Fine Cooking
• 95% save and refer to past issues
• spend an average of 78 minutes reading each issue

Source: 2007 Fine Cooking Subscriber Study; conducted by Mediamark Research Inc.

Their Cooking Interest Extends to the Advertising

• 92% of our readers have taken some action as a result of seeing an ad in Fine Cooking
• 89% of our readers say “Fine Cooking helps me find the products I need”
• 98% say “Fine Cooking gives me new ideas about products, ingredients and techniques”

Source: Starch/Ballot readership highlights, Fine Cooking, 2007

The Demographics May be Similar

	Fine Cooking	Bon Appetit	Gourmet		Food & Wine.	Saveur
HH Income ($)	$90,178	$81,980	$79,709		$76,920	$116,518
% Own Home	82%	79%	79%		72%	83.4%
Median ($) Value of Home	$352,294	$355,499	$351,956		$294,309	$378,757
Age	49 yrs.	50 yrs.	50 yrs.		45 yrs.	46 yrs.
% Female	79%	75%	74%		61%	67%
% Graduated College +	47%	46%	46%		38%	63%
% Professional / Managerial	36%	34%	33%		33%	50%

Source: MRI Spring 2008 Study, Base = Total Adults (or Total Women)
Fine Cooking MRI Publisher's Estimate audience

But the Passion is Clearly Different!

	Fine Cooking	Bon Appetit	Gourmet	Food & Wine	Saveur
Bake/Cook for Fun Once a Month + (each)	281	179	184	152	288
Cook for Fun 2+ Times/Month	408	199	222	181	410
Cook for Fun 2+ Times/Week	429	205	237	167	421

Source: MRI Spring 2008 Study, Base = Total Adults (or Total Women)
Fine Cooking MRI Publisher's Estimate audience