Fine Cooking readers: an elite group of strivers and influencers

  • Inspirational

    "I tackle things I would normally be afraid to try."
  • Accessible

    "I have been buying this magazine for years and never throw them out (I have stacks of them). I love the recipes which are in 'cooking school' format (step-by-step with pictures)."
  • Useful

    "It's all about technique — anybody can 'read' a recipe, but not everyone can master the technique unless were shown how. Keep up the GREAT work!"

Meet the Fine Cooking consumer — an extremely engaged cooking enthusiast with an insatiable appetite for all things food related! Because she embraces food as a lifestyle, she constantly strives to improve her cooking and baking skills, desires to keep her kitchen up-to-date with the highest-quality equipment, is eager to entertain... and proud to share advice and/or favorite recipes with family and friends. What's more, she's quick to say that Fine Cooking is:

Fine Cooking reader profile: the most avid food enthusiasts, entertainers, and consumers

  • Smart, affluent women — with a median HHI of $97K and with 45% holding a college degree, Fine Cooking readers have the spending power to fuel their passion
  • A responsive audience that offers the ultimate in reader involvement — on average, readers spend nearly 1.5 hours with each issue; 89% save and refer to back issues
  • True enthusiasts who prize a well-equipped kitchen — 90% want a kitchen that's stylish, up-to-date, and well equipped, and buy based on quality, not price
  • Passionate cooks who have fun in the kitchen — they spend an average of 9.9 hours cooking per week — 94% of them, just for pure enjoyment!
  • Get in the spirit of entertaining — 95% use wine for cooking, 93% serve wine when entertaining, 58% often give wine as a gift
  • Want their Fine Cooking at any price — they are willing to pay the highest annual subscription price in the category ($29.95)

Source: 2010 Subscriber Study; conducted by Mediamark Research Inc.

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