Highlights, Wired Subscriber Survey, Beta Research, April 1994

They are the messengers of change in today's business world, among the first to realize the human and commercial potential of digital technology. Whether they own their own businesses or act as creative change agents in larger companies, those in the Emerging Business Dynamic are clearly creating a whole new order.

Their impact extends beyond business and into both the marketplace and the cultural landscape. Because they are redefining their chosen professions, they are also writing the new rulebook, defining the look and lifestyle of the 90s and beyond. And because fortunes are made at the raw edge of new technology, they are generating the new wealth of our era.

The Emerging Business Dynamic represents a rich new market for cars, fine spirits, luxury goods, apparel and more. And its members read Wired like a sacred scroll.

Wired reaches today's most sought after male demographic

Percent Male: 88.1%
Median Age: 34
Percent between 25-44: 72%
Median Household Income: $68,400
Percent of Households with
Median Income of $100K+: 27.2%

Wired readers are the new leaders in today's changing
business environment

Owner, Partner, President, CEO 23.4%
CIO, Vice President, General Manager 4.7%
Project Manager/Group Leader 14.2%
Professional, Consultant 40.7%
Other 9.9%

Wired reaches beyond the computer industry to connect with the real power in a host of different growth industries;

Industries where Wired readers are employed:
Computer 26%
Media/Entertainment 19%
Education: College/University 14%
Design 8%
Telecommunications 7%
Finance 5%
Government 5%
Other 15%


Wired readers' technical expertise carries real weight in today's business climate

Involvement in purchasing process
determine need 87%
determine specs 68%
specify brand 60%
install equipment purchased 51%
train people on new products 48%
authorize purchase 41%
make the actual purchase 40%

At home, Wired readers enjoy a variety of advanced
digital tools and toys.

Planned household purchases in the next 12 months CD ROM drive 48%
Hard disc drive 40%
Modem 40%
Multimedia boards 28%
Midi/music software 21%
Desktop video 14%
Wide screen TV 11%
Satellite dish 11%

Wired readers are the new generation of luxury consumers

Plan to purchase in next 12 months
Camera or Photographic Equipment: 22%
Suit Priced at $400 or more: 34%
Stereo Components: 24%
Cellular phone 29%
Car or Truck: 42%
-Imported: 14%
-Sporty: 13%
-Domestic: 8%
-Luxury: 6%


Travel & Entertainment are part of the
Wired reader's lifestyle
Have major credit cards: 95%

Take more than 5 trips per year: 54%
Take 11 or more trips per year: 24%
Take more than 6 foreign trips per year: 8%
Spend more than 20 nights
away from home: 33%

Serve Spirits at home: 87%

Drink Beer/Ale: 89%
Domestic : 78%
Imported: 84%

Drink Wine: 87%
Domestic: 88%
Imported: 73%

Drink......
Vodka: 46%
Scotch: 35%
Rum: 34%
Gin: 29%
Tequila: 28%

No Magazine captures this elusive audience like Wired.

Read Wired both at home and work: 52%
Read Wired from cover to cover: 46%
Will keep their copy forever: 76%

PEOPLE

HEART

CULTURE

BUSINESS