Ivy Leaguer

To find out what their average reader is like (and to show advertisers what potent readership they possess) the seven alumni magazines making up the Ivy League Group—Columbia, Cornell, Dartmouth, Harvard, Pennsylvania, Princeton and Yale—conducted a survey some monthago among a sampling of their subscribers. Returns were received from 52% of approximately 7,000 alumni scientifically polled, and here is what the typical Ivy Leaguer turned out to be:

He is 42 years old, has an annual income of 115,128, owns 1.4 automobiles, carries $37,887 of life insurance, and supervises the work activities of 19o other people. His copy of the alumni magazine, read religiously by himself, is shared with 2.3 other readers.

A similar group of alumni magazines in the Mid-West came up with an average reader 45 years old, earning $11,249, owning 1.3 automobiles, carrying 524,679 of insurance, and supervising 153 persons. On the West Coast, the typical alumni magazine reader is 37 years old, earns $9,. 029, has 1.3 autos, carries $18,301 of insurance, and supervises 73 other people.

The Ivy League, Mid-West and West Coast groups operate as separate units and also combine to form a national group called American Alumni Magazines. Returns from the entire group showed their readers to be 37.7% in the professions, 24.4% in business, 11.4% in marketing, 8.]% in banking and finance, and 18.4% in other fields.

The seven Ivy League magazines have a combined circulation of 130,000 and a readership of more than 425,000. The twenty magazines in the national group have a circulation of 310,000 and a readership of over a million. The circulation of the DARTMOUTH ALUMNI MAGAZINE this year has averaged well over 19,000 copies, and for this Alumni Fund Issue the print order of 21,200 copies was the largest in its history.