InterCom - The Medium

Responsibilities
Business
Decision-Makers

Almost one in two International Herald Tribune readers who work are responsible for the IT and telecoms systems that their cornpany uses. Many are key corporate decision-makers in a wide variety of other business services.

Purchasing Habits
High Level Consumers

International Herald Tribune readers purchase luxury goods and products and lead active and upscale lifestyles outside of the office. 69% enjoy going to the theatre, ballet and opera, more than one in five play tennis and 19% of readers are avid golfers.

Technology usage
Well Connected

Readers of the International Herald Tribune are extremely well connected using computer and internet technology in all aspects of their lives...

THE MEDIUM

Readership Patterns
Loyal Readers

Readers of the International Herald Tribune look forward to their daily dese of world news, opinion and analysis. They recognize that there is more to business than just company news and the financial markets, and more to their lives than just business.
The International Herald Tribune is the newspaper people want to read.

Readers tend to be dedicated to the International Herald Tribune,many of them not reading other international titles. For example, 85% do not read the Financial Times regularly. An even higher proportion do not read the Wall Street Journal Europe.

Readers Relationship

	Worldwide	Atlantic	Asia

IHT is a true worldwide newspaper	76%	76%	77%

IHT is a personal general int. newspaper	60%	62%	55%

IHT is a business/general purpose newspaper	41%	40%	41%

IHT is a source of US news and opinion	42%	46%	31%

Time Spent Reading

	Worldwide	Atlantic	Asia

Avg. number of copies read per week	4	4	4

Copy Usually Obtained Via

	Worldwide	Atlantic	Asia

Home Subscription	46%	43%	52%

Office Subscription	15%	12%	24%

Any Subscription	51%	65%	75%

Newsstand	35%	41%	19%

Airline/Hotel	37%	36%	40%

Colleague/Friend	3%	3%	2%