Pretty much every day, I speak to clients who want to "contact" high net worth individuals. There is a common perception that NHW folk have too much disposable income and are just falling over themselves to buy stuff from websites. The Truth is that they are probably slightly less likely to sacrefice the instant gratification of the high street to save a few pennies. They are probably also less likely to object to the £4 parking charge in town too.
However there is one thing that people with lots of money usually have? That's right - gadgets. It's therefore not surprising to learn that affluent members of society are choosing to get their newspaper and magazine fix via their digital gadgets. As a result, readership of the printed editions of popular broadsheets has dropped.Ipsos Mendelsohn has recently published a report indicating that the vast majority, (98%) of the affluent are now online compared to 70% of the rest of population. The effect on offline newspaper and magazine readerships isn't hard to work out.
The Ipsos Mendelsohn Affluent Survey found readership of paper publications among the affluent has dropped by 16% in the last year while time spent on the Internet rose 13%.While this survey doesn't necessarily ring the death knell for printed media, it does demonstrate the need for publications to offer a digital channel.
Around 20% of U.S. homes, or 44 million households, qualify as affluent in 2010 meaning they had an annual income of $100,000 or more a year. If you are one of my clients and you want to ask me how to contact Affluent people, use digital versions of popular publications. Leading Weekend newspapers, the Financial Times, New Scientist etc... have on-line advertising and affiliate schemes to market your products. If these work in conjunction with a quality on-line proposition. You may be onto a winner.
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