Colored Stone Media Kit: Readership Information

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Advertising Media Kit: Readership Information

Reader Profile

readership

More than half of subscribers (57.6%) have been reading Colored Stone for at least 5 years.
Almost one-fifth (18%) have been subscribers for over 10 years!
83.1% have read or looked through four of the last four issues of Colored Stone.
76.2% of subscribers save their copy or pass it to someone else.
There are approximately 2.5 readers per copy.

jewelry trends
(from a recent survey of gemstone jewelry retailers)

Approximately 25% are selling more colored stone jewelry now than the year before.
92% are making custom jewelry.
91% are buying loose gemstones to set in jewelry.
About 30% are spending more now for loose gemstones than they did five years ago.

Shopping & Buying
Items Purchased in the Past 12 Months	% who bought/ plan to buy
Findings	63.5%
Jewelry-making tools, supplies or equipment other than findings	58.5%
Pearls	50.3%
Finished gemstones for jewelry manufacturing	50.3%
Loose finished gemstones bought for resale	50.0%
Packaging, display or lighting supplies	47.6%
Metals	43.9%
Finished jewelry for resale	37.8%
Rough gem material	36.8%
Books or videos in this field	36.2%
Mineral specimens	31.0%
Booth space at a trade show	20.6%

Actions Taken As A Result of Reading Colored Stone
Discussed articles with others	52.1%
Made buying decisions based on articles/news	46.1%
Became interested in a new subject	34.8%
Sent/called for information on a product or service	34.2%
Purchased product/service from a US advertiser	32.7%
Visited an Internet site	30.7%
Cut out an article	28.0%
Made selling decisions based on articles/news	23.2%
Used for sources of gemstones and jewelry outside the US	13.1%
Recommended an advertised product or service	10.4%

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