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Target Audience Analysis 2018

Why advertise in Porsche Panorama?

Today it is more important than ever to target the right consumer for the right product. If your company or client produces high-quality products or offers services appropriate for people who own Porsches, it is worth your time to explore the advertising possibilities offered by Porsche Panorama, the award-winning national magazine of the Porsche Club of America.

Who are Panorama readers?

Panorama subscriptions are limited exclusively to members of the Porsche Club of America, all of whom own at least one Porsche — the first requirement for PCA membership. Many members own more than one Porsche. Income spread shows that 88% of Panorama subscribers have household incomes over $100,000, 57% exceed $150,000, and 29% of them have an HHI exceeding $250,000.

Editorially sound

Ninety-five percent of Porsche Club of America members list their Panorama subscription as an important reason for belonging to PCA. In 2013, PCA introduced a redesigned Panorama, and it completed its 58th year as the national magazine of the largest Porsche club in the world. There is no magazine that covers the entire Porsche experience from introduction of new models to user-friendly technical assistance in the depth that Panorama provides. The magazine also has an unequaled level of publishable access to top Porsche executives and engineers, who regularly provide readers an insider's view of the marque.

Target audience coverage

While Panorama subscribers are avid Porsche enthusiasts eager to absorb everything published about their favorite marque, an astonishing 56% do not regularly read any other Porsche-only magazine; our readers depend on Panorama as a prime source of Porsche-related information. Panorama's longevity and present vitality is seen in the lively secondary market for "used" magazines, and more than 70% of subscribers save each copy.

Efficiency

One-hundred percent of Panorama’s subscribers are at dead center of the high-end automobile owner target group. Cost per thousand for a 4C full page advertisement is under $40. Because every reader is an owner-user, there is zero waste circulation.

Panorama’s average subscriber has been a Porsche owner/Porsche Club of America member for five years and is a prime aftermarket automotive consumer who is intensely interested in making intelligent choices about automotive consumables like parts, services, accessories, tires, gasoline, oil, filters and other car care products that will preserve the life of his or her Porsche. PCA members' interest in and choice of Porsche cars and sports utility vehicles for personal transportation needs is a potent indicator of their appreciation for quality in the things they buy, which extends beyond the automotive category.

Circulation vitality

Panorama is tested by Periodicals postage audit but is not audited by ABC/BPA. Aside from approximately 1,500 copies that are sent each month to prospective members, Porsche dealers, and Porsche AG management, the entire circulation goes to paid-in-full members of Porsche Club of America. There are no newsstand sales and there is no arrears circulation.

There are no subscription discounts of any kind for Panorama. All of our subscribers pay the full price of PCA membership in order to receive the magazine. Circulation growth is limited by the exclusive requirements of PCA membership, but the magazine and the club continue to thrive.

Intense involvement

The requirement that all subscribers be Porsche owners is a powerful qualifier that separates Panorama readers from general automotive enthusiasts and casual Porsche admirers. Our demographic survey shows Panorama readers to have not only an intense involvement with their vehicles, but also a reliance on the magazine to provide them with the necessary information to further their enjoyment of their cars. The Panorama reader profile describes a discriminating, active consumer whose income permits the purchase of top quality products.

For advertising rates and additional information or to receive the media kit, please contact Ilko Nechev, PCA's Advertising Director.