Roundel Overview |
Roundel is the monthly publication of the 72,000-member BMW Car Club of America, the largest association of BMW owners in the world.
Advertisers reach a pure prestige market — affluent, performance-oriented BMW enthusiasts who are committed to their association and their magazine. And… we’re more than just a magazine, we’re a community. Take a look at Roundel’s ‘Letters’ section in any issue and you’ll see that we mean….’CCA members are actively engaged with their magazine (sometimes a little too engaged!).
Here are some highlights from the recently completed Roundel Readership Study:
• 96% of Roundel readers say ‘Performance’ is the reason they own a BMW
• 39% have purchased 2 or more new BMW's, 10% have purchased 5 or more (!)
• 42% have purchased 2 or more used BMW's, 11% have purchased 5 or more (!)
• 35% currently own 2 or more BMW's
• 52% (over 35,000) say they have accessed Roundel advertisers’ websites in the past 12 months
• 65% have made aftermarket purchases in the past 12 months. Average amount spent: $2,079.00
• 90% say they are very or somewhat likely to buy from a Roundel advertiser over a non-advertiser
A few quick conclusions:
Roundel readers…..
• are fiercely loyal to BMW.
• are all about performance
• are visiting advertisers’ websites by the tens of thousands
• very much prefer doing business with Roundel advertisers over non-advertisers
Most of the advertisers you see in Roundel have been in the magazine for years….and there’s a reason for that. Old media or new, there’s no audience of pure BMW enthusiasts like this one anywhere else…
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