Distribution and Demographics

Geographic Distribution

Published quarterly, Continuum magazine is distributed to approximately 266,000 readers annually (generally, the Fall issue is about 110,000, with Spring, Summer, and Winter issues at approximately 52,000 each). Recipients of the magazine reside primarily along the Wasatch Front (from Ogden to Salt Lake City to Provo) and the Intermountain West. The magazine also targets active alumni chapters in Arizona, Boston, California, Colorado, Nevada, New York, Oregon, Texas, Washington, and Washington, D.C.

Dues-paying members of the Alumni Association receive all four issues of the magazine as a benefit of membership. Four issues are also distributed annually to subscribers among the University’s faculty and staff, including those at the University Hospital & Clinics and the medical research and health sciences departments. Nonmember graduates throughout the United States receive the magazine approximately once a year.

The readership includes:

Around 6,000 dues-paying members (primarily alumni) of the Alumni Association, comprising a readership of well-educated professionals representing a wide range of age groups and diverse backgrounds and lifestyles. In addition to membership dues, their support of the University is frequently demonstrated by their annual giving to the Alumni General Scholarship Fund (through purchase of U of U license plates, the annual 5K Run, Scholarship Scramble Golf tournament, and Walkway campaign) and their respective colleges.
Approximately 40,000 University of Utah graduates who are neither members of the Alumni Association nor employees of the University. This group of readers is composed of well-educated professionals representing a range of age groups and diverse backgrounds and lifestyles.
Staff and faculty subscribers
Continuum has several distribution racks on the University of Utah campus in an effort to get the magazine in the hands of University of Utah students and other nonsubscribers on campus. Approximately 400 issues per week are picked up.
Select Utah state legislators and government officials
Select physicians’ offices and clinics throughout the Wasatch Front
University friends, supporters, and donors

Readership Profile (as of Nov. 2008)

Age of Readers	Readership Percent
Under 25	0.9%
25-34	12.6%
35-44	14.6%
45-54	22.8%
55-64	23.1%
65 and over	26.1%

Average total household income:

$75,000+

Persons per household:

3.15

Educational background:

90% of Continuum readers hold baccalaureate degrees
32.8% of Continuum readers hold a graduate degree
25.4% of Continuum readers hold doctoral degrees

Readers’ Lifetime Giving History to the U of U

Up to $1,000	71%
Up to $10,000	21%
Up to $60,000	5%
Up to $200,000	2%
$200,000 to $5 million	1%

Recent Awards

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