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Customer Reviews of American Demographics

Good for trivia and conversation tidbits
Unlike the publisher's claim about having how-to and technique articles, I have only seen a question and answer column that usually leads the reader to an obscure study giving the results of what someone else has found. Since I only sporadically read the magazine when I can find a retailer that carries it, perhaps I've missed the issues where it teaches methodology.

But I like the magazine for the one or two tidbits that generate discussion around the water cooler at work. The articles are chock-full of percentages, ratios, indexes, and graphs. Just be aware that the style is the same for every article, i.e. pick a current trend and abstract formal studies conducted in the area into common statistics for a general audience. If the topic is interesting to you, it will be well worth the cost of the issue. Unfortunately, the topics are so wide across the realm of the human condition that few in the general public will remain interested. This is definitely aimed for the PR, marketing, and ad agency business.

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You're the best if you have a monopoly.
I love the study of demographics and was intrigued when I first came across this magazine. Some others who have interests similar to my own also recommended the mag. Unfortunately I've become a bit disappointed.

The reality is that "American Demographics" is the best demographics magazine that I've ever seen. On the other hand, its the only demographics magazine that I've ever seen (not counting some academic journals and the like).

And if you also like the topic, then you'll likely enjoy leafing through the pages. However, I'll warn you that the pages sometimes lack substance. Like many obscure publications, this one is run with a shoestring staff of two or maybe three separate authors. You'll see the same reporters' names over and over and over again.

A typical issue will tackle a consequential subject with a respectable cover story. Recent examples have included the demographics of twenty-somethings or the rich or a look at how psychological economic indicators are compiled. This is good stuff. The problem comes if you don't happen to care for the feature topic. In that case, you're not going to be satisfied by the issue, because you'll only find one or two other superficial stories of a couple pages in length. Then..BAM!...you're done; start waiting for next month's issue and hope that the publication is finished examining the clothing biz (yawn).

On balance, I now remain a subscriber because my interest in the topic is still keen. On the other hand, if the quality and quantity of the secondary articles doesn't improve and my interest wanes...then I'm likely to drop "American Demographics."

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THE source for consumer trends
American Demographics provides a broad look at various demographics trends in the United States. Each issue has one or two in-depth features, such as the distribution of wealth in the US, and a number of smaller (couple of page) blurbs on such topics as Hispanic Americans' TV viewing habits. While this magazine is targeted towards businesses, there is a large amount of information that the casual reader will find interesting. The magazine ads are not overly distracting, and they provide numerous products and services that would be of interest to the business manager including software, data, and research companies.