October 1, 2008 :: American Way Magazine

MMR READER PROFILE
READERS

Audience
Average Issue Audience
Average Two Issue Gross Audience
Readers Per Copy

Basic Demographics
Median Age
Median Household Income
Median Personal Income
Men
Women
Married

Education
College Degree or More
Post Graduate Study/Degree

Job Title
C Level Executives
Professional/Managerial
Owner/Partner/Company Officer

Affluence
Household Income $100,000+
Personal Income $80,000+
Owns Home
Home Value $300,000+
Total Assests Excluding Principal Residence
$1 Million+
Owns Laptop Computer
Owns Imported Vehicle/Bought or Leased New
Owns Premium Vehicle/Bought or Leased New
Owns Investments
Spent $1,000+ on Jewelry/Watches

Travel / Entertainment
Business Travel Past Year
Leisure Travel Past Year
Played Golf in the Past Year
Used Internet to Make Travel Plans
Holds Valid Passport
Entertains Out 1+ Times/Mo
2+ Foreign Round Trips Past Year
Average Air Round Trips Past Year
Median Hotel/Motel Nights Past Year
Median Car Rentals Past Year

1,371,000
2,742,000
4.07

49
$147,532
$89,503
55%
45%
88%

69%
29%

28%
65%
21%

87%
60%
94%
66%

50%
76%
56%
24%
92%
27%

70%
93%
36%
93%
81%
49%
37%
15
27
5

Source: 2007 MMR Affluent Head of Household Survey, HHI $85,000+
American Way, 09/01/2007

MRI READER PROFILE
READERS

Audience
Average Issue Audience Average Two Issue GrossAudience Readers per Copy	1,396,000 2,792,000 4.24

Basic Demographics
Median Age Median Household Income Men Women Married	44 $92,728 60% 40% 60%

Education
College Degree or More Post Graduate Degree	54% 20%

Job Title
Owner/Partner/Company Officer Professional/Managerial C Suite	35% 48% 6%

Income / Lifestyle
Household Income $100,000+ Personal Income $75,000+ Owns Home Median Value of Owned Home Home Value $200,000+ Decision Maker For Vehicle Bought New Decision Maker for Home Computer Purchase Household Owns Computer Have Internet Access at Home Have Wireless Internet Access at Home Daily Internet Use Broadband/high speed internet access at home Made Personal/Business Purchase and/or Travel Plans on Internet in Past 30 Days Participates in Physical Fitness Program at Least Two Times per Week	46% 37% 70% $308,578 55% 49% 58% 86% 91% 30% 83% 82% 68% 50%

Travel / Entertainment
Hotel stay in Past 12 Months Spent $2,000+ on Domestic Vacations in past 12 months Business hotel stay in past 12 Months 5+ Business Hotel/Motel Nights in Past 12 Months Holds a Valid Passport 3+ Foreign Trips by Plane in Past 3 Years Dined Out 2+ Times per Week	65% 17% 45% 29% 56% 14% 29%

Sources: 2008 Spring MRI;2007 Doublebase
American Way, 7/31/08

CUSTOM RESEARCH
READERS

American Way commissions custom research regularly to procure data that serves as a true content guide as well as to provide advertisers with valuable reader insights. American Way conducts this research to better understand the demographics, lifestyles and purchase behaviors and intents of its target reader, the most frequent customers of American Airlines.

WHAT WAS THE TIMING OF THIS RESEARCH?
October 2004

WHO CONDUCTED THE RESEARCH?
American Way worked in tandem with the Customer Research Division of American Airlines as well as AA.com and AAdvantage® to conduct a thorough and objective analysis.

WHAT METHODS WERE USED TO COLLECT THIS DATA?
American Way invited American Airlines customers to participate in the online survey at www.americanwaymag.com between October 1 and October 15, 2004. The October 1 issue Editor's Note mentioned the survey, and American Airlines E-mailed 236,000 top tier AAdvantage® members, encouraging them to weigh in about American Way magazine.

While American Airlines offered no incentive for participation in this exclusively online survey, 30,213 customers logged on and completed it. This represents a 13% rate of response. The results reported here reflect the 27,037 AA customers who indicated they read American Way.

Click here to see a copy of the survey.
(Requires a PDF viewer such as Adobe® Reader®, click here to download

TOPLINE RESULTS

DEMOGRAPHICS
74% are men
40% are between the ages of 36 and 49
72% are married
87% have children

14% have a HHI of over $250,000
9% have a HHI between $200,000 and $249,000
16% have a HHI between $150,000 and $199,000
22% have a HHI between $100,000 and $149,999
48% are single earned income households
67% own real estate investments
46% own stock in companies other than where they are employed
76% own stocks/bonds/mutual funds/money markets

28% senior Management/President/Chairman/CEO
6% partner/Owner
54% work for large companies (500+ employees)

HOW AMERICAN WAY READERS TRAVEL
76% buy airline tickets, hotel and car rental separately
76% buy travel online
21% get vacation ideas from American Way
74% say one of their favorite vacation activities is dining out
48% spend more than they normally would on dining while on vacation
33% spend between $1,000 and $1,999 on an average vacation of three days or less
61% spend $2,000+ on longer vacations (4+ days)
Business Travel in the Past Year
59% spent 21+ nights in hotels
42% took 11+ domestic trips
20% took 21+ domestic trips
25% took 3+ international trips
12% took 6+ international trips

Leisure Travel in the Past Year
47% spent 11+ nights in hotels
15% spent 21+ nights in hotels
18% took 6+ domestic trips
5% took 11+ domestic trips
45% took at least one international trip
12% took 3 or more international trips

HOW AMERICAN WAY READERS LIVE
At least twice every month, American Way readers participate in the following:
50% walk
31% weight train
38% work out / aerobics or kickboxing
28% golf
24% jog/run
21% bike

American Way readers' favorite spectator sport is pro football, followed by college football, Pro baseball, golf and college basketball.

American Way readers' favorite music is classic rock, followed by classical, oldies, soft rock and jazz.

Fiction is American Way readers' preferred reading, followed by biographies/autobiographies, history, personal/business, and mysteries.

68% dine at a sit-down restaurant 5+ time in an average month
49% dine at a sit-down restaurant 7+ times in an average month

HOW THEY READ AMERICAN WAY
64% report they typically read all or most of American Way
35% report they typically read some of American Way
40% report having responded to an American Way advertisement
53% say they've read American Way for more than 10 years
Topics of most interest to American Way readers include domestic travel, international travel, business, health/fitness, books/book reviews, food/cooking/recipes, automotive, golf, home improvement/décor and golf.

American Way readers...
Also read Celebrated Living magazine - 48%
Are also members of American Airlines Admirals Club® - 32%

©2005 American Airlines, Inc. All rights reserved. | Privacy Policy

MAGAZINE COMPARISONS
READERS

MORE MONTHLY CIRCULATION
American Way (two issues)
Southwest Airlines Spirit
United Hemispheres
Delta Sky
Continental
US Airways

TOTAL MONTHLY READERS

American Way (two issue gross)
Delta Sky
Southwest Airlines Spirit
US Airways
United Hemispheres
Continental

LOW COST PER THOUSAND

Southwest Airlines Spirit
American Way
Delta Sky
Continental
United Hemispheres
US Airways

2007 PASSENGER TRAFFIC

American Airlines
Southwest Airlines
Delta Air Lines
United Airlines
US Airways
Continental

696,274
492,466
401,000
381,000
351,685
340,217

2,742,000
2,094,000
1,849,000
1,386,000
1,253,000
1,088,000

$16.00
$19.79
$23.08
$30.58
$38.57
N/A

122,651,642
101,947,800
73,034,526
67,430,500
57,863,745
48,974,805

Sources: Audience/CPM; 2007 Mendelsohn Affluent Survey;
CPM based on 4C; Circulation: BPA December 2007;
Passengers: 2007 U.S. Department of Transportation; American Airlines, American Eagle and American Connections
American Way, 07/10/2008

ISSUE: October 1, 2008