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The typical Fly Fishing in Salt Waters reader is male (98.6%) with an average age of 50.3 years, an average household income of $231,100 and an average net worth of $1,592,000. He is married (80.7%) and college educated (92.6%). He fishes an average of 7.7 days per month with an average history of 29.4 years of fly fishing, almost half of them on salt waters. Seventy-one percent of our readers own boats of about 20 feet in length and about one-third plan to upgrade their boats within in the next 24 months with new electronics, engines, tackle and accessories. They are loyal readers of the magazine, as 75.4 of our readers have been subscribers for an average of 3.5 years. They love to fish: 28.3 have chartered five or more trips within the last 12 months; and they love to travel: 83 have taken overnight trips within the last 12 months. The destinations visited are as diverse as the readers themselves: they include the Florida Keys (44.3), the Caribbean (31.1), Mexico (15.8), Canada and Central America.
Readership Facts
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