Editorial: Hey Big Spender!

We have just discovered what you Magill readers have been up to - all 216,000 of you (9% of the total adult population).

Well, first of all there are many more of you than there have ever been before, which is the first problem. In fact there are 50% more of you than there was a year ago and more than twice as many of you as there was two years ago.

The next problem is that you don't seem to be sure which sex you are. 56% of you are male and 44% female (10% of all men and 8% of all women.

We'll say this for you, though; a great many of you can still be classified as young (15% of the 25-34 male age group and 12% of that female age group) and you're pretty well heeled (30% of AB males and 20% of AB females with 24% of AB housewives).

Hardly surprisingly, a great many of you go abroad for holidays (18% of all those who holiday outside Britain or Eire and read Magill) and a great many of you travel abroad on business (26% of those who travel abroad on business read Magill). We might have known that you would own your own car (13% of car users and 18% of those in houseeholds with two cars read Magilll.

Frankly, we were a bit surprised to discover that many of you were DIY freaks (10% who use DIY equipment and 10% who paint in their own homes - walls, not canvasses you creep) and, would you believe it, a whole rake of you buy garden tools (16% of these weirdos read Magill).

We now know that a lot of you are nicotine addicts (9% of those who smoke filter clqarettes read Magill) and, yes, you've guessed, a lot of you think you're smart with a cigar sticking out the side of your mouth (would you believe that 21% of cigar smokers read Magill? How they manage to see it is another matter).

You're into gadgets in a big way - colour televisions (12% who own colour TVs read Magill), stereos (13%), rideo-recorders (11%) and cameras" (12%). You're concert groupies as well (19% of those who go to concerts once a month read, ok, ok you knowl

You're big into the financial institutions (which doesn't necessarily mean you go into banks with a stocking over your facel. Most of you have current accounts in banks (17% of those who have current accounts ... l, building societies (18%), stocks and shares (26% of people who deal in stocks and shares still have enough money left over to buy Magill - maybe you don't buy it but you read it), and you're all into credit cards these days - you need it to afford the 80p we suppose (23% of people with credit cards),

You're not too good on animal feeds this year (room for improvement) but you've sure got a drink problem - you name it and you drink it: take home drink (18% of people who drink to take home); wine (21%), spirits (12"10), beer (10%), lager (14%), Irish whiskey (11%), Scotch whisky (11%), brandy (15%), hie, gin (19%), hie, hie, vodka (12%), collapse of stout party.

The most amazing thing about all this is that you are a far more spend-thrift lot than the readers of any other comparable magazine, male or female, business or interesting. And THERE ARE JUST SO MANY OF YOU, especially in those spend-thrift categories. And another thing, you don't much go in for reading the likes of Business and Finance and Image.

All of this means that if advertisers want to get at you lot, be they drinks, motor car, cigarette, banking, drinks, building society, clothes, drinks, cosmetics, diamond, credit card, drinks companies THEY WILL JUST HAVE TO ADVERTISE IN MAGILL - "otherwise you just won't know about them, will you? And if by chance you get to hear of them, well you bloody well won't buy their products, now, will you?

So there.