| % Comp | |
| Length of time been a subscriber | |
| Five or more years | 43.8% |
| 2 years to less than 5 years | 25.9% |
| Less than 2 years | 30.3% |
| Median years | 4.3 |
| Read 2+ of past 4 issues | 85.1% |
| Read regularly 3+ of the past 4 issues | 70.1% |
| Median number of past four issues read | 3.6 |
| How receive copy | |
| Subscribe | 31.1% |
| Receive as part of museum membership | 68.9% |
| Took any action | 83.4% |
| Took 2+ actions | 54.9% |
| Average number of actions taken | 2.4 |
| Discussed something read with other person | 62.9% |
| Saved entire issue | 37.6% |
| Passed articles/ads to others | 35.9% |
| Marked/clipped/saved ad or article for future reference | 26.8% |
| Accessed Natural History web site | 9.0% |
Source: 2008 Ipsos Mendelsohn Natural History Subscriber Study. Indexes based on 2008 Mendelsohn Affluent Survey