Target Reader Demographics

• Lives in Northern Virginia
  
• Women: aged 25-54 with children living at home
  
• Married
  
• Affluent: high household income of
  approximately $80K
  
• Educated: College graduate/some
  advanced degree
  
• Homeowners
  
• Employed full/part time (consistent with
  U.S. Census data)
  

Target Reader Psychographics

• The NOVA Reader is an affluent woman who shops for herself, her husband, and her children..
  
• The NOVA Reader is concerned about taking care of her health and the health of those she cares about.
  
• The NOVA Reader is an influencer among her friends.