Plum Study of Wealthy Reveals Power of Community Network

Plum Study of Wealthy Reveals Power of Community Network

Impact of "1 Degree Marketing" Documented

NEW YORK, May 30 /PRNewswire/ -- Plum, the media network of some of America's wealthiest communities, today released the findings of its first survey on the power of affluence in destination communities. The survey captured the views of more than 1,900 participants in Plum's Aspen and Vail, Colorado markets, and was developed by wealth market and research experts, Harrison Group.

The survey spotlights the special roles played by the vacation experience in the lives of America's affluent and wealthy households. Specifically, the study demonstrates that Plum families use their relaxed time to draw their families closer, spend time with their network of family and friends, and plan the key decisions that make their lives better. They are also more open to advertising messages in this environment.

The survey respondents represented the most affluent sub-set of the American community: the average respondent had an annual income of over $600,000 and average household assets of more than $7,000,000. These respondents self-reported having an unusually high degree of influence on other people, with 83 percent reporting that other people seek their advice for product or service recommendations.

The study also revealed that the affluent visitors to Plum markets are exceptional consumers of community television. Nearly 60 percent of those surveyed reported that they watch Plum's local television channels an average of 3.6 hours a week when they are in the market.

Forty percent said they pay more attention to the advertising on Plum than on other television channels in market. Tom Scott, Plum CEO, said, "There is a lot of discussion of branded entertainment, but to really connect, you need to go beyond entertainment to real relevance where the message is coming from family or a trusted friend. We call it the '1 degree relationship' and it drives our content and the way we integrate sponsors into our programming."

The simple fact of being in a vacation destination had a big impact on respondents' views of media. Sixty-three percent reported that they pay more attention to advertising when they are relaxed, and 60 percent said they make important decisions about their lives when they are in these places.

Dr. Jim Taylor of Harrison Group said, "We know from our work with wealthy families that the time they spend together when relaxing is critical to the health of their families and their relationships. Our Plum study shows that, like small corporate retreats, families use their time to enjoy the slopes and one another, but they also use the time to plan. They think as a group - adults and children both - about what they want, where they want to be and how they will improve the quality of their lives. Vacation time seems to be an important planning time. Earning a trusted relationship with a large percentage of the wealthiest people in America is no easy trick, and Plum has clearly accomplished that."

Dr. Taylor added, "It is clear to us that reaching the affluent and wealthy families of America requires a 'living connection.' The more a medium connects to the events that make life meaningful, the more responsive educated consumers are to the sponsors of that medium. Plum may be auguring in a new era in American television - one in which the depth of attention times the spending power of the viewer creates the value that finances television. We clearly are moving from mass television to special-interest television - a place where advertising, personal interest and television quality serve the best interests of viewers."

In addition to Vail and Aspen, there are Plum local television and Internet properties in Nantucket, Martha's Vineyard, the Hamptons, Telluride, Miami Beach, and Sun Valley. Plum and Harrison Group will be conducting additional research throughout the summer, with results to be released in September.

For complete survey results, contact the numbers at the end of this release.

Plum is a new type of media company. Produced in, for and about some of America's most dynamic communities, Plum programming is honest, authentic and optimistic. It celebrates the natural beauty and character of its communities and spirit and intellect of the people who live and visit there. Plum currently operates television channels and websites in Aspen, the Hamptons, Martha's Vineyard, Miami Beach, Nantucket, Sun Valley, Telluride and Vail. While the towns may be small, the reach and influence is not. Plum's markets are destinations of choice for more than 14 million of the nation's most interesting and influential people each year. They are people who define the culture in the media, business, arts and politics. They are Plum's audience as well as its content. Increasingly, Plum is available to a broader audience beyond its communities through video on demand and the Internet.

Harrison Group was formed in 1996 by former directors of strategic research at Yankelovich Partners. The company focuses on high-end strategic market research and consulting initiatives, and conducts high profile studies of wealth in America today.

For more information, contact:
Graham Veysey
646.292.4233
gveysey@plumtv.com

Kristin Ament
314.436.9333
jkament@patrickdavis.com

Source: Plum

CONTACT: Graham Veysey of Plum, +1-646-292-4233, gveysey@plumtv.com; or
Kristin Ament, +1-314-436-9333, jkament@patrickdavis.com, for Plum

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