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Who are our readers?
The typical NCHA member owns or manages a business or professional practice, has a six-figure income and a seven-figure net worth. They are educated, technically capable and prefer established, dependable, quality products and services.

Cutting Horse Chatter readers are:

• Male 63%
  
• Female 37%
• 75% of NCHA members are married
  
• Average of 2.74 people per household
  
• 60.5% of NCHA members fall between the ages of 36-55
  
• 31.7% are between the ages of 25 to 45
  
• 75.6% hold primary residence in a rural area
  
• 83% have a college education
  
• 21% have attended graduate school
  
• Average household income is $177,405
  
• Average household investment portfolio is $239,300
  
• Average household net worth is $1,526,000
• 56% are the president, CEO, chairman, partner, executive vice president or owner of a company.
  

The leading primary sources of family income include:
Agriculture/horses/cattle, professional practice, construction, general business, finance/investing/banking, real estate, manufacturing, health care, oil and gas, and retail
What they are buying:

• 98% own at least one horse, 58% own more than five horses
  
• 99% own a pickup truck
  
• 64% own a diesel engine truck
  
• 34% own an SUV
  
• 40,122 is the average number of miles an NCHA member drives in a year
  

On average, an NCHA family:

• Purchases three Western hats per year
  
• Purchases 3.3 pairs of boots per year
  
• Purchases 10 pairs of jeans per year
  
• Spends $3,427 per year on saddlery and tack
  
• Spends $5,000 per year on horse feed and supplements
  
• Owns or leases 127 acres
  
• Has a 2 acre lawn maintained
  
• $662,000 average value of real estate owned
  
• 72 head of cattle owned or leased
  
• 20 days spent traveling each year for business
  
• 7 roundtrip plane tickets purchased annually
  
• 99% say they always read the Cutting Horse Chatter
  

What NCHA members are doing outside of the cutting pen:

• The top five ranking leisure activities are:
  Hunting, fishing, golfing, weight training and aerobics
• 61% own a gun, rifle or bow
  
• 50% own fishing equipment
  
• 96% own power tools
• 88% own lawn and garden equipment
• 73% own a chain saw
• 37% own an all-terrain vehicle
• 25% own a boat or personal watercraft
• 11% charter a private plane
  
  

NCHA members are technically sophisticated:

• 51% own a digital satellite system
  
• 92% use e-mail and on-line services
  
• 94% own at least one cellular phone
  
• The average household monthly cellular telephone bill is $158.50