Audience
The Readers Who Shape the Debate
National Review reaches the people who set the agenda on the right — elected officials, policy experts, executives, investors, and engaged citizens. They read closely, stay for years, and act on what they learn.
Compared with U.S. adults, NR subscribers are
more likely to be high-propensity voters
$200K+ income
College degree
Today’s National Review readers are
01
Affluent & Established
NR subscribers out-earn and out-own the U.S. adult population on every measure of income and wealth.
household income of $200K+ (vs. 9.7%)
3.9× indexnet worth of $1.91M+ (vs. 6.1%)
3.5× indexown a home valued at $1M+ (vs. 3.2%)
4.2× index02
Educated & Curious
Our readers come to National Review for arguments, not headlines — and they are avid buyers of books and magazines.
hold a college degree (vs. 30.7%)
2.6× indexheavy book buyers, 25+ books a year (vs. 40.8%)
1.7× indexof the NR email list are strongly interested in books and magazines (vs. 14.3%)
3.0× index03
Civically Active
NR readers show up — at the ballot box, in primaries, and in the policy debate.
high voting propensity (vs. 27.9%)
2.9× indexvoted in each of the last four general elections (vs. 24%)
3.0× indexregistered to vote (vs. 76.2%)
Our readers, in the room
They Show Up
From statehouses to the summit stage, NR readers fill the room to hear — and make — the arguments shaping American conservatism.
How NR readers compare
An Audience Worth Talking To
Share of each audience with the attribute. Switch between subscribers and the NR email list.
Source: i360 audience profiles, Sept. 2026. Index = NR share ÷ U.S. adult share.
Where NR readers over-index
What Our Readers Do
Behaviors where NR readers outpace U.S. adults — and where your brand can meet them. Switch between subscribers and the NR email list.
Charitable giving
35% of NR subscribers vs. 11% of U.S. adults
Interest in donating to charities
Gift giving
32% of NR subscribers vs. 11% of U.S. adults
Sends gifts by catalog or gives magazine subscriptions
Online shopping
57% of NR subscribers vs. 28% of U.S. adults
Interest in buying online
Religious giving
70% of NR subscribers vs. 35% of U.S. adults
Likely gives $250+ a year to religious causes
Stock investing
64% of NR subscribers vs. 33% of U.S. adults
Likely holds $100K+ in stocks
Tennis
61% of NR subscribers vs. 32% of U.S. adults
Attended a tennis match in the past year
Credit cards
63% of NR subscribers vs. 34% of U.S. adults
Interest in credit card use
Tax prep with a CPA
77% of NR subscribers vs. 41% of U.S. adults
Has taxes prepared by a CPA or other professional
Wine
65% of NR subscribers vs. 36% of U.S. adults
Drinks 5+ glasses of wine a week
Cooking from scratch
70% of NR subscribers vs. 40% of U.S. adults
Cooked from scratch 21+ times in six months
Heavy book buying
71% of NR subscribers vs. 41% of U.S. adults
Buys 25+ books a year
Luxury travel
68% of NR subscribers vs. 42% of U.S. adults
Stayed at a luxury hotel in the past year
Gardening
70% of NR subscribers vs. 44% of U.S. adults
Spends $800+ a year on garden and property upkeep
Golf
74% of NR subscribers vs. 46% of U.S. adults
Attended a golf tournament in the past year
Annuities
73% of NR subscribers vs. 48% of U.S. adults
Holds annuities worth $10K+
Source: i360 consumer models, Sept. 2026. Share of each audience with the behavior vs. U.S. adults. Index = NR share ÷ U.S. adult share.
Audience highlights
Who You Reach
Investors
Twice as likely as U.S. adults to hold $100K+ in stocks (64% vs. 33%).
Premium consumers
Twice as likely to carry a premium credit card (32% vs. 16%); 39% hold an upscale retail card.
Homeowners
More likely to own a $1M+ home. 70% own their home, vs. 49% of U.S. adults.
Enthusiasts
Golf, wine, gardening, and cooking from scratch: NR subscribers over-index by 27 to 30 points on each.
Where they live
National Reach, Washington Weight
Virginia — on Washington’s doorstep — is NR’s most over-represented state, home to twice the share of NR subscribers as U.S. adults. And in Washington, D.C., National Review has high readership among the leaders who set the national agenda.
Audience insights
Reach the Right Readers
Put your message in front of the NR readers who matter most to your campaign.
Available today
Geo-Targeting
Target newsletter sponsorships and dedicated email by geography.
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A/B Testing
Test subject lines and creative on dedicated email before the full send.
Available today
Section Targeting
Reach investors, homeowners, high-propensity voters, and more by placing your message in the sections of NationalReview.com they read.
Methodology. i360 audience profiles, September 2026: NR current subscribers and the NR email list (records matched to individuals) compared with U.S. adults (301.6M). Behaviors from i360 consumer models. Each figure is a single-attribute share; no joint claims. Index = NR share ÷ U.S. adult share.