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Issue 20 - From the editor

Whisky Magazine Issue 20
December 2001


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From the editor

You are male, in your early 40s. You are married with two children and have a household income of over £50,000 ($80,000) per year. You have visited distilleries in Scotland. You always read Michael Jackson's column, the news section, distillery pieces and the tastings. You would like to see more coverage of malts and you spend over two hours reading the magazine. You buy 26 bottles of whisky each year and you have, unsurprisingly, a whisky collection. You buy your whisky from specialist retailers. Sound familiar? I hope so because that is the profile of the typical Whisky Magazine reader who can be found from Oban to Orlando, Oslo to Osaka.

More than 1,000 of you took the time to fill out our questionnaire for which I am very grateful. The information we glean from our surveys helps us to develop the magazine in the direction that the majority of you would like. I say ‘majority' as with every group there are individuals whose requirements we will struggle to satisfy. You know who you are.

Several respondents wrote that their favourite aspect of Whisky Magazine was its very existence and that they were pleased with the way it had developed. Thanks for the vote of confidence.

Two aspects that have become clear from the last survey are that you want it more often and you want it quicker. In response to these twin demands, I am delighted to tell you Whisky Magazine is to be published eight times per year from November 2001 and an Express Subscription Service is now availa...

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