Working from one’s home – whether as a home-based business owner or as a telecommuter – has become a dominant trend in American business. The dominant magazine to target this sector is HOME BUSINESS® Magazine (HBM). Working from home has grown 15.6 percent annually since 1995 (Catalog Age). One out of every two workers (Readers Digest) now work from home operating full or part time businesses or as home office workers (telecommuters). A $1 trillion market, home-based businesses represent 53.4 percent of all businesses (SBA Research). This is also a well-educated market for advertisers, as 51% of home office users are college graduates (IDC Link).

HOME BUSINESS® Magazine and HBM ONLINE provide advertisers with the most viable medium to target the exploding and lucrative home business and teleworking markets. The major groups working from home and reading HBM are:

Part-Time Home-Based Entrepreneurs: Millions of new entrepreneurs launch part-time businesses from home each year in an effort to gain greater financial freedom and to take control of their own destiny. Part-time operators include entrepreneurs who perform administrative work at their home office. They all need information on businesses to start-up and diversify with, and on computers and equipment to support their home offices and mobile productivity.

Telecommuters & Home Office Workers: A fast-growing home-based segment (20 million+, JALA International, Inc.), telecommuting enables people employed at an outside office to work from home. A key advertising point about telecommuters is that a majority of teleworkers pay for all or a portion of their computer and other home office costs, making them a target market for home office products and services advertisers.

Full-Time Home Business Owners: A growing number of full-time small businesses are now moving to home-based operations, and increasing the amount of money that they invest in their businesses. The average full-time home-based entrepreneur earns nearly twice the average annual income of American workers (IDC Link). In particular, they need increased levels of office equipment and services.

Tech Savvy People: 94.6% are Internet Users! The following percents use these types of equipment:

Desktop Computer 85.2%
Cellular Phone 56.8%
Scanner 53.1%
Laptop/Notebook Computer 18.5%
Pager 18.5%
Handheld / PDA 2.5%
Use One or More Types 95.1%