A study examined readership and consumer patterns for subscribers of a new upscale home and garden magazine, in order to construct a demographic profile of the typical subscriber and to determine the magazine content preferred by these subscribers, as well as the lifestyle maintained by these individuals. Subjects, 603 randomly selected subscribers to "South Florida Home and Garden" magazine completed a mailed questionnaire. Results indicated that respondents were financially well off and stable with an average age of 43.5 years. Of the respondents, 71% were female, 74% were married, 60% were without young children in the home, 71% had at least some college education, 57% were employed, and 32% worked in top management with a median salary of $50,000. More than 82% owned their own homes worth a median $125,000. Subscribers indicated they preferred to read interior decorating features, especially articles on home design and decorating ideas. Articles on gardening were also popular. Respondents' life styles called for frequent dining out, home entertainment, extensive domestic and foreign travel, and regular use of alcoholic beverages. Findings support those revealed for other home and garden publications in Houston, Dallas, and Phoenix, indicating that the publisher has reached the target market for the new magazine. (References and tables of data are included.) (NKA)