Open rates are what each list is rebuilt to run at and are reported against actual sends on every campaign. Click rates are total clicks, the basis media kits are normally quoted on. The verified rate, with machine and bot clicks removed, is listed with the rest of the numbers below.
The title to buy on impressions. Thriving Guide readers open reliably and click rarely, which makes it the wrong list for a cost-per-click deal and the right one for reach. Its deliverability has been the steadiest of the four straight through, never dropping below 94%.
Who reads it
- Adults from 35 to 65, men and women, who want one specific answer rather than general wellness writing.
- They open reliably and click rarely, so impression-priced placements outperform click-priced ones here.
- A specific food or condition question wins. Generic wellness loses, and so do recipes used as the lead.
- The largest Yahoo and AOL concentration of the four titles, at 64%.
Where it lands
Mailbox share decides deliverability more than list size does. Yours is the campaign that has to reach these inboxes.
- Yahoo and AOL 64.2%
- Microsoft 15.8%
- Cable ISP 5.7%
- Apple 4.6%
- Gmail 4%
- Other 5.8%
What they click
Each bar is that story shape's click rate against this list's own average. Par is 1.00. Measured across every issue sent, with bot clicks stripped out.
What they are interested in
- Nutrition, and what a specific food actually does
- Named conditions and practical management
- Fitness that fits an ordinary week
- Research findings explained plainly
- Personal health and steady self-improvement
What works as an ad here
- Supplements and wellness products
- Holistic lifestyle products and offers
- Early access to events
- Interviews with health specialists
- Paid wellness surveys
The rest of the numbers
Including the ones that are not flattering. A kit that only shows its best quarter is a kit you have to discount, so here is the whole picture, each figure with the date it was measured.
- Open rate basis
- The figure this list is rebuilt to run at. Reported against actual sends on every campaign.
- Verified click rate
- 0.15 to 0.3%, machine and bot clicks removed
- Deliverability
- 94 to 99.7%, the steadiest of the four
- Complaint rate
- 0.02% or lower
- List census
- 228,239 on 13 September 2026
Across all four titles: 790K subscribers in active rotation, from 910K subscriptions and 615K distinct people. Complaint rate 0.02% or lower. Census September 2026.
How you can run
Dedicated Email Blast
Your message alone, to the whole list or a segment of it. Nothing else in the email.
Sponsored Newsletter
Your brand carried prominently inside the regular issue, beside the story readers came for.
Native Ad
Your message written into an article on the title's own site, in the voice readers already trust.
After every send you get
- Successful deliveries
- Open rates
- Click-through rates
- Bot-filtered click counts, so you see verified humans
Advertise with Thriving Guide
Tell us what you are trying to move and we will say plainly whether this list is the right one for it. Sometimes it is one of the other three.
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