Oh Give Them a Ranch-Style Home, But Not Necessarily Where the Buffalo Roam

You can take the consumer out of the country, but can you take the country out of the consumer? Not out of one-third or so American consumers, according to a Yankelovich survey commissioned by Cowles Magazines to promote the launch of its Western Styles title. Among the findings: 31% of Americans identify themselves as ‘Western Enthusiasts,’ which can mean anything from an interest in frontier history to a penchant for Western music, rodeos and fancy boots.