<ARTICLE>                     5

<CIK>                         0000880631
<NAME>                        INDIVIDUAL INVESTOR INC.


       
                                           

<PERIOD-TYPE>                                  6-MOS
<FISCAL-YEAR-END>                              DEC-31-1997
<PERIOD-START>                                 JAN-01-1997
<PERIOD-END>                                   JUN-30-1997


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<DEPRECIATION>                                   447,522
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<BONDS>                                                0
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<COMMON>                                          66,107
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<TOTAL-LIABILITY-AND-EQUITY>                   4,268,215
<SALES>                                        7,064,889
<TOTAL-REVENUES>                               7,064,889
<CGS>                                          4,324,876
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