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BASIC DEMOGRAPHICS: READER

PERCENT
COMPOSITION
INDEX TO
U.S.
PERCENT COVERAGE
IN TEXAS
Total Audience 2,107,000 11%
  Men/Women 51%/49% 106/95 12%/10%
         
Readers per copy 6.7 (Based on total U.S. analyzed and non-analyzed circulation, ABC 6/30/07.)
         
Rate base: 300,000
         
Age
  18-24 5% 61 4%
  25-34 16% 87 8%
  35-44 15% 75 8%
  45-54 26% 134 16%
  55+ 40% 131 16%
Median: 51.2 (U.S.= 44.8)
         
Education
  Postgraduate degree 19% 225 31%
  Graduated college+ (Bachelor's degree) 50% 196 23%
  Any college 80% 151 17%
         
Household income
  $200,000+ 12% 319 30%
  $150,000+ 20% 232 27%
  $100,000+ 42% 195 22%
  $75,000+ 60% 173 22%
Median: $89,192 (U.S.= $55,415)
         
Individual employment income
  $100,000+ 10% 216 24%
  $75,000+ 20% 211 24%
  $60,000+ 27% 185 22%
Median: $47,970 (U.S.= $33,830)
         
Occupation
  Top management* 17% 178 20%
  Professional/managerial 47% 201 22%
         
Family status
  Married 68% 123 14%
  Any children 32% 78 9%
         
Own home 78% 112 14%
         
County size
  A/B county 75% 105 11%
  C/D county 25% 88 12%
         

* Top Management—Job titles: President, V.P., Treasurer, Chairman of the Board, Member of the Board, Comptroller, General Manager, Owner/Partner.

Sources: MRI Fall 2007.