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BASIC DEMOGRAPHICS: READER

PERCENT
COMPOSITION
INDEX TO
U.S.
PERCENT COVERAGE
IN TEXAS
Total Audience 2,401,000 12%
  Men/Women 50%/50% 103/97 13%/12%
         
Readers per copy 7.5 (based on total U.S. analyzed and non-analyzed circulation, abc 12/31/08.)
         
Rate base: 300,000
         
Influentials a 22% 270 36%
         
Age
  18-24 9% 71 8%
  25-34 16% 89 10%
  35-44 21% 108 12%
  45-54 23% 117 15%
  55+ 32% 103 15%
Median: 46.5 (U.S.= 45.1)
         
Education
  Postgraduate degree 14% 160 23%
  Graduated college+ (Bachelor's degree) 45% 170 23%
  Any college 75% 140 18%
         
Household income
  $200,000+ * 12% 291 27%
  $150,000+ 22% 231 25%
  $100,000+ 45% 191 22%
  $75,000+ 60% 162 20%
Median: $91,946 (U.S.= $57,731)
         
Individual employment income
  $100,000+ * 11% 219 24%
  $75,000+ 22% 231 26%
  $60,000+ 30% 197 23%
Median: $52,812 (U.S.= $36,285)
         
Occupation
  Top management b 14% 152 21%
  Professional/managerial 40% 170 21%
         
Family status
  Married 66% 119 15%
  Any children 40% 99 11%
         
Own home 78% 111 15%
         
County size
  A/B county 73% 102 12%
  C/D county 27% 94 13%
         

* Projections relatively unstable — use with caution.

a Those whose opinions and recommendations influence the buying behavior of others.

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

Source: MRI DOUBLEBASE 2009.