| PERCENT COMPOSITION |
INDEX TO U.S. |
PERCENT COVERAGE IN TEXAS |
|||
| Total Audience | 2,498,000 | 12% | |||
| Men/Women | 56%/44% | 115/86 | 14%/10% | ||
| Readers per copy | 7.7 (based on total U.S. analyzed and non-analyzed circulation, abc 06/30/11.) | ||||
| Rate base: | 300,000 | ||||
| Influentials a | 12% | 147 | 25% | ||
| Age | |||||
| 18-24 | 11% | 86 | 10% | ||
| 25-34 | 15% | 82 | 8% | ||
| 35-44 | 20% | 108 | 12% | ||
| 45-54 | 21% | 108 | 15% | ||
| 55+ | 34% | 106 | 15% | ||
| Median: 46.5 (U.S.= 45.1) | |||||
| Education | |||||
| Postgraduate degree | 15% | 161 | 25% | ||
| Graduated college+ (Bachelor's degree) | 44% | 163 | 25% | ||
| Any college | 80% | 146 | 19% | ||
| Household income | |||||
| $200,000+ * | 9% | 200 | 25% | ||
| $150,000+ | 21% | 197 | 25% | ||
| $100,000+ | 43% | 169 | 22% | ||
| $75,000+ | 61% | 156 | 21% | ||
| Median: $89,922 (U.S.= $59,912) | |||||
| Individual employment income | |||||
| $100,000+ * | 12% | 215 | 25% | ||
| $75,000+ | 20% | 192 | 22% | ||
| $60,000+ | 28% | 179 | 23% | ||
| Median: $48,613 (U.S.= $38,467) | |||||
| Occupation | |||||
| Top management b | 13% | 148 | 21% | ||
| Professional/managerial | 36% | 157 | 21% | ||
| Family status | |||||
| Married | 66% | 120 | 14% | ||
| Any children | 40% | 98 | 10% | ||
| Own home | 81% | 115 | 15% | ||
| County size | |||||
| A/B county | 73% | 102 | 13% | ||
| C/D county | 27% | 95 | 11% | ||
* 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: Gfk MRI Doublebase 2011.