| 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.