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Audience Profiles

2006 Profile of Newspaper Subscribers

Demographic Profile Composition
of Daily
Newspaper Subscribers*
%		 Composition
of Sunday
Newspaper Subscribers*
%
Gender
Men 47 47
Women 53 53
Age
Adullts 18-24 9 9
Adults 25-34 10 11
Adults 35-44 17 17
Adults 45-54 21 22
Adults 55-64 17 17
Adults 65+ 26 25
Household Income
HHI Less than $10,000 3 2
HHI $10,000 - $19,999 5 5
HHI $20,000 - $29,999 13 12
HHI $30,000 - $39,999 15 14
HHI $40,000 - $49,999 14 14
HHI $50,000 - $74,999 21 20
HHI $75,000 - $99,999 14 15
HHI $100,000+ 16 18
Education
Some High School (Did not graduate) 6 5
High School Graduate 36 36
Some College (1-3 years) 28 29
College Graduate 15 16
Post Graduate Degree 10 10
Occupation
Management, Business and Financial Operations 10 10
Professional and Related Occupations 14 14
Sales and Office 15 16
Production, Transportation and Material Moving 6 6
Marital Status
Single (Never married) 20 20
Married 63 63
Widowed/Separated/Divorced 17 17
Employment Status
Employed (Full-time) 40 41
Not Employed 43 43
Retired 24 23
Home Ownership
Own Residence 82 83
Rent Residence 13 12
Home Value
Under $75,000 12 11
$75,000 - $99,999 8 7
$100,000 - $149,999 17 16
$150,000 - $199,999 11 13
$200,000 - $249,999 9 9
$250,000 - $299,999 6 6
$300,000 - $349,999 4 5
$350,000 - $499,999 8 9
$500,000+ 7 8
Household Size
Household Size One 13 13
Household Size Two 36 37
Household Size Three 21 21
Household Size Four 17 16
Household Size Five+ 13 12
Years in Home
Less than 1 year 5 6
1 Year to Less Than 3 Years 11 12
3 Years to Less Than 5 Years 9 10
5 Years to Less Than 10 years 18 18
10 Years or More 56 54
Type of Dwelling
Single family house (unattached) 80 80
Townhouse or Attached Home 5 6
Condominium 2 3
Apartment 7 6
Mobile Home/Manufactured Home 5 5
Race
White 89 88
Black/African American 8 9
Asian 1 1
Hispanic 7 7

*Printed newspaper delivered to home/office by subscription
Source: 2006 NAA Engagement Custom Recontact Study (Scarborough 2005 Release 1)
Prepared by NAA Business Analysis & Research Dept. (7/06)

2006 Profile of Single Copy Newspaper Buyers
Demographic Profile

Composition of Daily Newspaper Single Copy Buyers*

%

Composition of Sunday Newspaper Single Copy Buyers*

%

Gender
Men 50 50
Women 50 50
Age
Adults 18-24 15 17
Adults 25-34 21 20
Adults 35-44 25 27
Adults 45-54 18 16
Adults 55-64 12 11
Adults 65+ 10 9
Household Income
HHI Less than $10,000 5 5
HHI $10,000 - $19,999 8 6
HHI $20,000 - $29,999 13 13
HHI $30,000 - $39,999 16 16
HHI $40,000 - $49,999 15 16
HHI $50,000 - $74,999 20 20
HHI $75,000 - $99,999 12 13
HHI $100,000+ 9 9
Education
Some High School (Did not graduate) 8 9
High School Graduate 43 39
Some college (1-3 years) 27 27
College graduate 11 12
Post Graduate Degree 5 6
Occupation
Management, Business and Financial Operations 7 8
Professional and Related Occupations 12 14
Sales and Office 18 18
Production, Transportation and Material Moving 10 9
Marital Status
Single (Never Married) 32 33
Married 46 49
Widowed/Separated/Divorced 21 17
Employment Status
Employed (Full-Time) 49 50
Not Employed 35 32
Retired 10 10
Home Ownership
Own Residence 61 63
Rent Residence 34 31
Home Value
Under $75,000 14 14
$75,000 - $99,999 8 9
$100,000 - $149,999 10 12
$150,000 - $199,999 8 8
$200,000 - $249,999 5 5
$250,000 - $299,999 4 4
$300,000 - $349,999 3 3
$350,000 - $499,999 5 6
$500,000+ 4 3
Household Size
Household size One 12 12
Household size Two 30 26
Household size Three 20 21
Household size Four 21 22
Household Size Five+ 17 20
Years in Home
Less Than 1 year 8 8
1 Year to Less Than 3 years 19 19
3 Years to Less Than 5 Years 15 15
5 Years to Less Than 10 Years 21 21
10 Years or More 38 38
Type of Dwelling
Single Family House (unattached) 63 66
Townhouse or Attached home 7 7
Condominium 1 1
Apartment 18 17
Mobile home or Manufactured Home 9 8
Race
White 77 79
Black/African American 17 16
Asian 2 2
Hispanic 16 14

*Printed newspaper bought at a coin box/store/newsstand
Source: 2006 NAA Engagement Custom Recontact Study (Scarborough 2005 Release 1)
Prepared by NAA Business Analysis & Research Dept. (7/06)

Source of Sunday Copy Among Newspaper Readers
Demographics % Printed Paper Delivered to Home/Office by Subscription Bought Printed Paper at a Coin Box /Store/ Newsstand Obtained Printed Paper Some Other Way*
Total 62 30 9
Gender
Men 61 31 8
Women 63 29 9
Age
Adults 18-24 47 44 9
Adults 25-34 47 41 13
Adults 35-44 52 40 9
Adults 45-54 68 24 8
Adults 55-64 71 22 7
Adults 65+ 81 13 6
Household Income
HHI Less than $10,000 35 45 20
HHI $10,000 - $19,999 51 33 16
HHI $20,000 - $29,999 60 31 9
HHI $30,000 - $39,999 58 32 10
HHI $40,000 - $49,999 60 34 7
HHI $50,000 - $74,999 63 30 7
HHI $75,000 - $99,999 64 28 8
HHI $100,000+ 76 18 6
Education
Some High School (did not graduate) 50 44 6
High School Graduate 60 31 9
Some college (1-3 years) 63 28 9
College graduate 68 25 7
Post Graduate Degree 72 19 10
Occupation
Management, Business and Financial Operations 66 26 9
Professional and Related Occupations 61 29 10
Sales and Office 60 31 9
Production, Transportation and Material Moving 53 41 7
Marital Status
Single (Never Married) 49 39 11
Married 68 25 7
Widowed/Separated/Divorced 60 30 11
Employment Status
Employed (Full-Time) 57 34 10
Not Employed 68 25 7
Retired 80 16 4
Home Ownership
Own Residence 68 25 7
Rent Residence 37 48 15
Home Value
Under $75,000 57 35 9
$75,000 - $99,999 59 34 7
$100,000 - $149,999 68 25 7
$150,000 - $199,999 71 22 7
$200,000 - $249,999 75 21 5
$250,000 - $299,999 71 20 9
$300,000 - $349,999 70 25 5
$350,000 - $499,999 72 22 6
$500,000+ 80 14 6
Household Size
Household size One 60 28 13
Household size Two 69 23 8
Household size Three 65 30 6
Household size Four 55 35 10
Household Size Five+ 52 40 8
Years in Home
Less Than 1 year 52 37 11
1 Year to Less Than 3 years 51 37 12
3 Years to Less Than 5 Years 51 38 11
5 Years to Less Than 10 Years 59 32 9
10 Years or More 70 23 7
Type of Dwelling
Single Family House (unattached) 67 26 7
Townhouse or Attached home 56 32 12
Condominium 76 16 8
Apartment 36 49 15
Mobile home or Manufactured Home 50 39 11
Race
White 64 28 8
Black/African American 48 42 11
Asian 63 33 5
Hispanic 44 44 13

Base: Any time spent reading printed paper on an average Sunday
*Includes: don't know/not sure/it depends/refused
Source: 2006 NAA Engagement Custom Recontact Study (Scarborough 2005 Release 1)
Prepared by NAA Business Analysis & Research Dept. (8/06)

Source of Weekday Copy Among Newspaper Readers

Demographics % Printed Paper Delivered to Home/Office by Subscription Bought Printed Paper at a Coin Box /Store/ Newsstand Obtained Printed Paper Some Other Way*
Total 63 25 13
Gender
Men 61 25 14
Women 64 24 12
Age
Adults 18-24 51 32 18
Adults 25-34 45 35 20
Adults 35-44 55 31 15
Adults 45-54 66 23 11
Adults 55-64 72 20 9
Adults 65+ 81 12 7
Household Income
HHI Less than $10,000 43 35 22
HHI $10,000 - $19,999 54 35 11
HHI $20,000 - $29,999 63 26 11
HHI $30,000 - $39,999 61 27 12
HHI $40,000 - $49,999 61 26 13
HHI $50,000 - $74,999 65 25 11
HHI $75,000 - $99,999 64 21 14
HHI $100,000+ 70 16 14
Education
Some High School (did not graduate) 60 31 10
High School Graduate 60 28 11
Some college (1-3 years) 62 23 15
College graduate 68 19 13
Post Graduate Degree 71 15 14
Occupation
Management, Business and Financial Operations 67 18 15
Professional and Related Occupations 63 21 17
Sales and Office 58 27 15
Production, Transportation and Material Moving 54 35 11
Marital Status
Single (Never Married) 51 33 16
Married 69 20 12
Widowed/Separated/Divorced 59 29 12
Employment Status
Employed (Full-Time) 57 28 16
Not Employed 70 22 8
Retired 81 13 6
Home Ownership
Own Residence 68 20 12
Rent Residence 41 43 16
Home Value
Under $75,000 60 27 12
$75,000 - $99,999 63 25 12
$100,000 - $149,999 71 18 11
$150,000 - $199,999 66 19 15
$200,000 - $249,999 75 15 10
$250,000 - $299,999 73 19 8
$300,000 - $349,999 68 19 13
$350,000 - $499,999 68 17 15
$500,000+ 74 16 10
Household Size
Household size One 61 22 17
Household size Two 67 22 11
Household size Three 64 24 12
Household size Four 58 29 14
Household Size Five+ 58 29 13
Years in Home
Less Than 1 year 51 28 21
1 Year to Less Than 3 years 50 33 18
3 Years to Less Than 5 Years 53 33 15
5 Years to Less Than 10 Years 59 26 15
10 Years or More 72 19 9
Type of Dwelling
Single Family House (unattached) 67 21 12
Townhouse or Attached home 51 31 18
Condominium 75 14 11
Apartment 43 42 16
Mobile home or Manufactured Home 54 37 10
Race
White 65 22 13
Black/African American 48 39 13
Asian 59 33 9
Hispanic 43 38 19

Base: Any time spent reading printed paper on an average weekday
*Includes: don't know/not sure/it depends/refused
Source: 2006 NAA Engagement Custom Recontact Study (Scarborough 2005 Release 1)
Prepared by NAA Business Analysis & Research Dept. (8/06)