 |
7
Readership captures
a majority of men and women
|
|
Percent
of
Read Daily
|
Percent
of
Sunday
|
| Men |
61
|
67
|
| Women |
53
|
67
|
Readership increases
with education.
|
|
Percent
of
Read Daily
|
Percent
of
Sunday
|
| College graduate
|
64
|
76
|
| Some college (1-3
years) |
59
|
70
|
| High school graduate |
54
|
64
|
| Less than high
school graduate |
39
|
46
|
Newspapers
reach adults of all ages.
|
|
Percent
of
Read Daily
|
Percent
of
Sunday
|
| 18-24 |
42
|
54
|
| 25-34 |
44
|
58
|
| 35-44 |
54
|
67
|
| 45-54 |
63
|
72
|
| 55-64 |
69
|
76
|
| 65+ |
72
|
76
|
Readership
increases with household income.
|
|
Percent
of
Read Daily
|
Percent
of
Sunday
|
| $75,000 or more |
68
|
77
|
| $50,000 or more |
65
|
75
|
| $40,000 or more |
63
|
74
|
| Less than $40,000 |
49
|
59
|
Readership
increases with job responsibility.
|
|
Percent
of
Read Daily
|
Percent
of
Sunday
|
| Executive/ administrative/
managerial |
63
|
73
|
| Sales |
58
|
70
|
| Precision production/
craft & repair |
49
|
58
|
Readership
increases with home value.
|
|
Percent
of
Read Daily
|
Percent
of
Sunday
|
| $200,000+ |
72
|
79
|
| $100,000-$199,999 |
64
|
74
|
| $50,000-$99,999 |
57
|
68
|
| Less than $50,000 |
48
|
56
|
Source:
Scarborough Research, 1999, Release 1 (Top 50 DMA Market Report)
|
|
|
