 |
7
Readership increases with education
|
Percent
of
Daily |
Percent
of
Sunday |
| College graduate |
66
|
77
|
| Attended college
(1-3 years) |
61
|
72
|
| High school graduate |
56
|
66
|
| Less than high
school graduate |
41
|
46
|
Newspapers reach adults of all
ages.
|
Age
|
Percent
of
Daily |
Percent
of
Sunday |
| 18-24 |
44
|
56
|
| 25-34 |
46
|
60
|
| 35-44 |
58
|
69
|
| 45-54 |
65
|
74
|
| 55-64 |
70
|
75
|
| 65+ |
73
|
75
|
Readership increases
with household income.
|
Percent
of
Daily |
Percent
of
Sunday |
| $75,000 or more |
71
|
79
|
| $50,000 or more |
67
|
77
|
| $40,000 or more |
65
|
75
|
| Less than $40,000 |
52
|
61
|
Readership increases
with job responsibility.
|
Percent
of
Daily |
Percent
of
Sunday |
| Executive/administrative/managerial |
65
|
75
|
| Technical/sales |
58
|
71
|
| Precision production/craft & repair |
51
|
60
|
Readership increases with home
value.
|
Percent
of
Daily |
Percent
of
Sunday |
| $200,000+ |
73
|
80
|
| $100,000-$199,999 |
66
|
76
|
| $50,000-$99,999 |
60
|
69
|
| Less than $50,000 |
50
|
58
|
Source:
Scarborough Research–Top 50 DMA Market Report, 1998 (Release
1)
|
|
|
