YOUNG
Male >> 51%
Female >> 49%
18-34 yrs >> 36%
18-49 yrs >> 70%
25-49 yrs >> 56%
Single, under 35, no children >> 17%
Plan to take College Courses >> 25%

EDUCATED
Attended College
or College Graduate >> 68%%

DYNAMIC CONSUMERS
PLAN TO PURCHASE NEXT 12 MONTHS
Stereo Equipment >> 148
Personal Computer >> 143
Video Equipment, VCR/Camera >> 141
New Furniture >> 130
Car, Van, Truck, SUV >> 125
New Vehicle >> 120
Used Vehicle >> 131
Will Pay $30,000+ >> 133

HEAVY/FREQUENT USERS/BUYERS
Sporting Goods >> 124
Beer >> 133
Wine >> 132
Heavy Internet Exposure >> 125
Buy Tapes/CDs >> 138
Rent VCR Movie/DVD >> 127
Full Service Restaurants >> 132
Movie Theater Attendance >> 128
AIR TRAVEL - ROUND TRIP
Domestic 8+ (past year) >> 127
Foreign 3+ (past 2 years) >> 136



ACTIVITIES PAST 12 MONTHS
Rock/Pop Concert >> 170
Theater/Opera/Symphony >> 139
Exercised Health Club 12+ >> 126
Snow Skiing >> 141
Bought 5+ Books >> 134
Rented A Car 5+ >> 135
Stayed Hotel/Motel 10+nites >> 123
Attended College/Pro Sports Event >> 134
Frequent Bars/Night Clubs >> 147

BUSINESS INFLUENCE-PURCHASE
Office Equipment >> 132
Office Supplies >> 128
Influence Business Banking >> 137

OTHER INDEX ITEMS
College Graduate >> 118
Professional/Technical >> 125
Opinion Leaders >> 161
Source: 108-newspaper, 71-market 2006 Media Audit study. An index compares one number against the total market. An index of 129 means the readership of alternatives are 29% more likely to purchase in next 12 months. (06/06)

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