2012 Audience Profile

Reader Profile 2012

                                                            (000)                           % Comp

All                                                        45,000                         100.0

Men                                                     8,597                            19.1

Women                                              36,404                          80.9

Age

18-24                                                  1,622                            3.6

25-34                                                  5,836                            13.0

35-44                                                  13,086                          29.1

45-54                                                  11,536                          25.6

55-64                                                  6,605                            14.7

65+                                                      6,316                            14.0

Median Age                                        46.1

Education

Any College Plus                                 32,386                          72.0     

Grad College Plus                              18,641                          41.4

Post-Graduate Degree                       6,532                            14.5

Employment

Employed                                             29,015                         64.5                

Retired                                                  6,046                           13.4

Marital Status

Now Married                                         30,916                          68.7

Never Married                                       6,593                            14.7

Divorced or Separated                        5,512                             12.3

Household Size

2                                                            15,846                          35.2                                         

2+                                                          41,594                          92.4

3+                                                          25,748                          57.2

5+                                                          6,557                            14.6

Children in HH

Any                                                      21,184                           47.1

1                                                          10,382                          23.1

2                                                          7,208                            16.0

2+                                                        10,802                          24.0

3+                                                         3,595                            8.0

Household Income

$150,000+                                             6,068                           13.5     

$100,000+                                            15,493                          34.4

$75,000+                                              20,250                          45.0

$60,000+                                              25,991                          57.8

$50,000+                                              31,087                          69.1

$40,000+                                              34,242                          76.1

Median HHI                                         $69,121

Home Ownership/Value

Own Home                                           35,931                           79.9

$500,000+                                            6,538                            14.5

$200,000+                                            18,889                          42.0

$150,000+                                             22,208                          49.4

$100,000+                                             31,887                          70.9

Median Home Value                            $213,660

County Type

A                                                          18,494                          41.1

B                                                          14,571                           32.4

C                                                           6,930                           15.4

D                                                          5,007                            11.1

Race

White                                                     36,504                          81.1

Black/African American                      3,644                           8.1       

Spanish/Hispanic/Latino                       7,163                            15.9     

Source: 2011 GfK MRI Fall, Publisher’s Estimate