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Readership Study

Total Audience San Diego and Riverside Counties

1. Readership

Readers per copy 5.37 *Circulation 21,000 Weekly
Average copies per month 91,000 copies * 488,670 Readers per month
Total audience 112,750 Weekly Readers *Read Regularly 86%

Favorite feature - local news 61%
Second favorite feature - entertainment 52%
No problem finding copy 93%
Read no other Spanish publication 84%

2. Reader Spending

(By household)

Average household income $43,100
Own home 65%
Own more than one automobile 79%
Own more than two automobiles 47%
Spend more than $80/mo. on entertainment 86%
Spend more than 100/wk. on groceries 89%
Purchased new auto in past five years 59%
Purchased used auto in past five years 57%
Major auto service in past year 90%
Purchased home entertainment products in past year 68%
Purchased communications products in past year 65%
Traveled outside California in past year 73%
Purchased new home in past five years 25%

Have used:

Theme parks 62% Movies 96%
Live theater 58% Pro sports 86%
Live concerts 73% Las Vegas 14%

Clothing purchases:

Mens 94% Women's 97%
Children's 97%

3. Demographics

Age Range:

Less than 18 years: 1%
18-24 years of age: 11%
25-34 years of age: 14%

35-54 years of age: 43%

55+ years of age: 31%

Income Level:

10,000-19,000: 10%
20,000-29,000: 21%
30,000-39,000:
42%
40,000-49,000: 27%
50,000+: 1%

Hispanos Unidos Readership Survey for 1996 conducted by William F.Dopp of ADM Communications was based on a random sample of readers selected on a geographic basis constructer on the circulation profile. Allow a statistical 5 percent margin of error.

 




 

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