How Does Metro Readers Stack Up to other Daily Readers?

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NEWSPAPER IN
PHILADELPHIA PHILADELPHIA
CENTER CITY

Retail

Spent $500+ on cosmetics, Spent $500+ on women’s Spent $500+ on women’s shoes
perfumes, or skin care items in casual apparel in the past 12 in the past 12 months (index)
the past 12 months (index) months (index)

318 194 329
Philadelphia Philadelphia Philadelphia

54 88 78
Daily News Daily News Daily News

63 110 187
Inquirer Inquirer Inquirer

Source: Scarborough R2 2010, Base: A18-49, 25-49, 250k+

Retail

Primary decision makers when Regularly shop for designer goods Regularly shop at
making a major purchase and apparel department stores

79% 54% 92%

68% 43% 90%

78% 30% 72%


Real Estate

Own a home valued at 250k+ Rent their current homes Live in an apartment
(index) (index)

127 60% 228

31 29% 86

127 16% 61

Source: Scarborough R2 2010, Base: A18-49,25-49, 250k+

Education

Attended special/technical or College Educated Have a high school diploma
vocational school in the past
12 months

49% 118 48%

39% 29 46%

27% 113 30%

Source: Scarborough R2 2010, A18-49, 25-49, 250k+

Recruitment

Regularly search for jobs online Have attended a job or Actively searching for new jobs
(index) recruitment fair in the past 12 (index)
months (index)

145 214 147

105 57 54

103 34 35


Health Care

Are covered by an individual Regularly purchase OTC Purchased weight loss
insurance plan (index) medication medication in the past 12
months (index)

249 64% 171

130 50% 125

101 57% 36


Automotive

Plan on paying 20k+ for a new Own or lease a hybrid vehicle Own a new car
vehicle (index) (index)

119 165 60%

68 80 50%

105 23 55%


Automotive

Plan on purchasing a pre-owned Own 2+ cars Own or lease a luxury vehicle
luxury vehicle in the next 12 (index)
months (index)

431 38% 115

334 29% 79

351 34% 81


Going Out

Lead active lifestyles, participate Have attended a concert in the Have attended a professional
in local outdoor activities past 12 months (index) sporting event in the past 12
months (index)

83% 233 182

79% 131 119

81% 142 110


Going Out

Active in their communities, Regularly dine out Prefer dining out at an upscale
attended local/community restaurant (index)
based events

78% 96% 54%

74% 92% 26%

73% 91% 38%


Financial

Invest in their communities Have contributed to a charitable Invest in their future, have
through local charities and organization in the past year stocks or stock options
businesses

80% 65% 75%

60% 60% 74%

63% 63% 75%


Financial

Utilize online banking for bill Utilize the services of a full service Are small business owners
payment and loan management stock broker (index) (index)

47% 144 189

36% 39 150

46% 144 182


How Does Metro Readers Stack Up to other Daily Readers?

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