• 31% of Reader and Reader's Guide readers plan to move in the next 12 months. Of these, one third plan to rent an apartment in the Chicago area and one third plan to buy in the Chicago area. The others are leaving Chicago or are not yet sure what they're going to do.
• Currently, 46% own their own homes. 54% rent.

When shopping for furniture, Reader and Reader's Guide readers are 133% more likely to shop at Ikea and 113% more likely to shop at Marshall Field's than the average Chicagoan. That means they're more than twice as likely to shop at these stores.Most importantly, 65% of readers bought products or services in the last 3 months because they saw them advertised in the Reader or The Reader's Guide. They did so an average of 5 times in those 3 months.Source: Information about owning and renting, and about response to ads, from Mediamark Research Inc (MRI) custom study, July 2003. Other data from Media Audit, July/August 2003.

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