• 47% of Reader and The Reader's Guide readers don't read the Sunday Tribune regularly.
• 60% don't read the daily Tribune and 69% don't read the daily SunTimes. 65% don't read the Tribune's Friday section.
• 84% don't read Red Eye regularly; 90% don't read Red Streak.
• 62% don't read the Onion regularly. 80% don't read Newcity. 90% don't read UR. 91% don't read Chicago Social.

Loyal to the Reader and The Reader's Guide:

• 83% of survey respondents read 3 or 4 out of the last 4 issues. The average reader looks into each issue more than 3 times before he or she is finished reading it.
• 2.2 people read each copy of the paper.

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: Mediamark Research Inc. (MRI) custom study, July 2003. National figures are from the spring 2002 Mediamark Survey of American Consumers.

Return to Who Reads the Reader | Other Audience Profiles

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