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The Reader and Reader's Guide
to Arts & Entertainment are the source for music information
in Chicago. The Reader's Section Three is a weekly music magazine;
67% of Reader readers read it regularly. Section Three normally
runs 48 to 56 pages. 63% of Reader's Guide readers regularly read
the music listings.
In addition to breathtakingly comprehensive listings
of live music events, music coverage includes "The Treatment," a day-by-day guide to the music scene's best offerings, and pull-out
guides to the Jazz, Blues, and World Music festivals.
It's no wonder that readers are huge consumers of
live and recorded music.
- Three quarters of them attended a music performance
in the past year (national figure 22%). They went to an average
of 13 performances.
- Almost one quarter went to a comedy club. They
went an average of 2.9 times.
- 45% of readers with internet access bought tickets
online in the past year to concerts, shows, sporting events, etc
(national figure 10%).
- 84% bought CDs in the past year. They bought an
average of 15.9. That's more than 85,000 CDs every single week.
- 48% bought DVDs in the past year. They bought an
average of 9.1. That's more than 25,000 DVDs every week.
- 41% of those with internet access bought CDs, tapes,
or cassettes online in the past 12 months (national figure 9%).
- 90% own CD players (national figure 52%), 64% own
car stereos, and (as of the summer
of 2003) 33% own MP3 recorders or CD burners.
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.
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