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Reader and Reader's Guide
readers are a great audience for restaurants, wine and liquor stores,
food shops, and any business related to eating and drinking.
The Reader's restaurant coverage is based on its popular
Restaurant Finder web service. Restaurant Finder includes more than
1700 restaurants, and is searchable in many of the ways that people
actually choose where they're going to eat. Restaurant Finder online
serves approximately 70,000 page views per week.
Each week, a selection of restaurants from Restaurant
Finder, unified by type of food, location, or some other characteristic,
is printed in the Reader. A restaurant feature story runs in both
papers every week. Combined with scores of restaurant ads, this
coverage creates a well-used restaurant section; more than half
of the readers read the restaurant section at least 3 weeks out
of 4.
Restaurant advertisers who run 4 or 10 times consecutively
receive substantial price discounts and can participate in chicagoreader.com's
online coupon, menu, and photo service at no extra charge.
In the past 7 days (just one week):
- 87% of Reader and Reader's Guide readers ate meals
at sit-down restaurants. They did so an average of 2.7 times.
That's 790,000 meals, every week!
- 70% ordered food to take out or be delivered. They
did so an average of 2.1 times. 28% went out to business lunches.
They did so an average of 1.8 times. 73% had dinner in restaurants
where entrees cost less than $15. They did so an average of 2
times.
- 41% had dinner in restaurants where entrees cost
more than $15. They did so an average of 1.6 times.
Reader and Reader's Guide readers
consume certain beverages more than the average American does.
In the past 7 days:
- 64% drank bottled water or seltzer (national figure
37%).
- 43% drank imported beer (national figure 10%).
- 43% drank domestic beer (national figure 19%).
- 43% drank domestic wine (national figure 15%).
- 38% drank imported wine (national figure 4%).
In the past 30 days:
- 34% drank vodka (national figure 9%).
- 22% drank tequila (national figure 5%).
- 19% drank run (national figure 6%).
- 17% drank gin (national figure 4%).
- 22% drank champagne or sparkling wine (national
figure 5%).
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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