Readership Study
Total Audience San Diego and Riverside Counties
1. Readership
Readers per copy 5.37 *Circulation 21,000 Weekly
Average copies per month 91,000 copies * 488,670
Readers per month
Total audience 112,750 Weekly Readers *Read Regularly
86%
Favorite feature - local news 61%
Second favorite feature - entertainment 52%
No problem finding copy 93%
Read no other Spanish publication 84%
2. Reader Spending
(By household)
Average household income $43,100
Own home 65%
Own more than one automobile 79%
Own more than two automobiles 47%
Spend more than $80/mo. on entertainment 86%
Spend more than 100/wk. on groceries 89%
Purchased new auto in past five years 59%
Purchased used auto in past five years 57%
Major auto service in past year 90%
Purchased home entertainment products in past year 68%
Purchased communications products in past year 65%
Traveled outside California in past year 73%
Purchased new home in past five years 25%
Have used:
Theme parks 62% Movies 96%
Live theater 58% Pro sports 86%
Live concerts 73% Las Vegas 14%
Clothing purchases:
Mens 94% Women's 97%
Children's 97%
3. Demographics
Age Range:
Less than 18 years: 1%
18-24 years of age: 11%
25-34 years of age: 14%
35-54 years of age: 43%
55+ years of age: 31%
Income Level:
10,000-19,000: 10%
20,000-29,000: 21%
30,000-39,000: 42%
40,000-49,000: 27%
50,000+: 1%
Hispanos Unidos Readership Survey for 1996 conducted by William
F.Dopp of ADM Communications was based on a random sample of
readers selected on a geographic basis constructer on the circulation
profile. Allow a statistical 5 percent margin of error.
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