Market to Houston`s active, engaged consumers.

Transcription

Market to
Houston’s active,
engaged consumers.
Make your mark in a dynamic top-10 media market. Each product
in the Houston Chronicle portfolio brings energy, synergy and cost
efficiency to the business of reaching customers in a DMA with
total consumer buying power of $109 billion.
Source: Demographics USA
Call us at 713-362-3565 or 1-800-735-3815.
E-mail: [email protected]/adsite
find it here
3 Overview of a Power Market
4 Powerful Reach
5 Chronicle Readership and Circulation
6 Chron.com — Where Houston Lives
7 Multiple Distribution Options
8 The Character of Houston
8 Quality of Life & Cost of Living
9 Arts & Entertainment
10 Sports
11 Houston Industry & Jobs Profile
12 Job Market
13-16 International Mecca; Houston Diversity
17Reader Profile
Houston Chronicle market/readership book 2
powerbase.
Whether you’re measuring DMA, CBSA or city size, Houston is one of the
nation’s most important markets.
10th
largest DMA in the nation and growing almost
twice as fast as the nation as a whole. The DMA is defined by
Nielsen Media and is known more commonly as the television or broadcast market.
4RINITY
0OLK
The Houston Designated Market Area: DMA
Population: 5.9 million
Including 20 counties: Austin, Brazoria, Calhoun, Chambers,
Colorado, Fort Bend, Galveston, Grimes, Harris, Jackson,
Liberty, Matagorda, Montgomery, Polk, San Jacinto, Trinity,
Walker, Waller, Washington and Wharton
7ALKER
3AN*ACINTO
'RIMES
-ONTGOMERY
,IBERTY
7ASHINGTON
#HAMBERS
!USTIN
7ALLER
&ORT"END
#OLORADO
7HARTON
*ACKSON
'ALVESTON
"RAZORIA
-ATAGORDA
6th
largest CBSA in the nation as defined by the
Office of Management and Budget.
The Houston Core Based Statistical Area: CBSA
Population 5.6 million
Including 10 counties: Austin, Brazoria, Chambers,
Fort Bend, Galveston, Harris, Liberty, Montgomery,
San Jacinto and Waller
4th
largest city in the nation.
Population: 2.2 million
Includes: portions of Harris, Montgomery and
Fort Bend counties.
Source: Demographics USA 2008
The Houston Chronicle is Texas’ largest newspaper.
#ALHOUN
#"3!AREA
1st
1st
in circulation, with 427,223 daily and 583,364 Sunday.
in readership, with 1.1 million daily and 1.7 million
Sunday.
Sources: Audit Bureau of Circulations for the six-month period ended March 31, 2009;
2009 Scarborough Report, Houston DMA adults.
powerful combined reach
Like consumers around the nation, Houstonians turn to
newspapers and the Web before buying goods and services.
Preferred Ad Source
Please indicate the medium “You prefer for
receiving advertising information.”
30%
Internet
Radio
Yellow Pages
23%
10%
9%
Television
9%
TV
30%
Ads in the mail
10%
Mail
Internet
Newspaper ads
23%
Newspapers
What do I turn to FIRST when buying
something?
4%
Radio
3%
Yellow Pages
2%
1%
% of Houston-area consumers
Source: Scarborough Research 2008
Chronicle Reach Outperforms
Broadcast
Sunday Chronicle
(1 ad insertion)
Daily Chronicle
(1 ad insertion)
CBS-KHOU TV
(5 prime-time spots)
ABC-KTRK TV
FOX-KRIV TV
NBC-KPRC TV
KODA FM
(10 morning-drive spots)
KMJQ FM
KTBZ FM
KBXX FM
KTRH AM
39%
27%
14%
12%
11%
10%
4%
3%
3%
3%
3%
What prompted my last unplanned
purchase?
23%
Internet
Newspaper ads
21%
12%
Ads in the mail
12%
Television
Radio
Yellow Pages
2%
1%
% of Houston-area consumers
Source: Scarborough Report 2008
think.
Take advantage of the brand equity built into an award-winning,
ink-and-paper core product.
One issue of the daily Chronicle reaches more
than 27% of adults in the Houston DMA and
42% over a five-day span.
One issue of the Sunday Chronicle reaches 39%
of adults in the Houston DMA and more than
53% over four Sundays.
One ad in the daily Chronicle reaches more
Houston adults than 250 morning drive-time
radio spots or 11 prime-time television spots
and the Sunday Chronicle reaches more
Houston adults than 1,150 morning drive-time
radio spots or 23 prime-time television spots.
Daily average-issue readership
1
2
3
4
5
The Washington Post
Houston Chronicle
The Atlanta Journal-Constitution
Chicago Tribune
The Dallas Morning News
34%
28%
22%
20%
20%
The Washington Post
Houston Chronicle
Atlanta Journal-Constitution
Chicago Tribune
The Boston Globe
45%
39%
34%
33%
30%
Source: Scarborough 2009 Release 1, Local DMA Daily/Sunday Newspaper
Penetration Report
Circulation
3/31/09
The New York Times
1
1,026,771
Los Angeles Times
2
736,383
The Washington Post
3
653,445
(New York) Daily News
4
578,820
New York Post
5
529,385
Chicago Tribune
6
481,130
Houston Chronicle
7
427,223
The Arizona Republic
8
392,831
Denver Post
9
384,671
10
361,554
Long Island Newsday
10 largest U.S. Sunday newspapers
Sunday average-issue readership
1
2
3
4
5
10 largest U.S. daily newspapers
Circulation
3/31/09
The New York Times
1
1,451,233
Los Angeles Times
2
1,019,388
The Washington Post
3
868,965
Chicago Tribune
4
858,256
(New York) Daily News
5
644,766
Detroit Free Press
6
585,022
Houston Chronicle
7
583,364
Philadelphia Inquirer
8
550,400
The Denver Post
9
526,235
10
516,562
The Arizona Republic
Source: As filed with Audit Bureau of Circulations for the six-month period
ended March 31, 2009.
— Where Houston lives
Combined with our trusted print products, chron.com offers unprecedented reach. It is
Houston’s top local news site, and a search engine, e-mail and mobile marketing phenom.
News & Information
Chron.com is Houston’s top news site, with more than 70% penetration.
Rank
Name Reach Penetration
chron.com Yahoo! News NYTimes.com RealCities Network MSNBC 1.3MM
518k 513k
434k
420k
70.5%
28.1%
27.8%
23.5%
22.8%
1
2
3 4 5
Chron.com has more unique visitors
than local broadcast sites
chron.com
khou.com
Click2houston.com
abc13.com myfoxhouston.com
39online.com 2,990,000
614,000
516,000
208,000
170,000
25,000
Source: Neilsen @Plan, November 2008. Based on 12-month average.
Source: Neilsen/NetRatings NetView; Standard Metrics, Month of
December 2008.
chron.com Marketing Tools
Channels
E-mail Marketing — Our permission-based database contains more than 450,000
e-mail addresses. Full-service program, from deployment to results reporting.
29-95.com — for 21-34-year-olds seeking all
that’s hip-but-hidden in Houston
Yahoo Behavioral Targeting — Don’t need a mass audience? Target a niche!
MomHouston.com — where local parents
share opinions, tips, artwork, photos etc.
Lat49 Mapvertising — Embed your geo-targeted display ads in online maps.
Mobile.chron.com — Expand your brand and reach consumers on the go; 39% of
mobile Internet users spend more than two hours a week on their phone Internet.
SEM — Chron.com harnesses Local Edge search engine marketing to maximize
your visibility on the four major search engines. We cover every step — planning,
dedicated tracking, ongoing refinement, transparent reporting.
PetsHouston.com — for those captivated
with animals
HoustonBelief.com — where Houston
believers and non-believers think out loud
Houstongrows.com — It’s all about the
garden!
Distribution Options
The Houston Chronicle combines intense local market reach with a variety of targeted products to
deliver marketing messages to the audience your business needs.
Targeted Inserts
Inserts in the Chronicle reach highly desired subscriber households six days a week. Add
shared-mail ChronValues inserts to non-subscriber households on Tuesday/Wednesday for total
market coverage. The combined footprint of subscriber and non-subscriber delivery reaches
more than 2.1 million households.
Sub-ZIP targeting at the carrier route level brings you a more defined audience. We use more than
2,200 data selects to define the audience that best fits your business needs.
Our carrier-delivered Select Market Coverage program reaches more than 180,000 affluent,
non-subscribing homes on Thursdays.
Direct Mail
Hearst Direct’s turnkey services for local, regional or national marketing.
Database Marketing — With Market Analysis, Customer Analysis, Predictive/Response Modeling,
Customized Database Analysis, GIS Mapping and Data Processing, our dedicated analysts help manage
your customer or prospect databases to increase responses and revenue.
Commercial Printing — Sheet-fed and heatset web printing, with flexible paper buying and scheduling
options. Static short-run printing, version printing or fully customized printing with variable printing
and imaging capabilities.
Mail Services — The Chronicle prepares and delivers more than 15 million mail pieces weekly with an
onsite USPS Mail Unit. We offer laser personalization, ink-jetting, hand work, binding and poly wrap.
E-Marketing
Personalized URLs (PURLs) create a “green” interactive platform and provide a custom site for program
information retrieval. Real time information and tracking.
houston.
America’s fourth largest city is a mecca of influence, affluence and excellence.
And if anyone knows Houston, it’s the Chronicle.
Houstonians are educated, and
have a strong work ethic.
Eighty percent of our workforce
is confident that hard work is
rewarded in their city.
Source: Houston Area Survey 1982-2005: Public
Perceptions in Remarkable Times
Houston offers more than 100
degree-granting colleges, community colleges, technical schools
and institutes for knowledge
seekers, accounting for more
than 360,000 students annually.
Source: Greater Houston Partnership, Houston Facts 2008
Houstonians are pumped for
fitness and recreation. There are
more than 690 city and county
parks here and more than a dozen
state parks nearby, totaling more
than 63,400 land and water acres.
In U.S. metro areas of more than 2 million residents, Houston
has low cost of living and housing year after year. Overall,
expenses are 11% and housing costs are 25% below the major
metro average.
Houston - Sugar Land Baytown, TX
Dallas - Forth Worth Arlington, TX
Atlanta - Sandy Springs Marietta, GA
Denver Aurora, CO
Miami - Fort Lauderdale Miami Beach, FL
Seattle - Tacoma Bellevue, WA
Boston - Cambridge Quincy, MA-NH
Washington - Arlington Alexandria, DC VA
San Francisco - Oakland Fremont, CA
New York - Newark Edison, NY NJ PA
% Below National Average
-10.9
-7.7
% Above National Average
-5.1
1.9
13.2
16.2
29.5
34.4
51.3
54.4
Cost of living comparisons: Selected MSAs
Index: Average of 309 urban areas = 100
Source: ACCRA Cost of Living Index, First Quarter 2009
Houston Home Market
The Houston area is home to
more than: 180 golf courses,
and hiking and biking trails,
health clubs, gyms and
fitness centers.
The climate is mild year-round,
with these average high temperatures: spring 78˚, summer 92˚,
fall 81˚ and winter 64˚.
Source: National Oceanic and Atmospheric Administration
Houston is the third most popular U.S. city for moving
companies. It’s the second most
favored city for corporate expansions and relocations.
• Houston has 6.1 months of housing inventory, considerably
lower than other major metro areas. Markets such as
Los Angeles, Las Vegas, Orlando and San Diego have
15+ months of supply.
• In the last 12 months, Houston home values increased
3.8%, in marked contrast to markets such as Las Vegas
(-29%), Los Angeles, (-16.6%), Miami (-25.4%) and
Phoenix (-17.3%).
Sources: Federal Housing Finance Agency, Home Price Index; Metrostudy 2009
leisure to please
Houston is home to the cultured and the casual: acclaimed
symphony, opera, drama and ballet companies and the nation’s
third-largest population of working artists.
The Alley Theatre is the nation’s oldest
continuously operating resident theater
company outside of New York City.
Houston’s big shoppers and spenders accounted for a total of $84.8 billion in gross
retail sales in 2008.
The Houston Theater District is second
only to New York City in concentration of
seats, and our museum district is the fourth
largest in the nation.
The Houston Airport System is fourth
largest in America and sixth largest in the
world. And it’s the country’s sixth largest
international passenger gateway, serving
nearly 52 million travelers in 2007. This
accounts for $24 billion in economic impact
on the Houston economy.
The Houston Ballet is the fourth largest
company in the country.
The Houston Livestock Show and RodeoTM
boasts the world’s largest rodeo attendance:
1,890,332 in 2009 with a local economic
impact of more than $344 million.
Galveston is the nation’s fifth busiest cruise
port, home to a year-round fleet of five
passenger vessels. In addition, a new, $81
million Bayport Cruise Terminal opened
2008.
With more than 11,000 restaurants to choose
from, it’s no wonder that Houstonians dine
out more than residents of any other city.
Sources: Greater Houston Partnership; Demographics USA 2008;
Greater Houston Convention and Visitors Bureau; HLSR.com;
www.houstonairportsystem.org; Lloyd’s Cruise International; portofhouston.com
Houston is one of the top three fastestgrowing restaurant markets in Texas.
plenty of teamwork
Sports and hospitality rule in Houston, with world-class stadiums,
sports complexes, convention and hospitality facilities.
Football
The 71,500-seat Reliant Stadium is a $449million complex and the world’s first retractableroof NFL stadium. Home to the Houston
Texans, it hosted Super Bowl XXXVIII in 2004
– an event that had an economic impact of more
than $275 million statewide.
Baseball
The 42,000-seat Minute Maid Park, a $248million complex, is home to the 2005 National
League Champion Houston Astros, who brought
the World Series to its field. The park also hosted
the 2004 All-Star Game, which had an estimated
$50-$55 million impact on the city.
Basketball and Hockey
Toyota Center, a $175-million sports complex,
is home to the two-time world-champion
Houston Rockets and the Houston Aeros hockey
team. Toyota Center hosted the 2006 NBA
All-Star Game.
Soccer
Houston welcomed the Dynamo in late 2005, its
first-ever Major League Soccer team. And the
Dynamo brought the MLS Cup Championship
to Houston in 2006 and 2007!
Crowd control
The number of downtown hotel rooms is robust and ready to welcome more than 850,000
people annually. The entire Houston area offers
more than 70,000 hotel rooms.
Venues are more accessible to Houstonians and
visitors alike with Houston’s $300-million light
rail system, which serves downtown, midtown,
Texas Medical Center and Reliant Park.
In 2007, 31.39 million visitors spent more than
$10.7 billion in the greater Houston area.
Sources: Greater Houston Partnership; Greater Houston Convention and
Visitors Bureau.
powerful industry mix
The rich and unique mix of industries in Houston makes for
a healthy economy and dynamic commercial atmosphere.
Energy
Houston remains the energy center of the country
and the world center for almost every segment of
the petroleum industry.
•Sixteen of the top-25 U.S. publicly traded oil-and-gas exploration and production firms are headquartered here or have major divisions here.
•Nine major energy firms recently have
relocated here.
•The Texas Gulf Coast’s oil refining capacity accounts for 23% of the U.S. total.
•Houston welcomes approximately 67,000 people from 2,400 companies in 30 countries to its annual Offshore Technology Conference.
Source: Greater Houston Partnership.
Twenty-three of the largest 25 U.S. engineering
firms have Houston offices.
•Nearly 77,500 engineers and architects are employed by Houston’s 2,727 firms.
Source: Greater Houston Partnership
Computers/Software
Houston is the third fastest-growing high-tech
city in the country, and the first in Texas.
•Houston is home to 300+ software develop- ment companies – including one of the nation’s largest, NASA’s Johnson Space Center – with estimated annual revenues of $4.2 billion.
•The greater Houston area employs more than 49,000 software professionals.
Shipping/Maritime
The Port of Houston is the nation’s largest port in
international tonnage and second in total tonnage.
•The Port brought in $1.3 billion of state/
local taxes and $442 million of customs
revenue, and has a total annual economic impact of $14 billion.
•Total value of foreign trade through the Port is estimated at $114.2 billion annually.
Source: Port of Houston Authority
Electronics
Houston is No. 1 in the country for test and
measurement equipment and environmental
equipment jobs.
•Roughly 350 Houston companies employ
more than 25,000 people in electronics
manufacturing.
Chemicals
Aerospace
Houston’s Johnson Space Center employs 17,000
engineers, scientists and administrative personnel.
•As one of NASA’s largest R&D facilities, its fiscal expenditures totaled $16.2 billion in 2005.
Healthcare
Engineering
Houston holds nearly 41% of the country’s base
petrochemical capacity.
•Approximately 400 Houston-based chemical plants employ more than 33,000 people.
Financial Services
Houston’s Texas Medical Center is the largest in
the world and home to the country’s No. 1 cancer
center and No. 3 rehabilitation center.
•The TMC treats more than 5.5 million
patients annually.
•It has a $15 billion impact on the local economy annually.
•It is Houston’s largest employer, of
approximately 73,600.
Houston is headquarters to several major U.S.
financial corporations.
•More than 78,000 Houstonians are employed by 9,049 area finance, insurance, real estate and banking firms.
Sources: U.S. Census Bureau; Greater Houston Partnership
Source: www.tmc.edu
a city that works
Houston is expected to outperform other U.S. cities in coming years.
Population growth projections for Houston in
coming years show an average annual increase of
1.8%, while employment growth increases 1.5%.
10
Population & employment
Houston, 2000-2030
The Houston metro ranks #2 for employment
growth among the 10 most populous U.S. metros, beating out Los Angeles, Dallas-Fort Worth,
Detroit, Chicago and New York.
Source: U.S. Bureau of Labor Statistics, Metropolitan Area Employment &
Unemployment, March 4, 2009
Houston’s unemployment rate has generally
tracked the rest of the country.
Houston’s unemployment rate
9%
8%
7%
(000,000)
8
6
4
2
0
2000
2005
2010
2015
2020
2025
2030
Population
Population Forecast
Employment
Employment Forecast
Source: The Perryman Group, Spring 2007.
Houston’s gross area product (GAP) is expected
to grow by 3.91% annually, on average from
2005-2030, as our region’s goods and services
gain in value.
Real gross area product
6%
Houston-Sugar Land-Baytown
Consolidated metropolitan statistical area (cmsa)
5%
2005-2030
4%
3%
2%
1%
0%
1/00 1/01
1/02
1/03
1/04
1/05 1/06
HoustonMSA
1/07
1/08 1/09
U.S.
Source: Texas Workforce Commission; U.S. Bureau of Labor Statistics
March 2009
2030
2025
2020
2015
2010
2005
0
100
200
300
400
500
600
Constant ’05 dollars (in billions)
Source: The Perryman Group, Spring 2009
700
800
community matters
Houston is proud of its international status. It is driven by diversity in
terms of both trade and the exchange of ideas and cultures.
Houston offers an internationally competitive
business environment
HOUSTON TX, USA -0.6
Toronto, Canada
% Below U.S. cost
% Above U.S. cost
1.5
Sydney, Australia
2.7
Boston, MA USA
6.7
Paris, France
7.1
Naples, Italy
New York City, NY USA
Yokohoma, Japan
Frankfurt, Germany
London, United Kingdom
Sources: KPMG’s Guide to International Business Location
Houston continually ranks
2rd among top U.S. metros in
number of foreign consulates,
with 86.
Sources: Business Houston – Gateway to Global
Markets 2007 and Houston International Protocol
Alliance, March 2007
City
Consular Offices  
8.5
9.2
14.8
21.1
29.3
New York
Houston
Los Angeles
Chicago
San Francisco
Miami
Atlanta
Dallas
Houston metro ranks 3rd in the number of Fortune 500 headquarters —
with 26 — behind only New York and Chicago and ahead of Dallas-Fort Worth.
• Of the world’s 100 largest non-U.S.-based companies, more than half have
corporate operations in Houston.
Source: Greater Houston Partnership.
107
86
85
72
71
56
53
30
the heart of diversity
One of the most ethnically rich U.S. cities, Houston’s diversity
grows nearly twice as fast as the nation’s overall.
White
79%
The Houston Metro population
Hispanic*
African-American
16%
is expected to exceed 6.9 million by 2025.
Asian/Other
29%
3%
4.72
5.12
5.55
6.00
6.45
6.93
Houston’s diverse demographics
Source: Demographics USA 2008, Houston DMA
*Percentages total more than 100 because Hispanics can be of any race.
2000 2005 2010 2015 2020 2025
Populations are shown in 000,000.
Source: Texas State Data Center
Houston’s population is ever-evolving.
Houston Metro 10-year growth projection*
Components of population change
Houston-Sugar Land-Baytown MSA
% of total Houston population growth
90,000
Houston’s Hispanic community leads the way in contribution to the population growth.
80,000
70,000
Hispanic 75%
60,000
50,000
African-American 12%
40,000
30,000
Other 12%
20,000
10,000
0
2004
2005
2006
2007
2008
Migration
Sources: U.S. Bureau International
of the Census, March
2009.
Domestic Migration
Natural Increase
Anglo 2%
Source: Texas State Data Center Projections, percentage of total Houston
population growth. * Percentages total more than 100 due to rounding.
Houston: people profiles
Houston residents with varied backgrounds and interests share this: they are active, engaged consumers.
3rd largest Hispanic
population among U.S.
cities
• Median HHI of $41,255
• Children in household
• Homeowners
• Employed in blue-collar
occupations
• $171 billion in consumer
buying power
• Median age: 33.7 years
• Ranks in the Top 10 best
cities for Hispanics
The Average Houstonian:
a full-time white-collar
employee
• Married
• Homeowner
• High school graduate
with some college
• Younger on average than
residents of other U.S.
metro areas
Sources: 2008 Scarborough Report, Houston DMA Adults; Demographics USA 2008;
Selig Center for Economic Growth
11th in U.S. AsianAmerican populations;
1st in Texas
• Married with children
• College-educated
• Employed in white-collar
occupations
buying power in Texas
• Median age: 37 years
• 3% of Houston DMA
population
Eighth in the nation in
African-American
population; 1st in Texas
• Married with children
• High school graduate
• Homeowner
• White-collar occupations
buying power in Texas
• 16% of Houston DMA
population
Sources: 2008 Scarborough Report, Houston DMA Adults; Demographics USA 2008;
Selig Center for Economic Growth
ready.
Are you ready for Chronicle readers and Chron.com users? These prime consumers are married,
educated, employed in white-collar occupations and homeowners. They have a median HHI of
$76K and are age 47+.
Daily Chronicle
Total Pop.
Total %
Target Pop.
Target %
Sunday Chronicle Index
Target Pop.
Target %
Integrated Audience*
Index Target Pop.
Houston DMA
4,389,828
100
1,197,736
100
100
1,726,367
100
Gender
Men
2,181,220
49.7
642.456
53.6
108
829,676
48.1
Women
2,208,608
50.3
555,280
46.4
92
896,691
51.9
Age Range
18 - 24
586,746
13.4
87,558
7.3
55
165,298
9.6
25 - 34
884,335
20.1
125,408
10.5
52
227,004
13.1
35 - 44
893,575
20.4
197,548
16.5
81
311,409
18
45 - 54
865,884
19.7
264,079
22
112
355,380
20.6
55 - 64
613,920
14
249,575
20.8
149
334,340
19.4
65+
545,368
12.4
273,568
22.8
184
332,936
19.3
Race/Ethnicity
White
2,284,047
52
797,441
66.6
128
1,105,318
64
Black/African-American
574,538
131
159,956
13.4
102
249,203
14.4
Asian
117,372
2.7
28,465
2.4
89
43,806
2.5
Other
87,942
2
31,614
2.6
132
39,757
2.3
Spanish/Hispanic origin
1,325,929
30.2
180,260
15.1
50
288,283
16.7
Marital Status
Married
2,635,066
60
799,698
66.8
111
1,142,829
66.2
Never Married (Single)
1,128,425
25.7
206,669
17.3
67
315,348
18.3
Widowed
221,627
5
88,870
7.4
147
117,787
6.8
Legally separated
49,965
1.1
10,856
0.9
80
17,095
1
Divorced
354,745
8.1
91,643
7.7
95
133,308
7.7
Level of Education
High school graduate 1,327,397
30.2
292,569
24.4
81
464,214
26.9
100
2,410,117
100
100
97
103
1,211,606
1,198,511
50.3
49.7
101
99
48
63
89
121
143
156
270,642
354,609
482,181
502,642
422,420
377,623
11.2
14.7
20
20.9
17.5
15.7
84
73
98
106
125
126
123
110
95
115
55
1,483,731
332,036
58,218
51.678
484.454
61.6
13.8 2.4
3.1
20.1
118
105
90
107
67
110
71
135
87
96
1,539,718
517,449
133,759
20,793
198,398
63.9
21.5
5.5
0.9
8.2
106
84
110
76
102
89
644,272
26.7
88
Some college 1,239,220
28.2
404,213
33.7
120
574,516
33.3
118
784,583
32.6
115
College graduate
1,157,634
26.4
425,995
35.6
135
587,625
34
129
812,210
33.7
128
Some Post graduate
103,372
2.4
36,522
3
129
54,280
3.1
Household Income
Less than $25,000
583,132
13.3
110,944
9.3
70
148,711
8.6
$25,000 - $34,999
519,114
11.8
79,389
6.6
56
133,017
7.7
$35,000 - $49,999
766,723
17.5
180,651
15.1
86
262,776
15.2
$50,000 - $74,999
707,081
16.1
175,791
14.7
91
276,309
16
$75,000 or more
1,813,778
41.3
650,961
54.3
132
905,554
52.5
134
74,455
3.1
131
65
65
87
99
127
223,935
195,501
380,693
381,455
1,228,533
9.3
8.1
15.8
15.8
51
70
69
90
98
123
(12th grade or GED)
(1-3 years-not Grad or AA/Ass.)
(4 year college)
Sources: 2009 Scarborough Report.
Target % Index
The 2008 Houston Scarborough Report Survey Methodology
Conducted by Scarborough Research Corporation, New York, New York. Respondents: Random sample of adults 18+ residing in telephoned
households (listed and unlisted)
Survey Time Period: Telephone questionnaires
(readership data) September 2007-February 2008
Mail questionnaires (shopping data) September 2007-March 2008
•Newspaper readership data
•Radio listening data
•Demographics
Market area:  DMA
Telephone questionnaires:  3,082
Areas surveyed: Designated Market Area (DMA)
consists of Austin, Brazoria, Calhoun, Chambers, Colorado, Fort Bend,
Galveston, Grimes, Harris, Jackson, Liberty, Matagorda, Montgomery, Polk,
San Jacinto, Trinity, Walker, Waller, Washington and Wharton counties.

Market to Houston`s active, engaged consumers.

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