Alternative newsweekly readers are trend-setters and trend-spreaders.
According to a study conducted in Spring 2004 by NOP World [Roper], roughly 56% of alternative newsweekly readers are Influentials -- the 10% of the population that tells the other 90% where to shop and dine, how to vote, and, most importantly, how to spend their discretionary time and income.
An executive summary of the Influentials study illustrates that alternative newsweekly Influentials consume and recommend cultural activities (film, music, books, travel, live music, theater and fine art) at a far higher rate than the general public.
In addition to their outsized influence in matters of culture, alternative newsweekly readers are also young, active and independent. Here are the numbers:
Alt-Weekly Demographics*
- Male >> 52%
- Female >> 48%
- Not Married >> 50%
- 18-34 yrs >> 35%
- 18-49 yrs >> 68%
- 25-49 yrs >> 55%
- Avg HH Income >> $69,148
- Attended College or College Graduate >> 68%
*Source: 123-newspaper, 71-market Media Audit study (September 2006)
