Consumers with higher incomes are heavier users of newspapers than radio
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Consumers with higher incomes are heavier users of newspapers than radio. Top Quintile Index*. *Top Quintiles. Quintile refers to an audience divided into five equal groups ranging from the heaviest to lightest media usage levels.

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Consumers with higher incomes are heavier users of newspapers than radio

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Consumers with higher incomes are heavier users of newspapers than radio

Top Quintile Index*

*Top Quintiles.

Quintile refers to an audience divided into five equal groups ranging from the heaviest to lightest media usage levels.

Index is a number expressed as the percentage above or below the base. The base (total adults) has an index of 100.

Source: Mediamark Research Inc. 2002.


Higher-educated consumers are advertisers’ best customers and use newspaper more heavily than radio

Top Quintile Index*

*Top Quintiles.

Quintile refers to an audience divided into five equal groups ranging from the heaviest to lightest media usage levels.

Index is a number expressed as the percentage above or below the base. The base (total adults) has an index of 100.

Source: Mediamark Research Inc. 2002.


Consumers living in higher-valued homes are heavier users of newspaper than radio

Top Quintile Index*

*Top Quintiles.

Quintile refers to an audience divided into five equal groups ranging from the heaviest to lightest media usage levels.

Index is a number expressed as the percentage above or below the base. The base (total adults) has an index of 100.

Source: Mediamark Research Inc. 2002.


Adults with more job responsibility are heavier users of newspaper than radio

Top Quintile Index*

*Top Quintiles.

Quintile refers to an audience divided into five equal groups ranging from the heaviest to lightest media usage levels.

Index is a number expressed as the percentage above or below the base. The base (total adults) has an index of 100.

Source: Mediamark Research Inc. 2002.


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