When San Antonians need to get away from the daily grind to enjoy a little rest and relaxation, the Express-News Travel
section is the ideal source to help them plan their trip. The Travel section delivers readers who are more likely to be
homeowners with higher household incomes compared to the overall San Antonio market. Travel readers are comparatively better educated.
| Travel Section Readers | |||
| MSA | Sunday Readers | ||
| Adults % | % | Index | |
| Gender | |||
| Male | 48 | 39 | 81 |
| Female | 52 | 61 | 117 |
| Age | |||
| 18-24 | 14 | 6 | 43 |
| 25-34 | 20 | 14 | 70 |
| 35-44 | 20 | 19 | 95 |
| 45-54 | 19 | 23 | 121 |
| 55-64 | 13 | 20 | 154 |
| 65 or older | 15 | 18 | 120 |
| Education | |||
| High School or less | 34 | 27 | 79 |
| Some college | 34 | 35 | 103 |
| College or more | 32 | 38 | 119 |
| Household Income | |||
| Less then $25,000 | 19 | 8 | 42 |
| $25,000-$34,999 | 18 | 14 | 78 |
| $35,000-49,999 | 20 | 24 | 120 |
| $50,000-74,999 | 18 | 25 | 139 |
| $75,000 or more | 25 | 29 | 116 |
| Ethnicity | |||
| Hispanic | 47 | 43 | 91 |
| Non-Hispanic | 53 | 57 | 108 |
| Dwelling | |||
| Homeowner | 67 | 78 | 116 |
| Renter | 23 | 14 | 61 |
| Source: MORI Research, 2005 | |||
Due to rounding not all categories will add to 100%
*The index is a number that relates the percentage of a target group to the overall population base.
Using Gender as an illustration, an index equal to 100 indicates the percentage of readers who are male, for example, is the same as the percentage for the overall population.
An index greater than 100 indicates there is a higher percentage of readers who are male compared to the overall population, while an index less than 100 indicates there is a lower percentage of readers who are male compared to the overall population.