San Antonio Express-News: Advertising: Advertising Opportunities

The Views section, published every Sunday, offers thought-provoking articles, witty opinions, editorial comments and reader viewpoints. Compared to the San Antonio market, Views readers are more likely to be age 45 and older, with high levels of education and household incomes.

Views Section Readers
	MSA	Daily Readers		Sunday Reader
	Adults %	%	Index	%	Index
Gender
Male	48	43	90	42	88
Female	52	57	110	58	112
Age
18-24	14	7	50	6	43
25-34	20	9	45	10	50
35-44	20	16	80	21	105
45-54	19	19	100	21	111
55-64	13	21	162	18	138
65 or older	15	28	187	25	167
Education
High School or less	34	28	82	30	88
Some college	34	37	109	32	94
College or more	32	35	109	38	119
Household Income
Less then $25,000	19	13	68	12	63
$25,000-$34,999	18	18	100	18	100
$35,000-49,999	20	21	105	19	95
$50,000-74,999	18	23	128	21	117
$75,000 or more	25	26	104	31	124
Ethnicity
Hispanic	47	41	87	40	85
Non-Hispanic	53	59	111	60	113
Dwelling
Homeowner	67	80	119	77	115
Renter	23	16	70	16	70
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.

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