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With the latest industry news, informative columns and everything from sports cars to pickup trucks, the Drive section shifts our readers into high gear. This section offers a strong male audience surpassing the San Antonio market average. The Drive section is popular with consumers of diverse household incomes.
Drive Section Readers
  MSA Friday Readers Saturday Readers Sunday Readers
  Adults % % Index % Index % Index
Gender
Male 48 67 140 63 131 61 127
Female 52 33 63 37 71 39 75
Age
18-24 14 8 57 8 57 21 150
25-34 20 19 95 22 110 20 100
35-44 20 19 95 22 110 25 125
45-54 19 24 126 22 116 15 79
55-64 13 12 92 11 85 8 62
65 or older 15 18 120 16 107 11 73
Education
High School or less 34 30 88 33 97 36 106
Some college 34 38 112 36 106 39 115
College or more 32 32 100 31 97 26 81
Household Income
Less then $25,000 19 20 105 17 89 18 95
$25,000-$34,999 18 16 89 19 106 21 117
$35,000-49,999 20 13 65 18 90 20 100
$50,000-74,999 18 23 128 21 117 15 83
$75,000 or more 25 28 112 25 100 27 108
Ethnicity
Hispanic 47 43 91 47 100 54 115
Non-Hispanic 53 57 108 53 100 46 87
Dwelling
Homeowner 67 79 118 79 118 61 91
Renter 23 10 43 13 57 23 100
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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