August 25, 2006

Growth of Alternative Weekly Readers Who Have Children

Total Market Households Alt Weekly- Reading Households
1995 42.4 35.4
1996 41.9 38.1
1997 44.7 39
1998 44.8 40.2
1999 44.2 40.2
2001 41.2 37.5
2002 41.1 37
2003 41.5 38.1
2004 43.7 40
2005 43.6 41.3
2006 44 42.5

The percentage of alternative-weekly-reading households with "children at home" is growing in real terms and in relation to the number of other market households that have children.