'Tis better to target with, my dear. As part of our special coverage this week on PR salary trends, we thought it would be interesting to find out some of the incomes among
media consumers.
For (the most-widely circulated) newspapers, radio and cable shows, the majority of consumers fall into the $50,000 to $75,000 bracket. Still, a significant percentage of both
newspaper and radio consumers takes in six figures; a little less so for people who watch cable news. But that should change in the years ahead, as cable news continues to eat
into the time people spend with other media. Overall, radio turns out to have the richest audiences.
| CABLE NEWS | |||||
|---|---|---|---|---|---|
| Household Income | CNBC (M-F) | CNN (M-F) | CNN Headline News (M-F) | FOX News Channel (M-F) | MSNBC (M-F) |
| less than $10,000 |
3.00%
|
3.20%
|
3.30%
|
3.50%
|
2.70%
|
| $10,000 - $19,999 |
4.70%
|
5.20%
|
5.30%
|
5.90%
|
3.90%
|
| $20,000 - $24,999 |
4.20%
|
4.80%
|
4.60%
|
4.90%
|
4.20%
|
| $25,000 - $29,999 |
5.60%
|
6.70%
|
6.30%
|
6.90%
|
5.20%
|
| $30,000 - $34,999 |
5.90%
|
6.20%
|
6.00%
|
6.50%
|
5.50%
|
| $35,000 - $39,999 |
7.90%
|
8.10%
|
8.00%
|
8.20%
|
7.80%
|
| $40,000 - $44,999 |
6.10%
|
6.40%
|
6.50%
|
6.70%
|
6.40%
|
| $45,000 - $49,999 |
7.20%
|
7.50%
|
8.10%
|
7.70%
|
7.50%
|
| $50,000 - $74,999 |
19.70%
|
19.90%
|
20.10%
|
20.60%
|
21.10%
|
| $75,000 - $99,999 |
15.80%
|
15.00%
|
15.10%
|
14.00%
|
15.80%
|
| $100,000 - $149,999 |
12.10%
|
11.00%
|
10.80%
|
9.80%
|
12.40%
|
| $150,000 - $249,999 |
5.40%
|
4.20%
|
4.20%
|
3.70%
|
5.20%
|
| $250,000+ |
2.60%
|
1.90%
|
1.80%
|
1.60%
|
2.20%
|
| Total |
100.20%
|
100.10%
|
100.10%
|
100.00%
|
99.90%
|
| *M-F/Watched Monday through Friday Source: Medialink; data from Scarborough Research, Scarborough USA+, Release 2 2003 |
|||||
| NEWSPAPERS | ||||
|---|---|---|---|---|
| Household income | New York Times (M-F) | USA Today (M-F) | Wall Street Journal (M-F) | NY Times (Sunday) |
| less than $10,000 |
2.20%
|
1.70%
|
2.10%
|
2.50%
|
| $10,000 - $19,999 |
3.00%
|
3.10%
|
2.10%
|
2.80%
|
| $20,000 - $24,999 |
3.00%
|
3.80%
|
2.30%
|
4.20%
|
| $25,000 - $29,999 |
4.60%
|
4.90%
|
3.50%
|
3.70%
|
| $30,000 - $34,999 |
4.80%
|
5.40%
|
3.40%
|
4.40%
|
| $35,000 - $39,999 |
6.00%
|
7.20%
|
5.00%
|
6.90%
|
| $40,000 - $44,999 |
6.10%
|
6.30%
|
4.60%
|
5.70%
|
| $45,000 - $49,999 |
6.10%
|
7.70%
|
6.40%
|
5.60%
|
| $50,000 - $74,999 |
20.20%
|
22.60%
|
18.40%
|
18.20%
|
| $75,000 - $99,999 |
14.50%
|
16.20%
|
18.00%
|
15.30%
|
| $100,000 - $149,999 |
14.60%
|
13.20%
|
17.10%
|
15.50%
|
| $150,000 - $249,999 |
8.20%
|
5.00%
|
9.80%
|
8.60%
|
| $250,000+ |
6.70%
|
2.80%
|
7.40%
|
6.60%
|
| Total |
100.00%
|
99.90%
|
100.10%
|
100.00%
|
| RADIO | ||||
|---|---|---|---|---|
| Household Income | All News | Talk/Personality | News/Talk (Spanish) | Educational |
| less than $10,000 |
1.50%
|
1.70%
|
9.50%
|
1.50%
|
| $10,000 - $19,999 |
2.50%
|
3.10%
|
15.60%
|
4.30%
|
| $20,000 - $24,999 |
3.00%
|
2.30%
|
7.60%
|
4.70%
|
| $25,000 - $29,999 |
3.80%
|
4.30%
|
8.60%
|
3.90%
|
| $30,000 - $34,999 |
4.70%
|
5.10%
|
10.00%
|
4.40%
|
| $35,000 - $39,999 |
7.00%
|
6.60%
|
10.00%
|
8.50%
|
| $40,000 - $44,999 |
6.30%
|
6.40%
|
9.10%
|
6.30%
|
| $45,000 - $49,999 |
4.90%
|
6.30%
|
6.20%
|
7.90%
|
| $50,000 - $74,999 |
19.00%
|
21.80%
|
10.70%
|
21.40%
|
| $75,000 - $99,999 |
17.70%
|
17.80%
|
5.10%
|
15.90%
|
| $100,000 - $149,999 |
16.20%
|
16.00%
|
4.80%
|
13.00%
|
| $150,000 - $249,999 |
9.10%
|
5.40%
|
1.70%
|
5.70%
|
| $250,000+ |
4.40%
|
3.10%
|
1.00%
|
2.40%
|
| Total |
100.10%
|
99.90%
|
99.90%
|
99.90%
|