Houston Chronicle Readership

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Houston Chronicle Readership
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The Houston Chronicle is one of the 10 largest
newspapersin the nation
7th largest Daily newspaper in the U.S.
Were the largest Daily newspaper In the State of
Texas.
9th largest Sunday newspaper in the U.S.
Source Audit Bureau of Circulations, FAS FAX
Report for September 30, 2003
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The Chronicle has the 2nd highest Daily and
Sunday-issue readership penetration in the nation
among the nations top DMAs
Source Top DMAs ranked by adult DMA population
with corresponding readership penetration as
reported by the 2003 Scarborough Report
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On any given day, The Chronicle is read by over
1.2 Million Readers
Base 3,716,880 Adults Source 2003 Scarborough
Report, Houston DMA
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Chronicle readersare a prime consumer market

• Male Female
• Married w/ Children
• College-educated
• Have median HHI of 50K
• Homeowners
• Employed in white-collar occupations

Base 2003 Houston DMA Scarborough Report
3,586,670 Target Daily - 1,235,930 Sunday -
1,738,055
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Reader Behavior Scores

• Reader Behavior Scores were developed through the
  analysis conducted by Northwestern Universitys
  Readership Institute to help newspapers
• Identify and prioritize readership improvement
  opportunities
• See the best direction for developing content and
  marketing strategies from these opportunities
• RBS scores are an average of all survey
  respondents individual RBS scores
• Calculated on a scale from 1 to 7
• Measure of frequency, time spent and completeness
  of reading

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The Chronicles Reader Behavior Scores (RBS) are
in Line with the Industry as a Whole and Slightly
Above that of Other Large Papers
Chronicle RBS Data Source 2003 Houston
Scarborough Report Industry and 200K
Circulation newspaper RBS survey was conducted
via telephone 2002 by the Readership Institute.
The Scarborough Report methodology is phone with
a re-contact by mail.
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Reader Behavior Score (RBS) Tracking By Audience
Segment Points To Opportunities for Readership
Growth
Source 2003 Scarborough Report Houston PMSA
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One Chronicle Ad Reaches More Than 10 Primetime
Network TV Spots
Reach Based on 10 Primetime network TV spots 1
insertion in the Daily Houston Chronicle 1
insertion in the Sunday Houston Chronicle
(CBS)
(ABC)
(NBC)
(FOX)
Base 3,716,880 Adults Source 2003 Scarborough
Report, Houston DMA
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One Chronicle Ad Reaches More Than 10 Drive-time
Radio Spots
Reach Based on 10 morning drive radio spots 1
insertion in the Daily Houston Chronicle 1
insertion in the Sunday Houston Chronicle
Base 3,716,880 Adults Source 2003 Scarborough
Report, Houston DMA
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The Houston Chronicle Reaches More Houston
Hispanics on Average Than Any Local Spanish
Language Media
Total Hispanic Adults 968,690 Sunday
Chronicle 304,260 Readers Daily Chronicle
186,235 Readers KXLN TV 93,108
Viewers La Voz de Houston 77,000 Readers KLTN
FM 68,789 Listeners El Dia 22,800
Readers KOVE FM 19,363 Listeners
KTMD TV 15,966 Viewers KQQK FM
7,725 Listeners

• Comparison of the Average Daily and Sunday
  Chronicle Readership, Average Spanish Language
  Newspaper Readership, Average ½ Hour Primetime
  Viewership/ Morning Drive Listenership of Spanish
  Language Media

Source 2003 Houston Scarborough Report, Houston
DMA
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1 Ad in The Chronicle is More Effective at
Reaching Hispanics than 5 Primetime TV Spots, 10
Morning Drive Spots or Ads in Spanish Language
Print Publications
All Hispanics
English Dominant Hispanics
Spanish Dominant Hispanics
Reach Based on 1 Insertion Daily Chronicle 1
Insertion Sunday Chronicle 1 Insertion Each
Spanish Language Newspaper 5 Primetime Television
Spots (each station) 10 Morning Drive Radio Spots
(each station)
(Univision)
(Liberman)
(Hispanic Broadcasting Corp.)
(Hispanic Broadcasting Corp.)
(Telemundo)
Source 2003 Houston Scarborough Report,
986,690 Hispanics, 640,785 ED Hispanics,
341,320 SD Hispanics Houston DMA