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Market Potential Summary <br /> Based on the mix of customer demographics and lifestyles,we have knowledge of their media, leisure, and <br /> travel habits from national marketing data. Below are some highlights of this information, although full <br /> information on media, leisure, and travel habits are compiled in Appendix 1. <br /> Media: How to reach your customers <br /> A. Magazine Readership <br /> Expected Expected <br /> #of %of <br /> Product/consumer behavior: Housholds Households MPI <br /> Light magazine reader 9381 16% 79 <br /> Light-medium magazine reader 11665 20% 100 <br /> Medium magazine reader 12621 22% 109 <br /> Medium-heavy magazine reader 12589 22% 108 <br /> Heavy magazine reader 12093 21% 104 <br /> Read airline magazines 4498 8% 142 <br /> Read travel magazines 6349 11% 119 <br /> Read business/finance magazines 12627 22% 125 <br /> B. Newspaper Readership <br /> Heavy newspaper reader 12924 22% 113 <br /> Read any daily newspaper 30084 52% 107 <br /> Read two or more daily newspapers 6425 11% 110 <br /> Read any Sunday newspaper 37059 64% 109 <br /> Read one Sunday newspaper 31771 54% 109 <br /> Read newspaper: business/finance section 20627 35% 119 <br /> Read newspaper: home/furnishings/gardening section 13913 24% 116 <br /> Read newspaper: science&technology section 11704 20% 116 <br /> Read newspaper: travel section 13456 23% 120 <br /> C. Radio Listenership <br /> Light radio listener 10321 18% 88 <br /> Light-medium radio listener 12683 22% 110 <br /> Medium radio listener 12735 22% 110 <br /> Medium-heavy radio listener 11798 20% 101 <br /> Heavy radio listener 10811 19% 93 <br /> Radio format listen to: sports 3294 6% 131 <br /> Radio format listen to: news/talk 8955 15% 133 <br /> Radio format listen to: public 2180 4% 126 <br /> Radio format listen to: alternative 7154 12% 127 <br /> Radio format listen to: classic hits 3249 6% 124 <br /> Data Note: An MPI (Market Potential Index measures the relative likelihood of the household in the specified <br /> trade area to exhibit certain consumer behavior purchasing patterns compared to the US average. An MPI of <br /> `. 100 represents the US average. <br /> Page 16 <br />