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Expected Expected <br /> Number of Percent of <br /> Product/Consumer Behavior Households Households MPI <br /> Read Epicurean magazines 3640 6% 122 <br /> Read fishing/hunting magazines 7214 12% 95 <br /> Read gardening magazines 2792 5% 101 <br /> Read general editorial magazines 28975 50% 103 <br /> Read health magazines 7769 13% 105 <br /> Read home service magazines 22322 38% 110 <br /> Read motorcycle magazines 2144 4% 100 <br /> Read music magazines 6369 11% 89 <br /> Read news-weekly magazines 26451 45% 106 <br /> Read parenthood magazines 8423 14% 100 <br /> Read science/technology magazines 4347 7% 110 <br /> Read sports magazines 10031 17% 113 <br /> Read travel magazines 6349 11% 119 <br /> Read women's fashion magazines 3811 7% 103 <br /> Light newspaper reader 9826 17% 82 <br /> Light-medium newspaper reader 12089 21% 103 <br /> Medium newspaper reader 11253 19% 96 <br /> Medium-heavy newspaper reader 12258 21% 107 <br /> Heavy newspaper reader 12924 22% 113 <br /> Read any daily newspaper 30084 52% 107 <br /> Read one daily newspaper 23660 41% 106 <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 two or more Sunday newspapers 5298 9% 108 <br /> Read newspaper: business/finance section 20627 35% 119 <br /> Read newspaper: classified section 20038 34% 98 <br /> Read newspaper: comics section 18017 31% 104 <br /> Read newspaper: editorial page section 19737 34% 108 <br /> Read newspaper:fashion section 9252 16% 109 <br /> Read newspaper:food/cooking section 16073 28% 108 <br /> Read newspaper: general news section 36645 63% 107 <br /> Read newspaper: home/furnishings/gardening section 13913 24% 116 <br /> Read newspaper: movie listings/reviews section 17087 29% 112 <br /> Read newspaper: science&technology section 11704 20% 116 <br /> Read newspaper: sports section 21638 37% 109 <br /> Read newspaper: travel section 13456 23% 120 <br /> Read newspaper: 7V/radio listings section 14833 25% 104 <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: adult contemporary 12274 21% 117 <br /> Radio format listen to: all news 3536 6% 108 <br /> Page 21 <br />