Modesto Bee readership/demographic study information

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With the Bee your advertising message reaches HALF of all the adults in southern San Joaquin and Stanislaus counties!

While knowing the circulation of a newspaper is important, even more important is who is reading. In May 2001, we conducted a readership survey audited by the Audit Bureau of Circulations to verify exactly how many readers we have and what they look like in terms of age, gender, occupation, income etc. Below is a detailed demographic profile of Modesto Bee daily and Sunday readers.

Download The Modesto Bee's demographic results (the chart below) in PDF format.

	Total Adults Total Market	% Market	% Total Daily Readers	% Reach	% Sunday Total Readers	% Reach
Adults in market	374,700	100%	100.0%	48%	100%	52%
Gender
Men	183,300	49%	47%	47%	48%	51%
Women	191,500	51%	53%	50%	52%	53%
Age
18-24	72,800	19%	15%	37%	17%	46%
25-34	66,200	18%	16%	45%	14%	41%
35-44	82,400	22%	18%	40%	18%	42%
45-49	34,800	9%	9%	48%	9%	52%
50-54	32,700	9%	10%	55%	11%	66%
55-64	36,700	10%	14%	67%	14%	76%
65 or older	45,100	12%	16%	65%	15%	65%
Income
Under $20,000	47,000	13%	15%	58%	11%	46%
$20-$24,999	27,500	7%	5%	31%	5%	34%
$25-$29,999	20,100	5%	6%	53%	7%	70%
$30-$34,999	22,600	6%	7%	52%	5%	46%
$35-$49,999	96,800	26%	24%	44%	28%	56%
$50-$74,999	81,400	22%	23%	51%	22%	54%
$75-$99,999	40,500	11%	10%	45%	9%	44%
$100-$149,999	22,500	6%	8%	62%	9%	79%
$150,000 and over	16,400	4%	4%	40%	3%	32%
Household
Home owners	251,500	67%	70%	51%	75%	58%
Home renters	109,300	29%	26%	43%	21%	38%
Children in household	267,100	71%	64%	43%	58%	42%
College-educated	223,800	60%	65%	51%	67%	58%
Married	232,000	62%	65%	51%	64%	54%
Occupation
Managerial/professional	50,200	13%	15%	56%	17%	67%
Technical	20,500	5%	6%	55%	6%	54%
Administrative/clerical	30,200	8%	5%	28%	7%	42%
Sales	13,300	4%	4%	54%	4%	56%
Service workers	53,600	14%	13%	44%	14%	51%
Non-farm laborers	46,800	13%	7%	29%	11%	47%
Other	3,400	1%	2%	86%	0%	0%
Working Women
Full-time	175,600	47%	20%	20%	21%	23%
Part-time	59,800	16%	9%	26%	9%	31%
Ethnicity
White	281,800	75%	78%	50%	76%	53%
Black	9,200	2%	3%	59%	3%	59%
Asian/Pacific Islander	12,600	3%	2%	36%	3%	48%
Other	71,100	19%	17%	42%	36%	49%
Hispanic	112,800	30%	25%	40%	49%	42%
* Total Market = Stanislaus and So. San Joaquin Counties. Source: ABC Reader Profile Audit, June 2001

Stanislaus County Profile

Stanislaus County is located in the heart of the Central Valley with San Francisco, Sacramento, Yosemite and Santa Cruz all less than 2 hours away. It has a rich agricultural heritage and a diverse population. Over the last 12 years the county's population has grown 24% and it is expected to grow an additional 6% over the next five years. The housing market in the county has been exceptionally healthy. Over the past 5 years housing values have increased 60%.

Population
Total: 506,378 Percent Growth 1990 - 2002: 21% Projected growth 2004 - 2009: 14%
Households
Households: 162,035 Percent Growth 1990 - 2000: 16% Projected growth 2004 - 2009: 12%
Income
Household Median Income: $43,318 $0 - 15,000: 15% $15 - 24,999: 13% $25 - 34,999: 12% $35 - 49,999: 16% $50 - 74,999: 20% $75,000 +: 22%
Marital Status
Married: 51% Never Married: 25% Divorced: 6%
Age
Median Age: 32
Ethnicity
White: 69% Black: 3% American Indian/Eskimo: 1% Asian/Pacific Islander: 5% Hispanic: 38%
Educational Attainment
Grades K-8: 14% Grades 9-12: 16% High School Graduate: 26% Some college, no degree: 24% Associates Degree: 7% Bachelor's Degree: 10% Graduate Degree: 4%
Source: 2004 Applied Geographic Solutions, Inc.