Advertising Demographics – Personal Demographics

Buyer Activity: 42% of MBJ subscribers plan to buy or lease a new automobile and invest in many other consumer goods in the next year.

Clothing 81%
Furniture 50%
Insurance 50%
Landscaping 44%
Automobiles 42%
Financial Services (loans, mortgages) 29%
Jewelry 28%
Cleaning Services 22%
Stereo Equipment 19%

Personal Investments: 93% of MBJ subscribers are homeowners; 42% hold other real estate investments; 61% hold stock/bond investments.

Home 93%
IRA / Keogh Accounts 55%
Stocks / Bonds 61%
Mutual Funds 67%
Certificates of Deposit 32%
Real Estate other than home 60%
Insurance-Related Investments 41%
Annuities 24%
Joint Ventures, Limited Partnerhsips 21%
Other 4%

Education: 75.7% of MBJ subscribers are college graduates.

Doctoral Degree 9.4%
Masters Degree 18.8%
Post Graduate Study 9%
College Graduate 38.4%
Some College 19.2%
High School or Less 5.1%

Living Well: 74.8% of MBJ subscribers own a home in the $100,000+ price range.

Under $100,000 25.2%
$100,000 – $200,000 50.1%
$200,000 – $300,000 18.6%
$300,000 – $400,000 4.5%
Over $400,000 1.5%

Active Age Group: 65.5% of MBJ subscribers are 25-54.

Under 25 1.6%
25 – 34 12.1%
35 – 44 19.5%
45 – 54 33.9%
55 – 64 24.1%
65 and over 8.9%
Male 72.5%
Female 27.5%

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