Demographics
(The Media Audit, Summer 1999)

Median Age: 38

18-49 75%

18-34 44%

Male 53%

Female 47%

Educated

Attended College 84%

Graduated College 50%

Upscale

Average Income $64,000

Households earning $50k + 51%

White Collar Employment 67%

Professional/Technical/Managerial 51%

Own a Home 59%

Plan to Purchase next 12 months (Index)*

Car 194

Personal Computer/Equipment 182

Books--five plus 126

Glasses/Contact Lens 133

Stereo/Tapes or CD Playe 135

Major Household Appliance 141

Past 4 weeks Index

Shopped Sporting Goods Stores 155

Shopped Jewelry Stores 155

Frequent Users/Buyers Index

Internet 133

Movie Theater 131

Sit-Down Restaurant 4 plus times 186

Domestic Air Travel 6+ Times Past Year 119

The above information is from The Media Audit Summer, 1999.

*The index compares Fort Worth Weekly readers to the DFW area. An index of 125 means readers are 25% more likely to purchase, attend, ect. than the market average.