The
Dubuque Advertiser, Dubuque IA
MFCP 2001 READERSHIP STUDY
| The
Circulation Verification Council interviewed 388 residents in the
primary market areas indicated in the Dubuque Advertiser's CVC audit
report. The purpose was to identify the number of residents who
indicate they receive the publication on a regular basis, identify
the number of residents who read or look through the publication,
and gather readership study information useful for advertising purchase
decisions. The verification and readership study took place from
Monday November 24, 2003 through Friday March 26, 2004 between the
hours of 5:30 PM and 8:30 PM, and 10:00 AM to 2:00 PM. Over a nine-day
calling period, 613 calls were placed and 388 residents were interviewed.
All respondents identified themselves as 18 or older. Survey totals
may not equal 100% due to rounding. The Circulation Verification
Council estimates that all the information in this text box has
a minimum accuracy level of +/-2.5%. |
1.
The Dubuque Advertiser is distributed every week in your area. Does
your household regularly receive the Dubuque Advertiser?
|
YES
|
375
|
96.6%
|
|
NO
|
13
|
03.5%
|
2.
Do you or someone in your household regularly read or look through The
Dubuque Advertiser?
|
YES
|
281
|
74.9%
|
|
NO
|
94
|
25.1%
|
3.
Do you frequently purchase products or services from ads seen in The
Dubuque Advertiser?
|
YES
|
225
|
80.1%
|
|
NO
|
56
|
19.9%
|
4.
What category best describes your combined annual household income for
last year?
Advertiser
Demographics
|
Market
Demographics |
|
|
18%
|
29%
|
Under
$25,000 |
|
39%
|
32%
|
$25,000 - $49,999 |
|
23%
|
17%
|
$50,000 - $74,999 |
|
15%
|
10%
|
$75,000 - $99,000 |
|
05%
|
13%
|
Over
$100,000 |
5.
Please select the category that best describes your age.
Advertiser
Demographics
|
Market
Demographics |
|
| 05% |
13% |
18-24 |
| 22% |
15% |
25-34 |
| 24% |
21% |
35-44 |
| 20% |
20% |
45-54 |
| 29% |
32% |
55 years or older |
6.
Which of the following purchases are you planning during the next twelve
months? (% = positive respondents)
|
24%
|
Automobiles |
|
24%
|
Antiques
/ Auctions |
|
48%
|
Furniture
/ Home Furnishings |
|
30%
|
Major
Home Appliance |
|
15%
|
Home
Computer |
|
45%
|
Home
Improvement / supplies |
|
31%
|
Television
/ Electronics |
|
17%
|
Carpet
/ Flooring |
|
62%
|
Automobile
Accessories (tires, brakes & service) |
|
82%
|
Dining
& Entertainment |
|
29%
|
Farm
Agricultural Supplies |
|
50%
|
Lawn
& Garden |
|
31%
|
Florist
/ Gift Shops |
|
40%
|
Home
Heating / Air Conditioning (service, new equipment) |
|
66%
|
Vacations |
|
07%
|
Real
Estate |
7.
Do you or someone in your household plan to use any of the following
services during the next 12 months?
(% = positive respondents)
|
80%
|
Beauty
Salon / Barber Shop |
|
20%
|
Child
care |
|
15%
|
Education
/ Classes |
|
75%
|
Dentist |
|
14%
|
Attorney |
|
75%
|
Pediatrician |
|
23%
|
Veterinarian |
|
15%
|
Chiropractor |
|
41%
|
Optometrist
/ Ophthalmologist |
|
02%
|
Laser
Vision Correction |
|
25%
|
Financial
Planner (Retirement, Investing) |
|
33%
|
Tax
Advisor / Services |
|
17%
|
Health
Club / Exercise Class |
|
25%
|
Cleaning
Services (Carpet Cleaning, Air Duct Cleaning, Home
Cleaning) |
|
20%
|
Weight
Loss |
|
22%
|
Lawn
Care Service (Maintenance & Landscaping) |
|
41%
|
Legal
Gambling Entertainment (Riverboats, Casinos, Racetracks,
Bingo) |
|
49%
|
Pharmacist
/ Prescription Service
|
|
01%
|
Hearing
Aid Specialist
|
8.
Some stores use separate flyers or inserts to advertise specials and
sales. How often would you read or look at inserts in The Dubuque Advertiser?
|
16%
|
Always |
|
39%
|
Sometimes |
|
24%
|
Seldom |
|
21%
|
Never |
9.
Are you male or female? (Voice recognition)
|
41%
|
Male
Readers |
|
59%
|
Female
Readers |
Publication
Audit & Marketing Services
P.O. Box 31523
St. Louis, MO 63131
(800) 262-6392
www.cvcaudit.com
(314) 822-0666
FAX
