• by Joe Mandese  @mp_joemandese, November 4, 2004

In a move timed to influence print planning and buying decisions during the fall budgeting cycle, multicultural newspaper sales rep Ethnic Media Group today released findings of an extensive study of African American newspaper readers conducted by The Media Audit. The report, intended to be the first in an annual series, is based on phone surveys with 8,993 African American newspaper readers in 55 U.S. markets.

Among the report's top-line conclusions, are:

* More than 60 percent of African American newspaper readers are female.
* More than 61 percent fall in the 25-54 demographic.
* Roughly 50 percent are in the 25-49 break.
* Nearly 60 percent are homeowners, while 25 percent plan to buy homes in the next two years.

The study also details explicit product usage patterns among African American newspaper readers, reflecting such categories as food and beverages, automotive, travel and retail.

"The average weekly supermarket expenditures are astounding," said Trevor Hansen, group vice president of Ethnic Print Media Group. "The plan-to-buy data is also very valuable. For example, we know how many African American newspaper readers plan to purchase consumer electronics, furniture and contact lenses. We know which stores they favor, how often they shop for jewelry, sporting goods and hardware. And we now have proof that our audience frequents clothing and drug stores."