• by February 1, 2001

Enough about dot-com layoffs. How about some media use data? About a month ago, Interep released data on core users of the major media and I thought you might be interested.

As Michele Skettino, VP of Marketing Communications at Interep, said, "Since the introduction of the Internet and various other media options, it is important that we continue to track who is using each medium, and to what degree."

Not surprisingly, radio and online continue to dominate among the 18 to 44 audience. Interep's "Profiles on the Core Users of the Major Media," says online media shows its highest concentration of heavy users in the 25-54 age range.

Notably, all media, including online, now show a balanced gender skew among heavy users, but working women show the highest heavy usage indices for online services, magazines and radio.

The report shows that adults 18-24 are 27% more likely to be heavy users of radio than the average adult, adults 25-34 are 16% more likely, and adults 35-44 10% more likely.

Interep found that television's highest concentration of heavy users is among adults 55+, while newspapers' is among Adults 45+. Heavy newspaper readers are most concentrated in the Northeast, while heavy online users index highest in the West.

African-Americans are more likely than the average adult to be heavy users of radio, television, cable and magazines, while Hispanics only show above-average usage levels for radio.