Let’s try something a little different this time. Just the facts! The only editorial being that while these may not all be as current as you may have in pieces, the relationships and relative changes are interesting. More details, in addition to the Statistical Abstract, may be viewed at http://www.deepcanyon.com/newsletter/fr20631 Have fun with them…. Projected Media Use to 2002 Data is in number of hours annually using rating information, survey research & consumer purchase data 2000

There are several reasons to woo seniors (55+), or almost seniors (50+), but two of them are that there are lots of them (76 million) and one American turns 50 every 6 seconds! Several new studies and releases point to opportunities in the adult market. The Harris Poll, in a study released on August 11th of this year, referenced their identified “Cyberchondriac” market (adult Americans seeking health care information online) as having grown from 54 million in 1988 to 98 million by June of 2000. The report shows that 56% of adults are now online (114 million people). All …

Newspaper Stuff In contrast to the generation Y outlook yesterday, retirees make up almost 1/4 of regular newspaper readers, although they are only 16% of the population. A recently reviewed poll by Editor and Publisher/TIPP reveals some interesting newspaper stats. For instance, more than half the population reads a newspaper between 5 and 7 days a week, and 4 out of 5 of them read it every day. And of the regular readers, 60% are 45 or older… higher than their share of the population. Regular readers invest more than the general population, with 58% investing $10,000 …

Cahners Advertising Research, Beta Research Corporation and The Carr Reports completed a readership study in the last month, and the data should be interesting to those promoting to business decision makers. The number of surveys mailed, the number of respondents and the methodology described, though distributed by a biased source, indicate professional surveys completed in a fair and unbiased manner. Here are some results that may be useful in considering media strategies: 1. How frequently do readers look at trade ads compared to 5 years ago? Much more frequently 51% About the same 43 Less 6 …

The Generation Y group ( ages 8-24 ), representing 24% (65.4 million) of the US population, is spending $164 billion per year online according to a study by Harris Interactive in July 2000. The online spending among 18-24 year olds is 13% of their spending dollars, and 4 times the rate of e-commerce spending of all adults! A fertile marketplace. Gender spending varies, however, by type of purchase and age of group. For instance: Purchases by Purchases by Males Females 13-24 age group clothing 52% 75% shoes 23 40 camera film 18 36 computer …

A common misconception among retailers and manufacturers is being challenged by a new study reporting that millionaires are more likely to surf and buy on the Internet than other consumer groups. "Our research uncovered four oft-cited misconceptions about affluent consumers," says Ekaterina O. Walsh, Ph.D., analyst at Forrester Research Inc., "that they don't like technology, don't go online, don't shop online, and don't use the Net to manage their finances." According to the first Report in the Technographics(r) Affluent Lens (www.forrester.com), North Americans with investable assets of over $1 million use the Internet to research and buy everything …

Advertising is now the number one business-to-business marketing tool with the nation's $100 million companies, beating out sales promotions and trade shows in company spending. The Outfront II Marketing Research Study, conducted by Erdos and Morgan of New York, reported that $73 billion for b-to-b marcomm were spent as follows: - 24.2% advertising;- 18.7% sales promotions;- 17.3% trade shows;- 10.9% sales force management;- 7.8% direct marketing;- 5.8% online;- 4.2% market research;- 3.8% other;- 3.7% premium incentives;- 3.5% public relations; Manufacturers invested the most, 45% of all b-to-b marcomm spending, or $33 billion. The trade press received almost 33% of all …

This Research Brief is the first daily column from the Center For Media Research. We plan to give you information you can use every day. Nuts and bolts articles and summaries. Unbiased and accurate. We sweep the internet, we sweep the field, we sweep the markets and the research studies so you don't have to.

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In discussions with media buyers …