Profiling for my Audience

MRI Fall 2010 Rolling Stones Profile Audience I’ve analyses this particular magazine website as it’s similar to what I’m intending to produce. Rolling Stone goes beyond just taking the pulse of youth culture. Rolling Stone is the pulse of youth culture. Whether the subject is music, TV, movies or politics—over 12 million young Americans trust and turn to Rolling Stone every two weeks to keep them up on the subjects they care about most. Bold stories. Big interviews. Insightful commentary. All delivered with energy, passion, irreverence and a point of view that defines its audience.   MRI TwelvePlus 2007 MRI Fall 2010 Base: Adults 18+ Audience (000) % Comp Adults 12,742 100% Men 7,103 56% Women 5,639 44% Age 18 to 24 3,840 30% Age 25 to 34 3,330 26% Age 35 to 44 2,442 19% Age 45 to 54 2,020 16% Age 55+ 1,110 9% Age 18 to 24 7,170 56% Age 18 to 49 10,693 84% Age 25 to 49 6,853 54% Age 25 to 54 7,792 61% Median Age 32.3 HHI $100,000+ 3,378 27% HHI $75,000+ 5,112 41% HHI $60,000+ 6,780 54% HHI $50,000+ 7,834 63% HHI $40,000+ 8,903 72% HHI $30,000+ 10,144 81% Median HHI $63,676 IEI $60,000+ 1,987 16% IEI $50,000+ 2,477 19% IEI $40,000+ 3,531 28% IEI $30,000+ 4,793 38% Median IEI $32,710 Employed 8,802 69% Professional/Managerial 2,950 23% Any College 7,386 58% Grad College+ 3,062 24% Attending College 1,906 15% Single 6,385 50% Married 4,634 36% Any Kids in Household 5,829 46% Own Home 7,574 59% Median Value of Home $198,532 White 9,613 75% Black 1,570 12% Asian 176 * 1% Other 1,479 12% Spanish/Hispanic Origin 2,255 18% Metropolitan CBSA 11,138 88% A/B County 9,754 78% C/D County 2,586 22%

Source: MRI Fall 2010 MRI TwelvePlus 2007 Base: Total Persons 12+ Audience (000) % Comp Total Person 12+ 12,542 100.0% Male 7,304 58.2% Female 5,238 41.8% Age 12 to 17 1,589 12.7% Age 12 to 20 3,335 26.6% Age 12 to 24 5,171 41.2% Age 12 to 34 8,038 64.1% Age 15 to 17 1,023 8.2% Age 15 to 20 2,768 22.1% Age 15 to 24 4,604 36.7% Age 15 to 34 7,472 59.6% Age 18 to 24 3,581 28.6% Age 25 to 34 2,867 22.9% Age 35 to 44 2,200 17.5% Age 45 to 54 1,699 13.5% Age 55+ 605 4.8% Median Age 28.2 HHI $100,000+ 2,806 22.4% HHI $75,000+ 4,534 36.2% HHI $60,000+ 6,059 47.3% HHI $50,000+ 7,137 56.9% Median HHI Source: MRI TwelvePlus 2007 $58,032