Audience Overview

The Record Delivers nearly 4 in 10 Market Adults
Over the Course of a Week

Daily Record Readership

Total Market AdultsRead Past WeekRead Yesterday
479,300167,700112,000
100%35%23%

Sunday Record Readership

Total Market AdultsRead Past MonthRead Last Week
479,300147,300117,200
100%31%25%

The Record Daily Delivers an Upscale Audience

The Record Daily Reader Profile

Gender
• 53% Men
• 47% Women

Age
• 13% are 18-34
• 38% are 35-54
• 49% are 55 or Older

Education
• 35% College Graduate Or Higher
• 36% Some College
• 28% High School Graduate or Less

Household Income
• 30% $75,000 or more
• 45% $30,000 – $74,999
• 25% Less than $30,000
Median Household Income $56,300

Home Ownership
• 79% Own Home
• 20% Rent
• 1% Other

The Sunday Record Delivers an Upscale Audience

The Record Sunday Reader Profile

Gender
• 53% Men
• 47% Women

Age
• 14% are 18-34
• 36% are 35-54
• 50% are 55 or Older

Education
• 30% College Graduate Or Higher
• 38% Some College
• 32% High School Graduate or Less

Household Income
• 30% $75,000 or more
• 43% $30,000 – $74,999
• 27% Less than $30,000
Median Household Income $53,800

Home Ownership
• 74% Own Home
• 23% Rent
• 3% Other

Source: 2012 San Joaquin Media Group market study; Clark, Martire & Bartolomeo, Inc.; Reader Profile Base: Daily: 112,000 adults 18+, Sunday: 117,200 adults 18+