Media guys and gals - Mediamark's World Wide Web site is recommended - Site to See

American Demographics, July, 1997 by Matthew Klein

http://www.mediamark.com

Some media are gender- or age-specific. Seventy-seven percent of Home Shopping Network viewers are women, while 79 percent of the ESPN2 audience are men. And practically all those who watch VH-1 (95 percent) are aged 18 to 49. Mediamark Research provides these data along with age and household income of viewers for various cable channels.

CNBC watchers are a well-heeled bunch. They have a median household income of $51,000. Viewers of the Nostalgia Channel bring in $29,000. Its not surprising that these yesteryear buffs have the highest median age for channels listed, at 52. The channel with the youngest adult audience isnt a shocker, either--MTV, at 28 years.

Mediamark has demographic and income information about magazine readers, too. It also provides average numbers of readers per copy, making it possible to estimate total audiences. Copies of Bridal Guide, Easyriders, and Muscle & Fitness get passed along to an average of 15, 15, and 17 readers, respectively. This suggests that publishers contemplating a launch targeting buffed biker brides can expect a lot of pass-along. If the magazine includes a section for pro-wrestler grooms who collect hot rods, issues may travel even further. Each issue of Popular Hot Rodding passes through 20 sets of hands, and WWF Magazine issues spend time with 15 different readers.