May 23, 2013
2011 Readership Survey
The Circulation Verification Council interviewed Hersam Acorn Newspapers residents in the towns of Shelton, Easton, Monroe, Trumbull, Fairfield, Stratford, Milford, Seymour, Ansonia and Derby. The purpose was to identify the number of residents who indicate they receive the publication on a regular basis, identify the number of residents who read or look through the publication, and gather readership study information useful for advertising purchase decisions.
1. Hersam Acorn Newspapers are distributed regularly in your area. Does your household regularly receive the (appropriate Hersam Acorn Newspaper)?
| YES | 1,001 | 99.2% |
| NO | 8 | 00.8 |
2. Do you or someone in your household regularly read or look through the (appropriate Hersam Acorn Newspaper)?
| YES | 844 | 84.3% |
| NO | 157 | 15.7 |
3. Do you frequently purchase products or services from ads seen in the (appropriate Hersam Acorn Newspaper)?
| YES | 686 | 81.3% |
| NO | 158 | 18.7% |
4. How long do you keep the (appropriate Hersam Acorn Newspaper) before discarding it?
| 63% | 1-2 Days |
| 24% | 3-4 Days |
| 01% | 5-6 Days |
| 12% | 1 Week or More |
5. Please select the category that best describes your age.
| Reader Demographics | Market Demographics | |
| 00% | 04% | 18-20 |
| 02% | 06% | 21-24 |
| 13% | 16% | 25-34 |
| 22% | 20% | 35-44 |
| 25% | 20% | 45-54 |
| 20% | 15% | 55-64 |
| 13% | 09% | 65-74 |
| 05% | 10% | 75+ |
6. What category best describes your combined annual household income for last year?
| Reader Demographics |
Market Demographics |
|
| 04% | 15% | Under $25,000 |
| 10% | 18% | $25,001-$49,999 |
| 16% | 18% | $50,000-$74,999 |
| 24% | 15% | $75,000-$99,999 |
| 23% | 19% | $100,000-$149,999 |
| 23% | 15% | Over $150,000 |
7. What is the highest level of education you have obtained?
| Reader Demographics |
Market Demographics |
|
| 01% | 13% | Some High School or Less |
| 27% | 27% | Graduated High School |
| 28% | 25% | Some College |
| 30% | 20% | Graduated College |
| 14% | 15% | Completed Post Graduate |
8. Which of the following products or services do you plan to purchase during the next twelve months? (% = Positive respondents)
16% New Automobile
15% Used Automobile
22% Antiques / Auctions
49% Furniture / Home Furnishings
22% Major Home Appliance
17% Home Computers
39% Home Improvements / Supplies
48% Television / Electronics
19% Carpet / Flooring
67% Automobile Accessories (tires, brakes & service)
49% Lawn & Garden
42% Florist / Gift Shops
24% Home Heating / Air Conditioning (service, new equipment)
63% Vacations / Travel
06% Real Estate
75% Men’s Apparel
78% Women’s Apparel
41% Children’s Apparel
02% Boats / Personal Watercraft
09% Art & Crafts Supplies
19% Childcare
28% Education / Classes
11% Attorney
27% Veterinarian
15% Chiropractor
24% Financial Planner (Retirement, Investing)
72% Tax Advisor / Services
33% Health Club / Exercise Class
49% Cleaning Services (Carpet Cleaning, Air Duct Cleaning, Home Cleaning)
05% Weight Loss
45% Lawn Care Service (Maintenance & Landscaping)
38% Legal Gambling Entertainment (Lottery, Casinos, Racetracks, Bingo)
81% Pharmacist / Prescription Service
32% Cellular Phone New/Update Service
86% Dining & Entertainment
26% Jewelry
09% Wedding Supplies
37% Athletic & Sports Equipment
*SOURCE: 2011 Supplemental Readership Survey compiled from Circulation Verification Council’s circulation & readership study survey.
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