News » Citydesk

BW Gets Audited

Reader surveys: You're So Smart!


But relax, it's the good kind.

We found out a bit more about you, dear reader, and it makes for interesting reading. Between May and July, International Demographics, Inc. surveyed 700 people in our "target audience" and found, among other things, that you're older than we thought you were, you make a fair amount of cash, and you're smarter than the average bear.

First, the age breakdown: The biggest percentile, almost 21 percent, of readers come from the 35- to 44-year-old range. The next largest segment were the 25- to 34-year-olds, and you made up about 20 percent of our readers.

And you're smart: Almost 24 percent of you have college degrees and 10 percent have advanced degrees. About 27 percent of you are working on college degrees.

Half of you are women. The ladies edge out male readers 50.1 percent to 49.9 percent. Most of you (83 percent) are white.

But my, the money you make! The largest segment, 25 percent, makes more than $75,000 per year. The next largest segment, 24 percent, makes between $50,000 and $74,000 per year. Just 10 percent are making less than $25,000 per year.

"The characteristics of Boise Weekly readers mirror those of the Treasure Valley. That is not what people tend to think about Boise Weekly readers," said Sally Freeman, BW publisher. "Our readers are middle-age professionals, who are highly educated consumers actively pursuing their interests."