Section H Communications

Section HCommunications

Internet As SourceQ31.) How likely or unlikely are you to use the following as sources for news and entertainment information?

2

Potential Patronsn = 317

Existing Patronsn = 366

0% 20% 40% 60% 80% 100%

69%

59%

24%

30%

4%

8%

Very Likely Likely Neither Likely Nor Unlikely Unlikely Not At All Likely

Website UsageQ32.) Which of the following websites do you read / reference for news and entertainment information? Respondents that answered “Very Likely” or “Likely” for Website Sources

3

Other

Fox5SanDiego.com

VoiceOfSanDiego.org

KUSI.com

CBS8.com

10News.com

NBCSanDiego.com

SanDiegoReader.com

HuffingtonPost.com

CNN.com

Yahoo.com

KPBS.org

UTSanDiego.com

-10% 0% 10% 20% 30% 40% 50% 60%21%

16%

11%

16%

17%

24%

24%

32%

27%

33%

39%

24%

49%

37%

5%

11%

10%

11%

15%

17%

21%

26%

32%

27%

51%

35%



Website Usage Other – Existing PatronsQ32.) Which of the following websites do you read / reference for news and entertainment information? Respondents that answered “Very Likely” or “Likely” for Website Sources

4

Other Responses• Google (8.9%)• Washington Post (7.7%)• MSNBC (3.4%)• None (1.8%)• NY Times (1.8%)• Wall Street Journal (1.8%)• Facebook (1.5%)• Old Globe (1.5%)• BBC (1.2%)• Live Nation (1.2%)• Ticketmaster (1.2%)• Entertainment Websites

(0.9%)• Fox News (0.9%)• ABC (0.6%)• City Beat (0.6%)• Diversionary Theater (0.6%)

• Drudge Report (0.6%)• Email (0.6%)• Goldstar (0.6%)• SD Opera (0.6%)• Slate (0.6%)• AAA Westways (0.3%)• Amazon (0.3%)• Bing (0.3%)• Boston Globe (0.3%)• Democracy Now (0.3%)• Discount Websites (0.3%)• Discoversd.com (0.3%)• Fark (0.3%)• Groupon (0.3%)• Hot Air (0.3%)• Individual Theater Sites (0.3%)• KUSC (0.3%)

• LA Times (0.3%)• Living Social (0.3%)• Mercury News (0.3%)• SD Reader (0.3%)• SF Chronicle (0.3%)• Sandiego.org (0.3%)• StubHub (0.3%)• The Blaze (0.3%)• The Week (0.3%)• Village News (0.3%)• WRTI (0.3%)

Website Usage Other – Potential PatronsQ32.) Which of the following websites do you read / reference for news and entertainment information? Respondents that answered “Very Likely” or “Likely” for Website Sources

5

Other Mentions• Google (5.7%)• MSN (2.7%)• FOX News (1.7%)• Venue Websites (1.3%)• Citybeat (1.0%)• Bing (1.0%)• Goldstar (1.0%)• LA Times (1.0%)• San Diego Magazine (1.0%)• Sign on San Diego (1.0%)• Ticketmaster (1.0%)• USA Today (1.0%) • AOL.com (0.3%)

• Associated Press (0.3%)• Dailymail (0.3%)• Drudge Report (0.3%)• ESPN (0.3%)• Eventful (0.3%)• GBL Times (0.3%)• Facebook (0.3%)• kfi.org (0.3%)• KSDS (0.3%)• KUSI (0.3%)• Living Social (0.3%) • New York Times (0.3%)• New Yorker (0.3%)

• None (0.3%)• Pollstar (0.3%)• San Diego Union Tribune (0.3%)• SanDiego6.com (0.3%)• TWC (0.3%)• Thrillist (0.3%)• Time Warner (0.3%)• Travelzoo (0.3%)• Twitter (0.3%)• UCSD (0.3%)• UT San Diego (0.3%)• Yelp (0.3%)

Television As SourceQ31.) How likely or unlikely are you to use the following as sources for news and entertainment information?

6



0% 20% 40% 60% 80% 100%

26%

20%

43%

33%

13%

15%

13%

21%

5%

12%


Television UsageQ33.) Which of the following television stations do you watch / reference for news and entertainment information? Respondents that answered “Very Likely” or “Likely” for TV Sources

7

Other

XHAS

KUAN-LP

XEWT

XETV

KWSB

KUSI

KFMB

KGTV

KPBS

KNSD

-10% 0% 10% 20% 30%6%

1%

1%

5%

9%

16%

17%

20%

6%

22%

11%

0%

2%

5%

7%

15%

14%

28%

18%



Television Usage Other – Existing PatronsQ33.) Which of the following television stations do you watch / reference for news and entertainment information? Respondents that answered “Very Likely” or “Likely” for TV Sources

8

Other Responses• MSNBC (2.6%)• CNN (1.6%)• FOX (1.0%)• Fox News (1.0%)• UCSD tv (1.0%)• ABC (0.5%)• Bloomberg (0.5%)• CBS (0.5%)• CNBC (0.5%)• Cable (0.5%)• Channel 5, 6,7 and 10 (0.5%)• Channels 8, 7, 15, 9, 10, 69 (0.5%)• Channels 8, 10, 15, 7, 9 (0.5%)• Channel 8, 10, 15, 39 (0.5%)• Channels 9, 15 (0.5%)• NBC (0.5%)• PBS (0.5%)• TRI (0.5%)

• I use a number of different tv stations kusi knsd xetv kgtv kpbs kfmb ect (0.5%)

• I watch several of the ones listed. (0.5%)• KGTV, KNSD, KUSI, KPBS, KFMB (0.5%)• Kiwi, knsd (0.5%)• KUSC channel 11 (0.5%)• National Geo. (0.5%)• I have several (0.5%)• KPBS, KFMB, KUSI (0.5%)

Television Usage Other – Potential PatronsQ33.) Which of the following television stations do you watch / reference for news and entertainment information? Respondents that answered “Very Likely” or “Likely” for TV Sources

9

Other Responses• Fox News Channel (1.8%)• CNN (1.4%)• Bravo (0.4%)• Chanel 28 (0.4%)• I don't watch any local channels (0.4%)• MSNBC (0.4%)

Radio As SourceQ31.) How likely or unlikely are you to use the following as sources for news and entertainment information?

10



0% 20% 40% 60% 80% 100%

21%

21%

37%

36%

20%

15%

16%

17%

6%

11%


Radio UsageQ34.) Which of the following radio stations do you listen to / reference for news and entertainment information? Respondents that answered “Very Likely” or “Likely” for Radio Sources

11

OtherXEPE

XHRMXHPRS

KLSDXHITZKHTS

KFMBKOGOKSON

KGBKIFM

XETRAKEGYKFMBKMYIKPRIKSDSKYXY

XHLNCKPBS

-10% 0% 10% 20% 30% 40% 50% 60%7%

1%1%

1%2%

3%4%

6%5%5%

3%4%

5%7%

5%7%

4%1%

6%

23%

19%0%1%

2%

1%2%

0%2%

2%4%

4%3%

1%4%

3%5%

9%6%

8%59%



Radio Usage Other – Existing PatronsQ34.) Which of the following radio stations do you listen to / reference for news and entertainment information? Respondents that answered “Very Likely” or “Likely” for Radio Sources

12

Other Responses• 104.9 (3.8%)• KUSC (2.9%)• 91.5 (1.4%)• KSON (1.4%)• 94.9 (1.0%)• KFMB (1.0%)• KNX (1.0%)• KOGO (1.0%)• KPBS (1.0%)• XHLNC (1.0%)• XLNC1 (1.0%)• 98.1 (0.5%)• 1040 AM (0.5%)• 1090 Sports (0.5%)• alt36 satellite radio (0.5%)• CNN Spanish (0.5%)• Classical music stations (0.5%)

• HD radio (0.5%)• I listen to a variety of

local stations but mostly Satellite radio (0.5%)

• Jack FM (0.5%)• KCBS-AM (0.5%)• Kearth101 (0.5%)• KFMB (0.5%)• KHTS (0.5%)• klove100.1 (0.5%)• KLSD (0.5%)• KMYI (0.5%)• KOA-AM (0.5%)• KPRI (0.5%)• KPBS (0.5%)• KYXY (0.5%)

• Radio Latina (0.5%)• Satellite radio (0.5%)• Sirius almost exclusively (0.5%)• XEPRS-AM (0.5%)• XHITZ (0.5%)• XHPRS (0.5%)• xmserius (0.5%)

Radio Usage Other – Potential PatronsQ34.) Which of the following radio stations do you listen to / reference for news and entertainment information? Respondents that answered “Very Likely” or “Likely” for Radio Sources

13

Other Responses• SiriusXM (1.1%)• 94.1 (0.5%)• 94.9 (0.5%)• 640am for news (0.5%)• 1090 (0.5%)• 1170 AM (0.5%)• Entertainment Weekly on Satellite Radio (0.5%)• KFI (0.5%)• KIOZ 105.3 (0.5%)• KLoVE (0.5%)• KNX (0.5%)• knxt 1070 (0.5%)

Print As SourceQ31.) How likely or unlikely are you to use the following as sources for news and entertainment information?

14



0% 20% 40% 60% 80% 100%

16%

30%

33%

35%

26%

14%

19%

17%

6%

5%


Print UsageQ35.) Which of the following magazines / newspapers do you read / reference for news and entertainment information? Respondents that answered “Very Likely” or “Likely” for Print Sources

15

OtherGiving Back Magazine

Where MagazineSan Diego Daily TranscriptSan Diego Business JournalSan Diego Downtown News

Pacific MagazineRiviera

Ranch & Coast MagazineSan Diego Jewish Journal

San Diego Home & GardenWall Street Journal

Community NewspaperLos Angeles Times

San Diego MagazineNew York Times

San Diego ReaderSan Diego Union-Tribune

0% 10% 20% 30% 40% 50%10%

1%2%

1%1%

2%3%

5%3%

8%3%

17%45%

15%0%0%0%1%

0%0%

3%3%3%

6%8%

8%11%

8%15%

16%46%



Print Usage Other – Existing PatronsQ35.) Which of the following magazines / newspapers do you read / reference for news and entertainment information? Respondents that answered “Very Likely” or “Likely” for Print Sources

16

Other Responses• City Beat (0.8%)• Vogue (0.8%)• Architectural Digest (0.4%)• Economist (0.4%)• InStyle (0.4%)• Sunset (0.4%)• The Reader (0.4%)• The Week (0.4%)• Time Magazine (0.4%)• Veranda (0.4%)• Village news (0.4%)• Wine Spectator (0.4%)

Print Usage Other – Potential PatronsQ35.) Which of the following magazines / newspapers do you read / reference for news and entertainment information? Respondents that answered “Very Likely” or “Likely” for Print Sources

17

Other Responses• City Beat (1.3%)• Entertainment Weekly (1.3%)• LA Times (1.3%)• NY Times (1.3%)• None (1.3%)• SD Union Tribune (1.3%)• WSJ (1.3%)• Cosmo (0.6%)• Gay and Lesbian Times (0.6%)• Glamour (0.6%)• In Style (0.6%)• La Jolla Light (0.6%)• Lucky (0.6%)• New Yorker (0.6%)• North Park News (0.6%)• Time (0.6%)

Community Newspapers – Existing PatronsQ39.) Which community newspapers do you read / reference for news and entertainment information?

18

Papers Mentioned• San Diego Union Tribune (3.8%)• San Diego City Beat (1.3%)• San Diego Reader (1.3%)• Foreign (0.8%)• New York Times (0.8%)• San Diego Magazine (0.8%)• Wall Street Journal (0.8%)• Del Mar Times (0.4%)• Family Magazine (0.4%)• LA Times (0.4%)• London Times (0.4%)• Mail (0.4%)

• New Yorker (0.4%)• Online (0.4%)• Playbill (0.4%)• Ranch and Coast (0.4%)• Random (0.4%)• Rolling Stone (0.4%)• San Diego Business Journal (0.4%)• San Diego Free Press (0.4%)• San Francisco Chronicle (0.4%)• Timeout New York (0.4%)• UK Telegraph (0.4%)

Community Newspapers – Potential PatronsQ39.) Which community newspapers do you read / reference for news and entertainment information?

19

Papers Mentioned• Gay papers (0.6%)• La Jolla Light (0.6%)• San Diego News (0.6%)• Scripps Ranch monthly newsletter (0.6%)• North County Times (0.6%)• The Beacon (0.6%)

Union Tribune Entertainment Section ReadershipQ36.) Please indicate the days of the week you read each of the following sections of the Union Tribune? Respondents that selected “Union Tribune” in Q35. Existing Patrons Base = 108, Potential Patrons Base = 76

20

Monday Tuesday Wednesday Thursday Friday Saturday Sunday Never

-10%

0%

10%

20%

30%

40%

50%

60%

21%

9% 9%

25%22%

17%

55%

15%

3% 1%

17%

7% 5%

55%

12%

Existing Patrons Potential Patrons

Union Tribune Auto Section ReadershipQ36.) Please indicate the days of the week you read each of the following sections of the Union Tribune? Respondents that selected “Union Tribune” in Q35. Existing Patrons Base = 108, Potential Patrons Base = 76

21

Monday Tuesday Wednesday Thursday Friday Saturday Sunday Never0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

4% 1% 1%6% 6%

12%

83%

4% 5%

24%

67%

Existing Patrons Potential Patrons

Union Tribune Usage – Existing PatronsQ36.) Please indicate the days of the week you read each of the following sections of the Union Tribune? Respondents that selected “Union Tribune” in Q35. Base = 108

22

Television

Money

Opinion

Entertainment

Business

News

0% 20% 40% 60% 80% 100%54%

43%

33%

15%

24%

15%

39%

42%

56%

55%

49%

60%

13%

15%

17%

19%

22%

12%

10%

22%

20%

23%

12%

9%

25%

18%

19%

13%

14%

17%

9%

20%

19%

10%

13%

13%

9%

19%

19%

19%

19%

27%

21%

34%

47%


Union Tribune Usage – Existing PatronsQ36.) Please indicate the days of the week you read each of the following sections of the Union Tribune? Respondents that selected “Union Tribune” in Q35. Base = 108

23

Auto

Classified

Military

Real Estate

Coupons / Inserts

Sports

0% 20% 40% 60% 80% 100%83%

83%

69%

64%

48%

50%

12%

19%

34%

37%

52%

38%

6%

3%

6%

3%

8%

1%

1%

2%

2%

4%

4%

5%

5%

6%

6%

24%

1%

3%

6%


Union Tribune Usage – Potential PatronsQ36.) Please indicate the days of the week you read each of the following sections of the Union Tribune? Respondents that selected “Union Tribune” in Q35. Base = 76

24

Television

Sports

Real Estate

Opinion

News

Money

Military

Entertainment

Coupons / Inserts

Classified

Business

Auto

0% 20% 40% 60% 80% 100%

5%

11%

4%

18%

11%

14%

5%

7%

5%

5%

41%

49%

42%

49%

63%

53%

30%

55%

82%

33%

57%

24%

43%

30%

47%

40%

9%

30%

61%

12%

18%

65%

17%

67%

4%

7%

4%

5%

4%

8%

4%

17%


Section IDemographics

AgeQ3.) Which of the following best describes your age?

26

56 or More

50 to 55 years

45 to 49 years

40 to 44 years

35 to 39 years

30 to 34 years

25 to 29 years

18 to 24

0% 10% 20% 30% 40% 50% 60% 70%

63%

12%

10%

6%

4%

5%

1%

1%

27%

21%

18%

13%

13%

9%



Household IncomeQ4.) Which of the following best describes your total annual household income?

27

$200,000 or More

$175,000 to $199,999

$150,000 to $174,999

$125,000 to $149,999

$100,000 to $124,999

$75,000 to $99,999

Less than $74,999

0% 5% 10% 15% 20% 25% 30%

16%

10%

14%

17%

23%

20%

14%

6%

10%

9%

18%

19%

25%



GenderQ37.) Gender

28



0% 20% 40% 60% 80% 100%

35%

34%

65%

66%

Male Female

EducationQ38.) What is the highest level of education you have completed?

29

High School Graduate

Some College

Associates Degree

Bachelor's Degree

Graduate Degree(s)

-10% 0% 10% 20% 30% 40% 50% 60%

2%

13%

7%

40%

37%

1%

9%

4%

31%

56%



OccupationQ39.) Which of the following best describes your occupation?

30

Other

Artist

Sales / Service

Clerical

Craftsman

Student

Stay-at-home Parent

Retired

Self Employed

Administration / Management

Professional / Technical

-5% 0% 5% 10% 15% 20% 25% 30% 35% 40%10%

1%

9%

3%

0%

1%

6%

2%

8%

25%

37%

10%

4%

4%

1%

1%

1%

2%

30%

7%

14%

28%



Occupation Other – Existing PatronsQ39.) Which of the following best describes your occupation?

31

Other Responses• Education (2.2%)• Scientific Research (1.4%)• Musician (1.1%)• Accounting (0.8%)• Healthcare (0.8%)• Retired (0.8%)• CEO (.03%)• Cleric (.03%)• Graphic Design (.03%)• Human Resources (.03%)• International Relations (.03%)• Lawyer (.03%)• Public Safety (.03%)• Veterinarian (.03%)• Volunteer (.03%)

Occupation Other – Potential PatronsQ39.) Which of the following best describes your occupation?

32

Other Responses• Health Care (1.6%)• Education (1.3%)• Public Employee (1.3%)• Military (1.0%)• Attorney (0.6%)• Disabled (0.3%)• Engineer (0.3%)• Event Coordinator (0.3%)• Law Enforcement (0.6%)• Lawyer (0.6%)• Laborer (0.3%)• Manager (0.3%)• Mortician (0.3%)• Retail (0.3%)• Scientist (0.3%)

Zip Code – Existing PatronsQ40.) What is your zip code? Base = 366

33

Zip Codes• 92037 (5.5%)• 92024 (4.9%)• 92130 (4.4%)• 92101 (3.8%)• 92103 (3.8%)• 92104 (3.6%)• 92116 (3.6%)• 92128 (3.3%)• 92107 (3.0%)• 92115 (3.0%)• 92117 (3.0%)• 91910 (2.4%)• 92014 (2.4%)• 92122 (2.4%)• 92126 (2.4%)• 92131 (2.4%)

• 92120 (2.2%)• 92106 (1.9%)• 92009 (1.6%)• 92129 (1.6%)• 91942 (1.4%)• 92025 (1.4%)• 92108 (1.4%)• 92111 (1.4%)• 92118 (1.4%)• 92124 (1.4%)• 92127 (1.4%)• 91977 (1.1%)• 92007 (1.1%)• 92008 (1.1%)• 92064 (1.1%)• 92071 (1.1%)

• 92109 (1.1%)• 92110 (1.1%)• 91902 (0.8%)• 91911 (0.8%)• 92011 (0.8%)• 92026 (0.8%)• 92058 (0.8%)• 92067 (0.8%)• 92078 (0.8%)• 92102 (0.8%)• 91901 (0.5%)• 91913 (0.5%)• 91914 (0.5%)• 91915 (0.5%)• 91950 (0.5%)• 92004 (0.5%)

• 92010 (0.5%)• 92021 (0.5%)• 92029 (0.5%)• 92054 (0.5%)• 92056 (0.5%)• 92057 (0.5%)• 92081 (0.5%)• 92084 (0.5%)• 92114 (0.5%)• 91916 (0.3%)• 91932 (0.3%)• 91935 (0.3%)• 91945 (0.3%)• 92003 (0.3%)• 92019 (0.3%)• 92020 (0.3%)

• 92027 (0.3%)• 92028 (0.3%)• 92040 (0.3%)• 92061 (0.3%)• 92065 (0.3%)• 92069 (0.3%)• 92075 (0.3%)• 92082 (0.3%)• 92083 (0.3%)• 92091 (0.3%)• 92105 (0.3%)• 92139 (0.3%)• 92163 (0.3%)• 92262 (0.3%)

Zip Code – Potential PatronsQ40.) What is your zip code? Base = 317

34

Zip Codes• 92130 (5.7%)• 92131 (4.1%)• 92109 (3.8%)• 92116 (3.4%)• 92122 (3.2%)• 92127 (3.2%)• 92037 (2.8%)• 92009 (2.5%)• 92101 (2.5%)• 92104 (2.5%)• 91913 (2.2%)• 92064 (2.2%)• 92069 (2.2%)• 92078 (2.2%)• 92103 (2.2%)

• 92117 (2.2%)• 92025 (1.9%)• 92057 (1.9%)• 92110 (1.9%)• 92120 (1.9%)• 92121 (1.9%)• 92129 (1.9%)• 92028 (1.6%)• 91915 (1.3%)• 91942 (1.3%)• 92020 (1.3%)• 92026 (1.3%)• 92040 (1.3%)• 92054 (1.3%)• 92071 (1.3%)

• 92108 (1.3%)• 92111 (1.3%)• 92123 (1.3%)• 92124 (1.3%)• 92126 (1.3%)• 92128 (1.3%)• 91950 (0.9%)• 92010 (0.9%)• 92021 (0.9%)• 92027 (0.9%)• 92029 (0.9%)• 92056 (0.9%)• 92081 (0.9%)• 92082 (0.9%)• 92106 (0.9%)

• 92107 (0.9%)• 92118 (0.9%)• 92119 (0.9%)• 92154 (0.9%)• 91911 (0.6%)• 91935 (0.6%)• 91941 (0.6%)• 92011 (0.6%)• 92019 (0.6%)• 92024 (0.6%)• 92058 (0.6%)• 92065 (0.6%)• 92105 (0.6%)• 91901 (0.3%)• 91902 (0.3%)

• 91910 (0.3%)• 92007 (0.3%)• 92008 (0.3%)• 92023 (0.3%)• 92075 (0.3%)• 92083 (0.3%)• 92084 (0.3%)• 92102 (0.3%)• 92113 (0.3%)• 92114 (0.3%)• 92115 (0.3%)• 92138 (0.3%)• 92139 (0.3%)• 92150 (0.3%)• 92172 (0.3%)

Length of Time in San Diego AreaQ41.) How long have you lived in the San Diego area?

35

Fifteen or More Years

Six to Fourteen Years

Four to Five Years

Two to Three Years

Less than Two Years

0% 20% 40% 60% 80%

59%

26%

6%

5%

4%

71%

19%

5%

2%

3%



Marital StatusQ42.) Which of the following best describes your marital status?

36

Single with Children

Single Sharing Living Quarters with Non-Partner(s)

Single Living Alone

Married / in Partnership with No Children

Married / in Partnership with Children

-10% 0% 10% 20% 30% 40% 50% 60%

2%

6%

11%

30%

51%

4%

4%

30%

27%

36%



Number of People in HouseholdQ43.) How many people do you have living in your household?

37

Five or More

Four

Three

Two

One

-10% 0% 10% 20% 30% 40% 50% 60%

7%

22%

23%

38%

10%

5%

9%

10%

46%

29%



EthnicityQ44.) Which of the following best describes your ethnicity?

38

Other

Native American

Caribbean-American

African-American

Hispanic

Asian

Caucasian

0% 20% 40% 60% 80% 100%

4%

1%

5%

10%

80%

4%

0%

0%

1%

8%

3%

83%



Thank You

Documents

Section H Communications