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READER DEMOGRAPHICS


Who reads Daily Racing Form?

They come from all walks of life. Young and old, men and women. Thoroughbred owners and trainers. Research engineers and retirees. They all love horseracing - and the paper they love to read is Daily Racing Form.

Trusted by horsemen across the industry, counted on by the fans across the country: two reasons Daily Racing Form has been America's Turf Authority since 1894.

For the prototypical Daily Racing Form reader, the paper isn't just a part of their day - it's a part of their life.

HOW OFTEN PURCHASED

4-7 times/week ...........63.7% 
1-3 times/week ...........32.4

note: average daily price of $4

AVERAGE READING TIME

1-2 hours .....................22.0% 
2-3 hours .....................49.8 
3+ hours ......................22.7

Average time 2 hours, 36 minutes

TRACK ATTENDANCE IN PAST 12 MONTHS

Twice a week or more .....60.8% 
Once a week ....................13.6 
Twice a month .................7.5 
Once a month ...................6.6

WHEN YOU GO TO THE TRACK, 
HOW MUCH DO YOU BRING TO BET OR WAGER?

Up to $49 ...................................7.5% 
$50-$99 .......................................11.7 
$100-$249 ...................................37.2 
$250-$499 ...................................19.0 
$500-$999 ...................................10.3 
$1,000-$2,499 ..............................7.1 
$2,500 or more ...........................2.4 
Average .....................................$441.00

Casino attendance is high among Daily Racing Form readers: 

CASINO ATTENDANCE IN PAST 12 MONTHS

62.6%

They're upscale -- three quarters are male, well-educated and well-off. 
They're Daily Racing Form readers. 

EDUCATION

Male..........75% Attended/Graduated College..62.0% 
Female.......25 Graduate School/Degree........15.0

AGE AND OCCUPATION

18-34........20.9% Professional/Managerial......52.4% 
35-44........26.4 Top Management..................16.4 
45-55........26.0 Owner/Partner......................14.6 
55 + .........26.0 
Median....45.8 years

HOUSEHOLD INCOME

$50,000 + ...............................53.1%

Average...............................$61,900


DAILY RACING FORM readers are homeowners:

HOME OWNERSHIP

Own ....70.1% 
House ....60.6% 
Condominium....9.5%

99% of Daily Racing Form readers own or lease an automobile. 84% of Daily Racing Form readers intend to purchase a new car in the next 12 months:

AMOUNT PROJECTED FOR NEW CAR PURCHASE

$10,000-14,999 ....20.7% $20,000-29,000 ....17.6%

$15,000-19,999 ....29.3 $30,000 + ............10.4


ELECTRONIC PRODUCTS: OWN OR PLAN TO PURCHASE

Personal Computer.........43.6%

Compact Disc Player.......33.9

Video Camera..............25.3

Cordless Phone............42.3 

TOBACCO

Currently smoke.....39.7%

Sources: Daily Racing Form Reader Survey, Beta Research Corporation, N.Y. U.S. Racetrack Universe Survey, Integrated Marketing Systems, Inc./ Summit Research Group, Inc.