Jump Magazine Usage/Awareness Study -- June, 2001 Page 1 Table 1 Side: Q1. Have you received the June issue of Jump Magazine? REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 100 30 20 30 20 19 45 33 43 55 43 29 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 Have received the issue 77 23 14 22 18 16 33 26 30 46 35 23 77.0 76.7 70.0 73.3 90.0 84.2 73.3 78.8 69.8 83.6 81.4 79.3 Have not received the issue 23 7 6 8 2 3 12 7 13 9 8 6 23.0 23.3 30.0 26.7 10.0 15.8 26.7 21.2 30.2 16.4 18.6 20.7 TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 2 Table 2 Side: Q2. Have you looked at the June issue of Jump Magazine? Base: Respondents who received the June 2001 issue of Jump Magazine REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 77 23 14 22 18 16 33 26 30 46 35 23 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 Yes 54 *12 9 16 *17 12 24 16 18 35 24 17 70.1 52.2 64.3 72.7 94.4 75.0 72.7 61.5 60.0 76.1 68.6 73.9 No 23 *11 5 6 *1 4 9 10 12 11 11 6 29.9 47.8 35.7 27.3 5.6 25.0 27.3 38.5 40.0 23.9 31.4 26.1 TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 3 Table 3 Side: Q3. Do you recall the cover? Base: Respondents who received the June 2001 issue of Jump Magazine and had a chance to look at it REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 54 12 9 16 17 12 24 16 18 35 24 17 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 Yes 27 8 6 9 *4 4 13 9 *13 *13 10 7 50.0 66.7 66.7 56.3 23.5 33.3 54.2 56.3 72.2 37.1 41.7 41.2 No 27 4 3 7 *13 8 11 7 *5 *22 14 10 50.0 33.3 33.3 43.8 76.5 66.7 45.8 43.8 27.8 62.9 58.3 58.8 TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 4 Table 4 Side: Q4. What is your opinion of the cover? Base: Respondents who received the June 2001 issue of Jump Magazine and had a chance to look at it and who recall the cover REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 27 8 6 9 4 4 13 9 13 13 10 7 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 Favorable. Because the woman looked very healthy. 1 1 1 1 3.7 12.5 - - - - 7.7 - - 7.7 - - Favorable. I like the way the woman presents herself. 1 1 1 1 3.7 - - - 25.0 - 7.7 - - 7.7 - - Favorable. I liked the bright yellow scarf the woman was wearing. 1 1 1 1 1 3.7 12.5 - - - - - 11.1 7.7 - 10.0 - Favorable. I liked the fluorescent green colors of her outfit. 1 1 1 1 1 3.7 12.5 - - - - - 11.1 7.7 - 10.0 - Favorable. Nothing unusual. 1 1 1 1 1 3.7 - - - 25.0 - - 11.1 7.7 - 10.0 - Favorable. The lady had a very healthy look about her. 1 1 1 1 3.7 12.5 - - - 25.0 - - - 7.7 - - Favorable. The lady looks healthy and she is good looking. 1 1 1 1 1 3.7 12.5 - - - - - 11.1 7.7 - 10.0 - Favorable. The woman had a big smile and was happy looking. 1 1 1 1 1 3.7 - 16.7 - - - - 11.1 7.7 - 10.0 - TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 5 Table 4 (continuation) Side: Q4. What is your opinion of the cover? Base: Respondents who received the June 2001 issue of Jump Magazine and had a chance to look at it and who recall the cover REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 27 8 6 9 4 4 13 9 13 13 10 7 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 Like it. The woman made me feel jumping isn't so scaring. 1 1 1 1 3.7 12.5 - - - - - 11.1 - 7.7 - - Likes it. Feels real comfortable with a woman on cover. 1 1 1 1 3.7 12.5 - - - - 7.7 - - 7.7 - - Nice colors. 1 1 1 1 1 3.7 - - - 25.0 - 7.7 - 7.7 - - 14.3 Nice lady with bright clothing. Very colorful. I like cheerful colors. 1 1 1 1 1 3.7 - 16.7 - - - 7.7 - 7.7 - - 14.3 Nice looking cover with a nice looking lady. 1 1 1 1 3.7 - - - 25.0 - - 11.1 7.7 - - - Nice. Woman looked happy. It's not something that screams at you. 1 1 1 1 3.7 - 16.7 - - - 7.7 - - 7.7 - - Not reported. 5 5 1 2 2 3 2 2 3 18.5 - - 55.6 - 25.0 15.4 22.2 23.1 15.4 20.0 42.9 Okay. Wasn't repugnant. 1 1 3.7 - - 11.1 - - - - - - - - Pretty good. The woman on the cover was healthy and natural looking. 1 1 1 1 3.7 - 16.7 - - 25.0 - - - 7.7 - - TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 6 Table 4 (continuation) Side: Q4. What is your opinion of the cover? Base: Respondents who received the June 2001 issue of Jump Magazine and had a chance to look at it and who recall the cover REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 27 8 6 9 4 4 13 9 13 13 10 7 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 The woman on the cover looks very fashionable. She looks like a jumper. 1 1 1 1 1 3.7 - - 11.1 - 25.0 - - - 7.7 - 14.3 Too generic. I would like to see something authentic. 1 1 1 1 3.7 - - 11.1 - - 7.7 - - 7.7 - - Unfavorable. I would prefer a scenic cover vs just a person on the cover. 1 1 1 1 1 3.7 - 16.7 - - - 7.7 - - 7.7 - 14.3 Unfavorable. The woman looked like a model. Not very realistic. 1 1 1 1 1 3.7 - 16.7 - - - 7.7 - 7.7 - 10.0 - Very attractive. Nice and bright. 1 1 1 1 1 3.7 - - 11.1 - - 7.7 - - 7.7 10.0 - Very colorful. 1 1 1 1 1 3.7 12.5 - - - - 7.7 - 7.7 - 10.0 - TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 7 Table 5 Side: Q5. Which story line on the cover of the June 2001 issue comes to mind first? Base: Respondents who received the June 2001 issue of Jump Magazine and had a chance to look at it and who recall the cover REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 27 8 6 9 4 4 13 9 13 13 10 7 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 "Hanging By Threads" 7 3 3 1 *6 1 3 4 2 1 25.9 37.5 50.0 11.1 - - 46.2 11.1 23.1 30.8 20.0 14.3 "Indepth Interview with Evel Knievel" 5 2 2 1 1 2 1 2 2 2 1 18.5 25.0 - 22.2 25.0 25.0 15.4 11.1 15.4 15.4 20.0 14.3 "A Tour Down the Niagara River" 4 1 1 1 1 *2 1 1 1 3 1 1 14.8 12.5 16.7 11.1 25.0 50.0 7.7 11.1 7.7 23.1 10.0 14.3 "10 Ways to Overcome Acrophobia" 3 1 *2 3 2 1 1 11.1 12.5 - - 50.0 - - 33.3 15.4 7.7 10.0 - "Two Inches from the Jaws of Death" 1 1 1 1 1 3.7 - 16.7 - - - 7.7 - - 7.7 - 14.3 Not reported 7 1 1 *5 1 3 3 5 2 4 3 25.9 12.5 16.7 55.6 - 25.0 23.1 33.3 38.5 15.4 40.0 42.9 TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 8 Table 6 Side: Q6. Which article was most interesting? Base: Respondents who received the June 2001 issue of Jump Magazine and had a chance to look at it REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 54 12 9 16 17 12 24 16 18 35 24 17 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 "Out of the Clear Blue Sky" 16 1 2 6 7 6 6 4 6 10 9 4 29.6 8.3 22.2 37.5 41.2 50.0 25.0 25.0 33.3 28.6 37.5 23.5 "Hang Gliding: Soar Like an Eagle" 9 2 3 4 3 4 2 1 8 4 3 16.7 16.7 - 18.8 23.5 25.0 16.7 12.5 5.6 22.9 16.7 17.6 "Boulder Dam Bungee Bouncers" 9 2 1 4 2 2 5 1 3 5 *1 5 16.7 16.7 11.1 25.0 11.8 16.7 20.8 6.3 16.7 14.3 4.2 29.4 "My Rigger, My Life" 3 2 1 1 2 1 2 3 5.6 16.7 - - 5.9 8.3 - 12.5 5.6 5.7 12.5 - "48 Broken Bones and Still Loving It" 1 1 1 1 1 1.9 - - 6.3 - - 4.2 - - 2.9 4.2 - Not reported 16 5 *6 2 3 * 8 7 7 9 6 5 29.6 41.7 66.7 12.5 17.6 - 33.3 43.8 38.9 25.7 25.0 29.4 TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 9 Table 7 Side: Q7. Which article was least interesting? Base: Respondents who received the June 2001 issue of Jump Magazine and had a chance to look at it REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 54 12 9 16 17 12 24 16 18 35 24 17 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 "Saying Hello to Halo Jumping" 6 2 1 3 1 3 2 1 5 4 1 11.1 16.7 - 6.3 17.6 8.3 12.5 12.5 5.6 14.3 16.7 5.9 "My Rigger, My Life" 6 1 3 2 2 3 1 2 4 4 1 11.1 8.3 - 18.8 11.8 16.7 12.5 6.3 11.1 11.4 16.7 5.9 "48 Broken Bones and Still Loving It" 5 1 3 1 2 2 1 5 1 3 9.3 - 11.1 18.8 5.9 16.7 8.3 6.3 - 14.3 4.2 17.6 "Out of the Clear Blue Sky" 3 2 1 2 1 3 1 1 5.6 16.7 11.1 - - 16.7 4.2 - - 8.6 4.2 5.9 "Hang Gliding: Soar Like an Eagle" 2 1 1 1 1 1 1 2 3.7 8.3 - - 5.9 8.3 - 6.3 5.6 2.9 8.3 - Not reported 32 6 7 9 10 *4 15 11 14 *17 12 11 59.3 50.0 77.8 56.3 58.8 33.3 62.5 68.8 77.8 48.6 50.0 64.7 TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 10 Table 8 Side: Q8. Table of Top-Box Ratings for Selected Articles Base: Respondents who received the June 2001 issue of Jump Magazine REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 54 12 9 16 17 12 24 16 18 35 24 17 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 Saying Hello to Halo Jumping 8 *4 1 2 1 3 4 1 * 8 2 4 14.8 33.3 11.1 12.5 5.9 25.0 16.7 6.3 - 22.9 8.3 23.5 48 Broken Bones and Still Loving It 12 4 1 2 5 *6 4 2 3 9 7 3 22.2 33.3 11.1 12.5 29.4 50.0 16.7 12.5 16.7 25.7 29.2 17.6 My Rigger, My Life 10 **6 1 2 1 3 4 3 2 8 5 2 18.5 50.0 11.1 12.5 5.9 25.0 16.7 18.8 11.1 22.9 20.8 11.8 Hang Gliding: Soar Like an Eagle 22 5 2 *10 5 5 13 *3 4 *18 9 9 40.7 41.7 22.2 62.5 29.4 41.7 54.2 18.8 22.2 51.4 37.5 52.9 Boulder Dam Bungee Bouncers 28 6 4 11 7 *10 12 *4 8 19 11 11 51.9 50.0 44.4 68.8 41.2 83.3 50.0 25.0 44.4 54.3 45.8 64.7 Out of the Clear Blue Sky 30 6 4 11 9 8 13 8 9 20 11 11 55.6 50.0 44.4 68.8 52.9 66.7 54.2 50.0 50.0 57.1 45.8 64.7 TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 11 Table 8M Side: Q8. Table of Mean Ratings for Various Feature Articles in the June Issue Base: Respondents who received the June 2001 issue of Jump Magazine and had a chance to look at it REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Saying Hello to Halo Jumping 2.2 2.4 1.8 2.5 1.9 2.5 2.3 1.6 1.8 2.3 2.0 2.5 48 Broken Bones and Still Loving It 2.3 2.4 2.0 2.1 2.6 3.1 2.3 1.8 2.3 2.4 2.6 2.2 My Rigger, My Life 2.1 2.6 1.7 2.3 1.8 2.3 2.1 2.1 2.0 2.2 2.1 2.1 Hang Gliding: Soar Like an Eagle 2.9 2.6 2.7 3.3 2.9 3.0 3.3 2.4 2.7 3.1 3.0 3.2 Boulder Dam Bungee Bouncers 3.0 2.7 3.1 3.4 2.7 3.6 3.1 2.1 2.8 3.0 2.8 3.2 Out of the Clear Blue Sky 3.2 2.8 3.0 3.5 3.2 3.3 3.2 3.0 3.3 3.1 3.0 3.4 Statistics based on the following: Read all=4, Read most=3, Read some=2, Read none=1 TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 12 Table 9M Side: Q9. Table of Mean Ratings for Various Departments REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Letters to the Predator 2.3 2.7 2.3 2.1 1.9 2.4 2.2 2.4 2.2 2.4 2.0 2.4 Competition 2.9 3.1 2.6 3.2 2.6 2.9 3.0 2.9 3.1 2.8 2.9 3.0 Wild Life 2.7 2.7 2.6 2.8 2.6 2.9 2.9 2.3 2.8 2.7 2.8 2.6 To Your Good Health 3.2 3.2 3.0 3.4 3.1 3.5 3.2 3.1 3.4 3.2 3.2 3.4 Show Offs 3.2 3.3 3.0 3.3 3.1 3.5 3.1 3.2 3.4 3.1 3.4 3.1 Only in America 2.4 2.7 2.0 2.4 2.1 2.4 2.3 2.4 2.4 2.3 2.1 2.6 Dangerous Dilemmas 2.4 2.7 2.3 2.3 2.4 2.2 2.6 2.5 2.7 2.3 2.3 2.6 Gear and Equipment 2.1 2.2 1.9 2.1 2.1 2.3 2.0 2.1 2.3 1.9 2.2 1.8 Phobia Frolics 2.7 2.7 2.9 2.7 2.5 2.5 3.0 2.4 2.8 2.6 2.6 2.7 The Survival Game 2.8 3.2 2.7 2.7 2.5 2.7 3.0 2.9 3.0 2.7 2.7 2.7 Coming Distractions 2.7 2.8 2.2 3.1 2.3 2.8 3.0 2.5 2.8 2.7 2.8 2.9 Statistics based on the following: Read all=4, Read most=3, Read some=2, Read none=1 TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 13 Table 10 Side: Q10. What is the best article you have ever read in Jump Magazine? Why do you believe this is the best? REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 100 30 20 30 20 19 45 33 43 55 43 29 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 48 Broken Bones and Still Loving It. Relates to personal experience. 1 1 1 1 1.0 - - - 5.0 - 2.2 - 2.3 - - - 90 year old woman who hang glides. I found it to be inspiring. 1 1 1 1 1 1.0 3.3 - - - 5.3 - - - 1.8 2.3 - About an older woman who jumped all over USA. 1 1 1 1 1 1.0 - 5.0 - - - - 3.0 2.3 - 2.3 - About the 90 yr old woman who jumps. I love Jump Magazine! 1 1 1 1 1 1.0 - - 3.3 - - 2.2 - 2.3 - 2.3 - Agony of the Feet. I found it informative. 1 1 1 1 1 1.0 - - 3.3 - 5.3 - - 2.3 - 2.3 - All of them. They're all great! 1 1 1 1 1 1.0 - - 3.3 - - 2.2 - 2.3 - 2.3 - An article about the man who was arrested for landing in a monastery. 1 1 1 1 1.0 3.3 - - - - 2.2 - - 1.8 - - Any article pertaining to jumping. 1 1 1 1 1 1.0 - - 3.3 - - 2.2 - - 1.8 2.3 - Any facts on fitness, equipment & exercise. 1 1 1 1 1 1.0 - - - 5.0 - 2.2 - - 1.8 - 3.4 TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 14 Table 10 (continuation) Side: Q10. What is the best article you have ever read in Jump Magazine? Why do you believe this is the best? REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 100 30 20 30 20 19 45 33 43 55 43 29 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 Anything on nutrition. 1 1 1 1 1 1.0 - - 3.3 - - 2.2 - 2.3 - 2.3 - Articles on nutrition. 1 1 1 1 1 1.0 3.3 - - - - - 3.0 2.3 - 2.3 - Articles on traveling. It gave me the desire to travel more. 1 1 1 1 1.0 3.3 - - - 5.3 - - - 1.8 - - Benefits of jumping. Started jumping and stopped taking tranquilizers. 1 1 1 1 1 1.0 3.3 - - - - - 3.0 2.3 - 2.3 - Boulder Dam Bungee Bouncers. Funny. I like crazy stunts. 1 1 1 1 1 1.0 - - - 5.0 5.3 - - 2.3 - 2.3 - Burning Calories Without Burning Your Britches. Informative and funny. 1 1 1 1 1.0 - 5.0 - - - 2.2 - 2.3 - - - Can't recall. 2 2 1 2 1 2.0 - 10.0 - - - - 3.0 - 3.6 - 3.4 Can't think of any now. 1 1 1 1 1.0 - - 3.3 - - - 3.0 - 1.8 - - Can't think of any. 1 1 1 1 1 1.0 - 5.0 - - - 2.2 - 2.3 - 2.3 - Can't think of any. But the March issue was a disappointment. 1 1 1 1 1.0 3.3 - - - - 2.2 - - 1.8 - - TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 15 Table 10 (continuation) Side: Q10. What is the best article you have ever read in Jump Magazine? Why do you believe this is the best? REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 100 30 20 30 20 19 45 33 43 55 43 29 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 Death From Above: An Airborne Experience. I like military articles. 1 1 1 1 1.0 3.3 - - - - - 3.0 - 1.8 - - Don't remember. 1 1 1 1 1.0 - - - 5.0 - 2.2 - - 1.8 - - Enjoyed article about the 90 yr old woman. It was encouraging. 1 1 1 1 1.0 3.3 - - - - 2.2 - 2.3 - - - First issue. 1 1 1 1 1 1.0 3.3 - - - - 2.2 - 2.3 - 2.3 - First issue. Don't have a favorite yet. 1 1 1 1 1.0 3.3 - - - - - 3.0 - 1.8 - - First issue. Hope to read about sky diving competition in future articles. 1 1 1 1 1.0 3.3 - - - - 2.2 - 2.3 - - - First issue. New Subscriber. 1 1 1 1 1.0 - 5.0 - - - 2.2 - - 1.8 - - First issue. New subscriber. Don't have a "best article" yet. 1 1 1 1 1.0 - - 3.3 - - 2.2 - - 1.8 - - First issue. No favorite yet. 1 1 1 1 1 1.0 - - 3.3 - 5.3 - - - 1.8 - 3.4 TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 16 Table 10 (continuation) Side: Q10. What is the best article you have ever read in Jump Magazine? Why do you believe this is the best? REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 100 30 20 30 20 19 45 33 43 55 43 29 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 Grenada: US Rangers at their Best. 1 1 1 1 1.0 - - 3.3 - - 2.2 - - 1.8 - - Health articles. Jumping is found to be very relaxing. 1 1 1 1 1.0 3.3 - - - - - 3.0 - 1.8 - - Heavy Facts About Body Fat. 1 1 1 1 1 1.0 - - 3.3 - - 2.2 - - 1.8 - 3.4 Hold the crock about 92 yr old woman. 1 1 1 1 1 1.0 3.3 - - - - - 3.0 2.3 - 2.3 - How Much Is Just Enough? 1 1 1 1 1 1.0 - - 3.3 - 5.3 - - 2.3 - 2.3 - How to start a fitness program. 1 1 1 1 1 1.0 - - - 5.0 5.3 - - - 1.8 - 3.4 I Drifted Into Communist Territory. Exciting story. 1 1 1 1 1.0 3.3 - - - - - 3.0 2.3 - - - I Lost My Goggles at 4500 Feet. Good article; I'm still shaking. 1 1 1 1 1 1.0 - - 3.3 - - - 3.0 2.3 - 2.3 - I have only received 2 issues and can't pick a favorite. 1 1 1 1 1.0 - 5.0 - - 5.3 - - - 1.8 - - TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 17 Table 10 (continuation) Side: Q10. What is the best article you have ever read in Jump Magazine? Why do you believe this is the best? REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 100 30 20 30 20 19 45 33 43 55 43 29 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 I like all travel logs. Contains beautiful scenery and travel tips. 1 1 1 1 1 1.0 3.3 - - - - - 3.0 2.3 - 2.3 - Jumping Options in Europe. Good travel advice. 1 1 1 1 1 1.0 - 5.0 - - - 2.2 - 2.3 - - 3.4 Jumping Tour of Paris. I like travel articles. 1 1 1 1 1 1.0 - - 3.3 - - 2.2 - - 1.8 - 3.4 Jumping geared towards older people. 1 1 1 1 1 1.0 - - - 5.0 - - 3.0 2.3 - 2.3 - Jumping in Egypt. The man in the article had an interesting adventure. 1 1 1 1 1 1.0 - 5.0 - - - 2.2 - - 1.8 - 3.4 Jumping in cold weather. Type of gear & equipment needed. Very helpful. 1 1 1 1 1 1.0 - - 3.3 - - 2.2 - - 1.8 - 3.4 Jumping tour in Japan. It had good mix of opinions & advice & pictures. 1 1 1 1 1 1.0 - 5.0 - - 5.3 - - 2.3 - 2.3 - Jumping with weights. When and when not to a wear them. Informative. 1 1 1 1 1 1.0 - 5.0 - - - 2.2 - - 1.8 2.3 - Kids jumping along, too! 1 1 1 1 1 1.0 - - 3.3 - 5.3 - - - 1.8 2.3 - TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 18 Table 10 (continuation) Side: Q10. What is the best article you have ever read in Jump Magazine? Why do you believe this is the best? REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 100 30 20 30 20 19 45 33 43 55 43 29 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 Likes all articles. 1 1 1 1 1 1.0 - 5.0 - - - - 3.0 - 1.8 - 3.4 My Dog's a Hang Gliding Addict. Funniest story I've ever read. 1 1 1 1 1 1.0 3.3 - - - - 2.2 - 2.3 - - 3.4 My Dog's a Hang Gliding Addict. I took my poodle and he loves it too! 1 1 1 1 1.0 3.3 - - - - 2.2 - - 1.8 - - My Rigger, My Life. Relates to personal commitment. 1 1 1 1 1 1.0 - - 3.3 - - - 3.0 2.3 - 2.3 - New York article - Core of the Big Apple. 1 1 1 1 1 1.0 - - - 5.0 - - 3.0 - 1.8 2.3 - New subscriber. First issue. 1 1 1 1 1 1.0 3.3 - - - - - 3.0 2.3 - 2.3 - New subscriber. First issue. 1 1 1 1 1 1.0 - - 3.3 - - - 3.0 - 1.8 - 3.4 None. I filled this out for my late husband. He was a jumper. 1 1 1 1 1.0 - - 3.3 - - - 3.0 2.3 - - - None. I like them all. 1 1 1 1 1.0 - - - 5.0 - 2.2 - - 1.8 - - TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 19 Table 10 (continuation) Side: Q10. What is the best article you have ever read in Jump Magazine? Why do you believe this is the best? REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 100 30 20 30 20 19 45 33 43 55 43 29 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 None. The magazine was not well organized. Very unprofessional. 1 1 1 1 1 1.0 3.3 - - - - - 3.0 - 1.8 2.3 - Not reported. 30 8 6 9 7 5 15 9 12 17 13 12 30.0 26.7 30.0 30.0 35.0 26.3 33.3 27.3 27.9 30.9 30.2 41.4 Nothing stands out. 1 1 1.0 - - - 5.0 - - - - - - - Nutrition. Because I like to eat the proper foods. 1 1 1 1 1 1.0 3.3 - - - - - 3.0 2.3 - 2.3 - On jumping equipment. I'm a retailer. It listed up-to-date equipment. 1 1 1 1 1 1.0 - - - 5.0 5.3 - - - 1.8 2.3 - Only received one issue of the magazine. Can't answer. 1 1 1 1 1.0 - - - 5.0 - - 3.0 2.3 - - - Precautious Altitudes. Very informative. I may have been killed. 1 1 1 1 1 1.0 - - 3.3 - - 2.2 - - 1.8 - 3.4 Pros & cons of different kinds of equipment for jumping. 1 1 1 1 1 1.0 - - 3.3 - - 2.2 - - 1.8 2.3 - Sky diving. I do it all the time. 1 1 1 1 1 1.0 - - 3.3 - - - 3.0 - 1.8 - 3.4 TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 20 Table 10 (continuation) Side: Q10. What is the best article you have ever read in Jump Magazine? Why do you believe this is the best? REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 100 30 20 30 20 19 45 33 43 55 43 29 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 Something about equipment. 1 1 1 1 1 1.0 - - - 5.0 - - 3.0 2.3 - 2.3 - The Adventures of Hyperborea. Very captivating. 1 1 1 1 1 1.0 - 5.0 - - 5.3 - - 2.3 - 2.3 - The Miami Motorcycle Jumpers. Showed stunts I wouldn't dream of doing. 1 1 1 1 1 1.0 - - - 5.0 5.3 - - - 1.8 2.3 - The article about the man who climbed the Sears Tower with suction cups. 1 1 1 1 1 1.0 - 5.0 - - - 2.2 - - 1.8 - 3.4 The experiences of a person jumping all over the country. Enjoyable. 1 1 1 1 1 1.0 3.3 - - - 5.3 - - 2.3 - - 3.4 Two Americans who jumped in Japan. I liked the photographs. 1 1 1 1 1 1.0 3.3 - - - - 2.2 - - 1.8 - 3.4 TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 21 Table 11 Side: Q11. What would you most like to see on the cover? REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 100 30 20 30 20 19 45 33 43 55 43 29 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 Stunts 12 6 2 4 1 3 **8 5 7 5 5 12.0 20.0 10.0 13.3 - 5.3 6.7 24.2 11.6 12.7 11.6 17.2 Person/People 3 2 1 *2 1 3 1 2 3.0 6.7 - - 5.0 10.5 2.2 - - 5.5 2.3 6.9 Breathtaking views 3 1 1 1 3 3 1 1 3.0 3.3 5.0 - 5.0 - - 9.1 - 5.5 2.3 3.4 Scenery/Landscape 2 1 1 1 1 1 1 2 2.0 - - 3.3 5.0 5.3 2.2 - 2.3 1.8 4.7 - Doesn't matter 79 21 16 25 17 15 *40 **21 36 41 33 21 79.0 70.0 80.0 83.3 85.0 78.9 88.9 63.6 83.7 74.5 76.7 72.4 Not reported 1 1 1 1 1 1.0 - 5.0 - - - - 3.0 2.3 - 2.3 - TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 22 Table 12M Side: Q12. Table of Mean Ratings for Various Article Content Statements REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- I find the articles to be the right length. 4.2 4.4 4.0 4.3 3.9 4.1 4.2 4.1 4.2 4.1 4.1 4.2 I find the articles to be lively. 4.1 4.1 4.1 4.2 3.7 4.0 4.1 4.0 4.2 3.9 4.1 4.0 I find the articles to be entertaining. 4.0 4.2 4.2 3.9 3.7 3.8 4.1 4.0 4.2 3.9 4.0 4.0 I find the articles to be informative. 4.3 4.5 4.3 4.3 4.1 4.2 4.4 4.3 4.5 4.2 4.3 4.4 I find the articles to be useful. 4.2 4.3 4.1 4.1 4.2 3.9 4.2 4.3 4.3 4.0 4.2 4.3 I find the articles to be relevant. 4.1 4.1 4.1 4.0 3.9 4.1 4.1 4.0 4.2 4.0 4.0 4.1 I find the articles captivating. 4.1 4.3 4.2 4.0 3.9 4.1 4.2 4.1 4.3 4.0 4.1 4.0 I find the articles thrilling. 3.2 3.5 3.1 3.1 2.8 3.1 3.1 3.3 3.2 3.2 3.0 3.2 Statistics based on the following: Strongly agree=5, Agree=4, Neither agree nor disagree=3, Disagree=2, Strongly disagree=1 TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 23 Table 13M Side: Q13. Table of Mean Ratings for Various Art Statements REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- I find the photos are appealing. 4.5 4.7 4.5 4.4 4.3 4.4 4.5 4.5 4.6 4.4 4.4 4.4 I find the art is appealing 4.3 4.5 4.2 4.3 4.2 4.3 4.3 4.3 4.4 4.2 4.3 4.2 I find there are not enough photos. 2.4 2.8 1.8 2.2 2.5 2.3 2.3 2.5 2.3 2.4 2.3 2.3 I find there is not enought art. 2.3 2.8 1.9 2.1 2.2 2.2 2.2 2.4 2.3 2.3 2.2 2.2 Statistics based on the following: Strongly agree=5, Agree=4, Neither agree nor disagree=3, Disagree=2, Strongly disagree=1 TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 24 Table 14 Side: Q14. Which two types of articles would you like to see more of? REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 100 30 20 30 20 19 45 33 43 55 43 29 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 Humor 65 19 15 20 11 16 *24 23 28 36 30 20 65.0 63.3 75.0 66.7 55.0 84.2 53.3 69.7 65.1 65.5 69.8 69.0 Health tips 49 13 11 14 11 6 23 18 *27 *21 22 14 49.0 43.3 55.0 46.7 55.0 31.6 51.1 54.5 62.8 38.2 51.2 48.3 Travel pieces 28 9 4 11 4 5 16 7 10 18 15 8 28.0 30.0 20.0 36.7 20.0 26.3 35.6 21.2 23.3 32.7 34.9 27.6 Training techniques 18 6 2 4 6 *7 8 3 5 13 6 7 18.0 20.0 10.0 13.3 30.0 36.8 17.8 9.1 11.6 23.6 14.0 24.1 Living in the wilderness 10 2 1 *6 1 1 3 6 7 3 7 * 10.0 6.7 5.0 20.0 5.0 5.3 6.7 18.2 16.3 5.5 16.3 - Suspense stories 7 2 3 1 1 2 3 1 2 4 2 2 7.0 6.7 15.0 3.3 5.0 10.5 6.7 3.0 4.7 7.3 4.7 6.9 Foreign stories 5 *4 1 1 2 2 1 4 1 3 5.0 13.3 - 3.3 - 5.3 4.4 6.1 2.3 7.3 2.3 10.3 Interviews 4 1 1 1 1 3 1 1 3 1 4.0 3.3 5.0 3.3 5.0 - 6.7 3.0 2.3 5.5 - 3.4 Brain teasers 3 1 2 3 1 2 3 3.0 3.3 - 6.7 - - 6.7 - 2.3 3.6 - 10.3 Other 3 1 *2 2 1 1 2 3.0 - 5.0 - 10.0 - 4.4 3.0 2.3 3.6 - - Not reported 1 1 1 1 1 1.0 3.3 - - - - - 3.0 - 1.8 2.3 - TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 25 Table 15 Side: Q15. Which two types of articles would you like to see less of? REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 100 30 20 30 20 19 45 33 43 55 43 29 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 Foreign stories 44 11 9 15 9 11 20 13 21 23 *25 11 44.0 36.7 45.0 50.0 45.0 57.9 44.4 39.4 48.8 41.8 58.1 37.9 Brain teasers 37 8 9 12 8 9 16 11 18 19 *22 10 37.0 26.7 45.0 40.0 40.0 47.4 35.6 33.3 41.9 34.5 51.2 34.5 Living in the wilderness 15 3 4 5 3 3 7 5 3 *12 5 6 15.0 10.0 20.0 16.7 15.0 15.8 15.6 15.2 7.0 21.8 11.6 20.7 Interviews 12 3 2 3 4 4 4 4 5 7 7 4 12.0 10.0 10.0 10.0 20.0 21.1 8.9 12.1 11.6 12.7 16.3 13.8 Training techniques 11 5 3 3 1 7 3 5 6 5 5 11.0 16.7 15.0 10.0 - 5.3 15.6 9.1 11.6 10.9 11.6 17.2 Travel pieces 9 5 1 1 2 2 *6 5 4 3 3 9.0 16.7 5.0 3.3 10.0 - 4.4 18.2 11.6 7.3 7.0 10.3 Suspense stories 3 2 1 1 1 1 2 1 3 3.0 - - 6.7 5.0 5.3 2.2 3.0 4.7 1.8 7.0 - Humor 3 1 2 2 1 1 2 1 1 3.0 3.3 - 6.7 - - 4.4 3.0 2.3 3.6 2.3 3.4 Health tips 2 1 1 1 1 2 1 1 2.0 3.3 5.0 - - 5.3 2.2 - - 3.6 2.3 3.4 Other 4 1 1 2 3 1 1 3 1 4.0 - 5.0 3.3 10.0 - 6.7 3.0 2.3 5.5 - 3.4 Not Reported 24 10 4 6 4 4 9 9 11 11 7 5 24.0 33.3 20.0 20.0 20.0 21.1 20.0 27.3 25.6 20.0 16.3 17.2 TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 26 Table 16 Side: Q16. Indicate your level of interest in the department "Letters to the Predator". REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 100 30 20 30 20 19 45 33 43 55 43 29 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 Most interesting 12 6 1 3 2 3 4 5 **10 **2 8 2 12.0 20.0 5.0 10.0 10.0 15.8 8.9 15.2 23.3 3.6 18.6 6.9 Interesting 24 8 6 6 4 4 9 10 9 15 9 7 24.0 26.7 30.0 20.0 20.0 21.1 20.0 30.3 20.9 27.3 20.9 24.1 Neither interesting nor uninteresting 22 5 6 5 6 4 12 6 11 11 11 4 22.0 16.7 30.0 16.7 30.0 21.1 26.7 18.2 25.6 20.0 25.6 13.8 Uninteresting 14 2 1 6 5 *6 5 3 3 11 7 6 14.0 6.7 5.0 20.0 25.0 31.6 11.1 9.1 7.0 20.0 16.3 20.7 Most uninteresting 3 1 1 1 1 1 2 1 1 3.0 3.3 - 3.3 5.0 - 2.2 3.0 - 3.6 2.3 3.4 Not reported 25 8 6 9 2 2 14 8 10 14 7 9 25.0 26.7 30.0 30.0 10.0 10.5 31.1 24.2 23.3 25.5 16.3 31.0 Base for stats 75 22 14 21 18 17 31 25 33 41 36 20 Sum of scores 253 82 49 67 55 55 103 90 125 127 124 63 Mean score 3.4 3.7 3.5 3.2 3.1 3.2 3.3 3.6 3.8 3.1 3.4 3.2 Standard deviation 1.09 1.12 .76 1.17 1.11 1.15 1.01 1.08 .99 1.02 1.13 1.14 Standard error .13 .24 .20 .25 .26 .28 .18 .22 .17 .16 .19 .25 Statistics based on the following: Most interesting=5, Interesting=4, Neither interesting nor uninteresting=3, Uninteresting=2, Most uninteresting=1 TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 27 Table 17 Side: Q17. Which of the following best describes your primary jumping activity? REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 100 30 20 30 20 19 45 33 43 55 43 29 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 Parachuting 61 17 13 20 11 10 **34 *15 23 36 25 18 61.0 56.7 65.0 66.7 55.0 52.6 75.6 45.5 53.5 65.5 58.1 62.1 Hang gliding 27 8 4 7 8 6 8 13 14 13 12 7 27.0 26.7 20.0 23.3 40.0 31.6 17.8 39.4 32.6 23.6 27.9 24.1 Halo jumping 8 4 2 2 2 1 4 3 5 4 4 8.0 13.3 10.0 6.7 - 10.5 2.2 12.1 7.0 9.1 9.3 13.8 Cliff diving 2 1 1 1 1 1 1 1 2.0 3.3 5.0 - - 5.3 2.2 - 2.3 1.8 2.3 - Team skydiving 1 1 1 1 1 1.0 - - - 5.0 - 2.2 - 2.3 - 2.3 - Not reported 1 1 1 1 1.0 - - 3.3 - - - 3.0 2.3 - - - TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 28 Table 18 Side: Q18. How often do you jump? REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 100 30 20 30 20 19 45 33 43 55 43 29 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 Daily 7 *5 1 1 2 2 3 3 4 3 1 7.0 16.7 5.0 3.3 - 10.5 4.4 9.1 7.0 7.3 7.0 3.4 Weekly 31 10 7 7 7 5 15 11 15 16 *18 6 31.0 33.3 35.0 23.3 35.0 26.3 33.3 33.3 34.9 29.1 41.9 20.7 Biweekly 5 3 1 1 1 * 3 1 3 2 1 5.0 10.0 - 3.3 5.0 5.3 - 9.1 2.3 5.5 4.7 3.4 Monthly 8 **7 1 6 2 3 5 2 3 8.0 23.3 - 3.3 - - 13.3 6.1 7.0 9.1 4.7 10.3 Bimonthly 11 1 3 5 2 2 7 2 4 7 5 4 11.0 3.3 15.0 16.7 10.0 10.5 15.6 6.1 9.3 12.7 11.6 13.8 Twice a year 18 2 3 *9 4 4 10 3 7 10 5 8 18.0 6.7 15.0 30.0 20.0 21.1 22.2 9.1 16.3 18.2 11.6 27.6 Once a year 8 **5 2 1 2 3 2 5 3 3 2 8.0 - 25.0 6.7 5.0 10.5 6.7 6.1 11.6 5.5 7.0 6.9 Very infrequently 9 1 1 2 **5 3 2 4 4 5 5 4 9.0 3.3 5.0 6.7 25.0 15.8 4.4 12.1 9.3 9.1 11.6 13.8 Never participated 3 1 2 3 1 2 3.0 3.3 - 6.7 - - - 9.1 2.3 3.6 - - Base for stats 97 29 20 28 20 19 45 30 42 53 43 29 Sum of scores 4504 2517 758 817 412 1038 1647 1789 1980 2496 2151 781 Mean score 46.4 86.8 37.9 29.2 20.6 54.6 36.6 59.6 47.2 47.1 50.0 26.9 Standard deviation 91.99 130.63 80.64 69.21 24.31 111.55 75.06 105.88 92.15 94.23 90.32 68.05 Standard error 9.34 24.26 18.03 13.08 5.44 25.59 11.19 19.33 14.22 12.94 13.77 12.64 Statistics based on number of jumps annually TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 29 Table 19 Side: Q19. After you received Jump Magazine, how much time passed before you sat down to read it? REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 100 30 20 30 20 19 45 33 43 55 43 29 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 1 week or less 32 13 4 13 *2 5 17 10 16 16 13 9 32.0 43.3 20.0 43.3 10.0 26.3 37.8 30.3 37.2 29.1 30.2 31.0 More than 1 week but less than 2 weeks 15 6 4 4 1 3 8 4 7 8 8 3 15.0 20.0 20.0 13.3 5.0 15.8 17.8 12.1 16.3 14.5 18.6 10.3 More than 2 weeks but less than 3 weeks 6 *4 1 1 1 1 4 1 5 1 3 6.0 13.3 5.0 - 5.0 5.3 2.2 12.1 2.3 9.1 2.3 10.3 More than 3 weeks but less than 4 weeks 4 1 2 1 1 2 3 * 1 4.0 3.3 10.0 - 5.0 - 2.2 6.1 7.0 - 2.3 - Not reported 43 **6 9 13 **15 10 18 13 16 26 20 14 43.0 20.0 45.0 43.3 75.0 52.6 40.0 39.4 37.2 47.3 46.5 48.3 Base for stats 57 24 11 17 5 9 27 20 27 29 23 15 Sum of scores 473 203 123 88 60 67 186 196 221 228 172 116 Mean score 8.3 8.5 11.1 5.1 11.9 7.4 6.9 9.8 8.2 7.8 7.5 7.7 Standard deviation 6.50 6.36 7.95 3.06 9.13 5.09 5.27 7.50 7.00 5.43 5.51 5.80 Standard error .86 1.30 2.40 .74 4.08 1.70 1.01 1.68 1.35 1.01 1.15 1.50 Statistics based on number of days until magazine reading TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 30 Table 20 Side: Q20. How much time do you generally spend reading Jump Magazine over the course of several weeks? REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 100 30 20 30 20 19 45 33 43 55 43 29 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 1/2 hour or less 3 2 1 1 2 2 1 1 3.0 6.7 5.0 - - - 2.2 6.1 4.7 1.8 2.3 - More than 1/2 hour but less than 1 hour 7 1 **6 3 3 1 3 4 *6 1 7.0 - 5.0 20.0 - 15.8 6.7 3.0 7.0 7.3 14.0 3.4 More than 1 hour but less than 1 1/2 hours 19 9 1 6 3 2 10 6 5 13 6 4 19.0 30.0 5.0 20.0 15.0 10.5 22.2 18.2 11.6 23.6 14.0 13.8 More than 1 1/2 hours but less than 2 hours 11 4 2 4 1 1 4 6 6 5 3 3 11.0 13.3 10.0 13.3 5.0 5.3 8.9 18.2 14.0 9.1 7.0 10.3 More than 2 hours but less than 2 1/2 hours 10 5 4 1 2 6 2 6 4 4 4 10.0 16.7 20.0 3.3 - 10.5 13.3 6.1 14.0 7.3 9.3 13.8 More than 2 1/2 hours but less than 3 hours 4 *3 1 1 1 2 2 2 2 2 4.0 10.0 5.0 - - 5.3 2.2 6.1 4.7 3.6 4.7 6.9 3 or more hours 2 1 1 2 2 1 2.0 3.3 - - 5.0 - 4.4 - 4.7 - - 3.4 Not reported 44 **6 10 13 **15 10 18 14 17 26 21 14 44.0 20.0 50.0 43.3 75.0 52.6 40.0 42.4 39.5 47.3 48.8 48.3 Base for stats 56 24 10 17 5 9 27 19 26 29 22 15 Sum of scores 89 42 18 21 9 14 45 29 45 43 32 29 Mean score 1.6 1.7 1.8 1.3 1.8 1.5 1.7 1.5 1.7 1.5 1.5 1.9 Standard deviation .71 .76 .78 .47 .87 .75 .75 .69 .82 .61 .72 .70 Standard error .10 .15 .25 .11 .39 .25 .14 .16 .16 .11 .15 .18 Statistics based on number of hours spent reading magazine TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 31 Table 21 Side: Q21. Age of respondent REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 100 30 20 30 20 19 45 33 43 55 43 29 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 25 or under 4 2 2 4 1 3 2 1 4.0 6.7 - 6.7 - 21.1 - - 2.3 5.5 4.7 3.4 26-35 15 2 3 4 *6 15 ** ** 6 9 *10 4 15.0 6.7 15.0 13.3 30.0 78.9 - - 14.0 16.4 23.3 13.8 36-45 30 7 8 10 5 ** 30 ** 11 19 9 11 30.0 23.3 40.0 33.3 25.0 - 66.7 - 25.6 34.5 20.9 37.9 46-55 15 4 4 6 1 * 15 ** 9 6 6 5 15.0 13.3 20.0 20.0 5.0 - 33.3 - 20.9 10.9 14.0 17.2 56-65 22 9 2 6 5 * ** 22 10 12 9 6 22.0 30.0 10.0 20.0 25.0 - - 66.7 23.3 21.8 20.9 20.7 Over 65 11 6 2 1 2 ** 11 6 5 7 1 11.0 20.0 10.0 3.3 10.0 - - 33.3 14.0 9.1 16.3 3.4 Not reported 3 1 1 1 1 1 3.0 - 5.0 3.3 5.0 - - - - 1.8 - 3.4 Base for stats 97 30 19 29 19 19 45 33 43 54 43 28 Sum of scores 4611 1551 879 1303 879 538 1973 2101 2128 2483 2047 1273 Mean score 47.5 51.7 46.2 44.9 46.2 28.3 43.8 63.7 49.5 46.0 47.6 45.5 Standard deviation 13.79 14.97 12.05 12.74 14.56 4.40 4.77 4.55 13.51 13.93 15.40 12.02 Standard error 1.40 2.73 2.77 2.36 3.34 1.01 .71 .79 2.06 1.90 2.35 2.27 TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 32 Table 22 Side: Q22. Level of education of respondent REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 100 30 20 30 20 19 45 33 43 55 43 29 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 Primary school only 2 1 1 2 2 2 2.0 3.3 5.0 - - - - 6.1 4.7 - 4.7 - Some high school 3 1 1 1 3 3 2 3.0 3.3 5.0 - 5.0 - - 9.1 7.0 - 4.7 - High school graduate 21 **1 **9 7 4 4 12 5 21 ** **15 3 21.0 3.3 45.0 23.3 20.0 21.1 26.7 15.2 48.8 - 34.9 10.3 Some college 17 **10 1 4 2 3 8 6 17 ** 9 2 17.0 33.3 5.0 13.3 10.0 15.8 17.8 18.2 39.5 - 20.9 6.9 College graduate 27 10 4 6 7 *9 11 7 ** 27 10 8 27.0 33.3 20.0 20.0 35.0 47.4 24.4 21.2 - 49.1 23.3 27.6 Some post-graduate or professional school 9 1 2 *6 1 6 2 ** 9 *1 *6 9.0 3.3 10.0 20.0 - 5.3 13.3 6.1 - 16.4 2.3 20.7 Post-graduate or professional school graduate 19 6 2 6 5 2 8 8 ** 19 *4 *10 19.0 20.0 10.0 20.0 25.0 10.5 17.8 24.2 - 34.5 9.3 34.5 Not reported 2 1 1 2.0 - - 3.3 5.0 - - - - - - - TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 33 Table 23 Side: Q23. Marital status of respondent REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 100 30 20 30 20 19 45 33 43 55 43 29 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 Married 69 19 16 20 14 12 34 21 32 36 26 24 69.0 63.3 80.0 66.7 70.0 63.2 75.6 63.6 74.4 65.5 60.5 82.8 Single 12 3 **8 1 **6 3 3 2 *10 7 2 12.0 10.0 - 26.7 5.0 31.6 6.7 9.1 4.7 18.2 16.3 6.9 Widowed 4 1 1 1 1 4 4 * 3 4.0 3.3 5.0 3.3 5.0 - - 12.1 9.3 - 7.0 - Separated 1 1 1 1 1 1.0 3.3 - - - - 2.2 - 2.3 - 2.3 - Divorced 13 6 3 1 3 1 7 5 4 9 6 3 13.0 20.0 15.0 3.3 15.0 5.3 15.6 15.2 9.3 16.4 14.0 10.3 Not reported 1 1 1.0 - - - 5.0 - - - - - - - TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 34 Table 24 Side: Q24. Occupation of respondent REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 100 30 20 30 20 19 45 33 43 55 43 29 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 Professional 36 10 7 13 6 *11 15 9 **5 **31 12 *15 36.0 33.3 35.0 43.3 30.0 57.9 33.3 27.3 11.6 56.4 27.9 51.7 Homemaker 16 **10 3 ** 3 2 8 6 10 6 *3 3 16.0 33.3 15.0 - 15.0 10.5 17.8 18.2 23.3 10.9 7.0 10.3 Retired 14 5 2 4 3 *2 **12 *10 *4 **12 1 14.0 16.7 10.0 13.3 15.0 - 4.4 36.4 23.3 7.3 27.9 3.4 Managerial 10 1 3 2 4 2 7 1 2 8 4 5 10.0 3.3 15.0 6.7 20.0 10.5 15.6 3.0 4.7 14.5 9.3 17.2 Clerical 7 2 2 3 *6 1 *6 *1 4 1 7.0 6.7 10.0 10.0 - - 13.3 3.0 14.0 1.8 9.3 3.4 Manual 5 1 2 2 1 3 1 4 1 3 1 5.0 - 5.0 6.7 10.0 5.3 6.7 3.0 9.3 1.8 7.0 3.4 Technical 4 1 1 2 4 3 1 1 2 4.0 3.3 5.0 6.7 - - 8.9 - 7.0 1.8 2.3 6.9 Other 6 1 1 3 1 *3 * 3 3 3 4 1 6.0 3.3 5.0 10.0 5.0 15.8 - 9.1 7.0 5.5 9.3 3.4 Not reported 2 1 1 2.0 - - 3.3 5.0 - - - - - - - TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 35 Table 25 Side: Q25. Yearly income of respondent REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 100 30 20 30 20 19 45 33 43 55 43 29 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 < $25,000 17 6 4 3 4 4 **2 **11 *12 *5 17 ** 17.0 20.0 20.0 10.0 20.0 21.1 4.4 33.3 27.9 9.1 39.5 - $25,001-35,000 12 3 1 6 2 1 6 5 8 4 12 * 12.0 10.0 5.0 20.0 10.0 5.3 13.3 15.2 18.6 7.3 27.9 - $35,001-45,000 14 2 4 6 2 **7 7 ** 8 6 14 * 14.0 6.7 20.0 20.0 10.0 36.8 15.6 - 18.6 10.9 32.6 - $45,001-55,000 9 4 1 3 1 1 6 2 4 5 ** 9 9.0 13.3 5.0 10.0 5.0 5.3 13.3 6.1 9.3 9.1 - 31.0 $55,001-65,000 7 3 2 2 1 4 2 1 6 * 7 7.0 10.0 10.0 6.7 - 5.3 8.9 6.1 2.3 10.9 - 24.1 $65,001-75,000 5 1 1 2 1 2 2 * 5 * 5 5.0 3.3 5.0 6.7 5.0 - 4.4 6.1 - 9.1 - 17.2 $75,000 + 8 1 3 *4 3 4 1 * 8 * 8 8.0 - 5.0 10.0 20.0 15.8 8.9 3.0 - 14.5 - 27.6 Not reported 28 11 6 5 6 2 14 10 10 16 ** ** 28.0 36.7 30.0 16.7 30.0 10.5 31.1 30.3 23.3 29.1 - - Base for stats 72 19 14 25 14 17 31 23 33 39 43 29 Sum of scores 3200 740 600 1160 700 770 1540 820 1060 2140 1260 1940 Mean score 44.4 38.9 42.9 46.4 50.0 45.3 49.7 35.7 32.1 54.9 29.3 66.9 Standard deviation 22.13 16.96 21.28 21.58 29.61 24.01 20.41 21.07 11.66 23.61 8.56 16.06 Standard error 2.61 3.89 5.69 4.32 7.91 5.82 3.67 4.39 2.03 3.78 1.31 2.98 Statistics based on income in $1000 TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 36 Table 26 Side: Q26. How long have you been a subscriber to Jump Magazine? REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 100 30 20 30 20 19 45 33 43 55 43 29 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 01 10 4 1 4 1 1 4 4 3 6 2 3 10.0 13.3 5.0 13.3 5.0 5.3 8.9 12.1 7.0 10.9 4.7 10.3 02 4 1 **3 1 2 1 3 1 2 1 4.0 3.3 - - 15.0 5.3 4.4 3.0 7.0 1.8 4.7 3.4 03 5 2 1 1 1 1 3 1 2 3 * 2 5.0 6.7 5.0 3.3 5.0 5.3 6.7 3.0 4.7 5.5 - 6.9 04 8 2 3 2 1 2 5 1 4 4 4 2 8.0 6.7 15.0 6.7 5.0 10.5 11.1 3.0 9.3 7.3 9.3 6.9 05 2 1 1 1 1 1 1 1 2.0 3.3 - - 5.0 5.3 2.2 - 2.3 1.8 2.3 - 06 13 4 5 2 2 1 6 5 3 9 3 5 13.0 13.3 25.0 6.7 10.0 5.3 13.3 15.2 7.0 16.4 7.0 17.2 08 7 1 2 3 1 1 4 2 *6 *1 3 2 7.0 3.3 10.0 10.0 5.0 5.3 8.9 6.1 14.0 1.8 7.0 6.9 09 2 2 1 1 2 1 2.0 - - 6.7 - - 2.2 3.0 - 3.6 - 3.4 12 36 9 6 14 7 8 16 12 15 21 **22 9 36.0 30.0 30.0 46.7 35.0 42.1 35.6 36.4 34.9 38.2 51.2 31.0 14 1 1 1 1 1 1.0 3.3 - - - - - 3.0 2.3 - 2.3 - 18 6 2 1 1 2 2 1 2 3 3 2 3 6.0 6.7 5.0 3.3 10.0 10.5 2.2 6.1 7.0 5.5 4.7 10.3 24 6 3 1 1 1 1 2 3 2 4 3 1 6.0 10.0 5.0 3.3 5.0 5.3 4.4 9.1 4.7 7.3 7.0 3.4 Median 9.00 10.00 7.00 11.57 10.00 11.69 7.88 11.63 8.42 11.52 11.80 8.25 Base for stats 100 30 20 30 20 19 45 33 43 55 43 29 Sum of scores 925 287 176 279 183 189 377 334 398 520 455 260 Mean score 9.3 9.6 8.8 9.3 9.2 9.9 8.4 10.1 9.3 9.5 10.6 9.0 Standard deviation 5.99 6.98 5.53 5.23 6.31 6.09 5.47 6.47 5.79 6.18 5.62 5.85 Standard error .60 1.27 1.24 .95 1.41 1.40 .82 1.13 .88 .83 .86 1.09 t-tests .31 -.40 .06 -.08 .56 -1.34 .98 .01 .38 1.98 -.31 Probability .7536 .6916 .9533 .9363 .5791 .1827 .3296 .9933 .7061 .0503 .7594 t-tests done between each column and its difference from Total Column TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 37 Table 26A Side: Q26. How long have you been a subscriber to Jump Magazine? REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 100 30 20 30 20 19 45 33 43 55 43 29 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 Base for stats 100 30 20 30 20 19 45 33 43 55 43 29 Sum of scores 925 287 176 279 183 189 377 334 398 520 455 260 Mean score 9.3 9.6 8.8 9.3 9.2 9.9 8.4 10.1 9.3 9.5 10.6 9.0 Standard deviation 5.99 6.98 5.53 5.23 6.31 6.09 5.47 6.47 5.79 6.18 5.62 5.85 Standard error .60 1.27 1.24 .95 1.41 1.40 .82 1.13 .88 .83 .86 1.09 F-tests .07 .97 .03 1.39 Probability .9777 .3840 .8713 .2430 F-tests done between each column within its Header Group TabsML tables exported from MERLIN Jump Magazine Usage/Awareness Study -- June, 2001 Page 38 Table 26B Side: Q26. How long have you been a subscriber to Jump Magazine? REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 100 30 20 30 20 19 45 33 43 55 43 29 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 Base for stats 100 30 20 30 20 19 45 33 43 55 43 29 Sum of scores 925 287 176 279 183 189 377 334 398 520 455 260 Mean score 9.3 9.6 8.8 9.3 9.2 9.9 8.4 10.1 9.3 9.5 10.6 9.0 Standard deviation 5.99 6.98 5.53 5.23 6.31 6.09 5.47 6.47 5.79 6.18 5.62 5.85 Standard error .60 1.27 1.24 .95 1.41 1.40 .82 1.13 .88 .83 .86 1.09 t-tests REGION West Coast ----- - -.4 -.2 -.2 .2 -.8 .3 -.2 -.1 .7 -.4 South ----- .4 - .3 .2 .6 -.3 .8 .3 .4 1.2 .1 Mid West ---- .2 -.3 - -.1 .4 -.7 .6 -.0 .1 1.0 -.2 Mid Atlantic -------- .2 -.2 .1 - .4 -.5 .5 .1 .2 .9 -.1 AGE -35 --- -.2 -.6 -.4 -.4 - -1.0 .1 -.4 -.3 .4 -.6 36-55 ----- .8 .3 .7 .5 1.0 - 1.3 .7 .9 1.9 .4 56+ --- -.3 -.8 -.6 -.5 -.1 -1.3 - -.6 -.5 .3 -.7 EDUCATION -Coll. Grad. ----- .2 -.3 .0 -.1 .4 -.7 .6 - .2 1.1 -.2 Coll. Grad.+ ------ .1 -.4 -.1 -.2 .3 -.9 .5 -.2 - .9 -.4 INCOME -$45K ----- -.7 -1.2 -1.0 -.9 -.4 -1.9 -.3 -1.1 -.9 - -1.2 $45K+ ----- .4 -.1 .2 .1 .6 -.4 .7 .2 .4 1.2 - Jump Magazine Usage/Awareness Study -- June, 2001 Page 39 Table 27 Side: Q27. What is the likelihood of renewing your subscription? REGION AGE EDUCATION INCOME -------------------------------- ----------------------- --------------- --------------- West Mid Mid -Coll. Coll. Total Coast South West Atlantic -35 36-55 56+ Grad. Grad.+ -$45K $45K+ ----- ----- ----- ---- -------- --- ----- --- ----- ------ ----- ----- Total 100 30 20 30 20 19 45 33 43 55 43 29 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 Most likely 32 12 6 9 5 5 13 13 15 17 15 10 32.0 40.0 30.0 30.0 25.0 26.3 28.9 39.4 34.9 30.9 34.9 34.5 Likely 19 7 5 4 3 5 9 5 7 12 10 5 19.0 23.3 25.0 13.3 15.0 26.3 20.0 15.2 16.3 21.8 23.3 17.2 Neither likely nor unlikely 14 2 * **9 3 4 8 2 5 9 5 *8 14.0 6.7 - 30.0 15.0 21.1 17.8 6.1 11.6 16.4 11.6 27.6 Unlikely 5 1 1 *3 *3 * 2 2 3 4 1 5.0 3.3 - 3.3 15.0 15.8 - 6.1 4.7 5.5 9.3 3.4 Most unlikely 10 3 2 2 3 4 5 5 4 4 * 10.0 10.0 10.0 6.7 15.0 - 8.9 15.2 11.6 7.3 9.3 - Not reported 20 5 7 5 3 2 11 6 9 10 5 5 20.0 16.7 35.0 16.7 15.0 10.5 24.4 18.2 20.9 18.2 11.6 17.2 Base for stats 80 25 13 25 17 17 34 27 34 45 38 24 Sum of scores 5450 1850 975 1675 950 1150 2375 1825 2325 3125 2600 1800 Mean score 68.1 74.0 75.0 67.0 55.9 67.6 69.9 67.6 68.4 69.4 68.4 75.0 Standard deviation 34.44 34.22 35.36 31.22 38.05 27.62 32.44 39.72 36.57 31.93 34.23 24.45 Standard error 3.85 6.84 9.81 6.24 9.23 6.70 5.56 7.64 6.27 4.76 5.55 4.99 Most likely=100%, Likely=75%, Neither likely nor unlikely=50%, Unlikely=25%, Most unlikely=0% TabsML tables exported from MERLIN END OF PRINT