URBAN MARKET PROFILE

Urban buying power is estimated to be more than $1,140,000,000,000.00 (trillion dollars) in 2004 doubling over the past ten years in America.
The Urban buyers are America’s most important untapped markets.

If your goal is net gain, then tapping into America’s own “emerging market – the Urban buyers is the efficient way to achieve that end branding to a massive heretofore untapped market.

How to reach this vast untapped market?

• Through Houston’s Urban weekly publication – Houston Style Magazine – which is based in the Urban community, for and about the Urban community – a publication in which Houston’s Urban consumers know intimately.
• Houston’s African-American population ranks 1st in Texas and 8th in the U.S.¦ URBAN MARKET TRENDS
• Of African-Americans 18-35, 70% will spend more to “get the best”.
• Today’s Urban consumer has more discretionary income, is more computer literate and print media savvy then any other generation of Urban consumers before them.
• Today’s Urban consumers typically spend a higher-than-average proportion of their household income in such key areas as entertainment, fast-food, computers, household items, personal care products and services, apparel, automobiles, business travel and vacations. (i.e.…which is in excess of their white counterparts)
• The most effective media penetration for today’s Urban consumers are print campaigns that include marketing strategies that are methodical and that are specifically aimed at the Urban consumer.

THE PAYOFF:
A higher yield and a higher return on investments in target marketing, than in investments in traditional advertising that attempt to reach the Urban consumers only through mass marketing (i.e. national media).

( SOURCE: New Markets: Untapped Retail Buying Power In America’s Inner Cities, HUD, July 1999 and Source Book of Multicutrual Experts, 2003)

DEMOGRAPHICS

• Houston Style Magazine provides an educated Urban view inside the worlds of celebrity, business, fashion, beauty, health, travel, transportation, culinary, real estate, arts, cultural and entertainemnt.
• Houston Style Magazine is the only Urban focused publication that speaks the language of Houston’s Urban community.
• Houston Style Magazine provides the alternative to community newspapers that are “hard news” formatted. Each week we deliver cutting edge Urban information.
• Houston Style Magazine is the contemporary choice for Urban readers between the ages of 18 and 39 years old.
• Houston Style Magazine’s goal is to focus on the positive contributions in the local communities and to enhance and uplift the images of Urban America by saluting their achievements in print.
• Houston Style Magazine well defined readership allows us to keep our finger on the pulse of the Urban community. This intimate connection allows us to ‘feel’ the Urban rythym in the nations 4th largest consumer market.
• In sixteen uninterrupted years of successful publishing, Houston Style Magazine has become Houston’s premiere Urban weekly news source.
• Only 25% of African-Americans receive a daily newspaper, however a robust 60% of the African-American community read their black owned weekly newspaper.

READER PROFILE

Houston Style Magazine’s readers are active, well read, trendsetters and style weavers of the world. Houston Style Magazine provides a true insider’s view of the most influential people in and beyond the greater Houston metropolitan ‘ area. Houston Style Magazine’s readers possess enormous untapped buying power.

Sex

Male………………………………………………………………… 41.4%

Female…………………………………………………………….. 58.6%

Age

18-21………………………………………………………………. 12.9%

21-25………………………………………………………………. 34.2%

25-34………………………………………………………………. 30.8%

35-39………………………………………………………………. 16.6%

Median Age…………………………………………………………25 years old.

Household Income

$15,000-$29,999………………………………………………… 16.9%

$30,000-$44,999………………………………………………… 11.6%

$45,000-$59,999………………………………………………… 39.5%

$60,000-$74,999………………………………………………… 32.1%

Median Income……………………………………………………$54,999.50

Education Status

High School………………………………………………………. 21%

Trade School……………………………………………………… 11%

Some College…………………………………………………….. 32%

College Graduate……………………………………,…………… 36%