In a study conducted for the Newspaper Association of America, Mediamark Research Inc. found that affluent adults (adults with an annual household income of over $75,000) have a propensity to read two sections of the Sunday newspaper more heavily than other income brackets - the Business and Finance section and the Travel section. While the Main News section has a strong readership in this defined income category, it is not out of line with the readership of other income levels at 74% readership for an income level of $75k+ versus 64% for the under $30k income level. In contrast, readership in the Business and Finance section of the newspaper is twice as high for the $75k+ income segment as it is for the under $30k income segment. Similarly, those in the $75k+ income segment are more than twice as likely to read the Travel section. Advertisers using newspaper ROP to target affluent adults should take notice of these study results and expand testing of ROP advertising into these two sections of the Sunday paper in addition to advertising in the Main News section. For more information on newspaper advertising, please visit our Newspaper FAQ page.