National Press Release

WESTLAKE VILLAGE, Calif., Feb. 3 /PRNewswire/ -- Magazine readership patterns among drivers of compact premium crossover utility vehicles(1) (CUVs) have shifted notably since 2008, with the largest changes occurring in parenting and science/technology magazine readership, according to the J.D. Power and Associates 2009 Power Auto Offline Media Report(SM)--Winter Edition.

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The report measures media viewing and readership habits of new-vehicle drivers, focusing primarily on magazine readership and also including television viewing, radio listening, Internet usage and newspaper readership. The study also examines consumer opinions and attitudes regarding vehicle ownership. The report is designed to identify media channels and publications that most effectively target desirable advertising audiences in terms of reach and scope.

New-vehicle sales in the compact premium crossover utility vehicle segment have demonstrated strong growth in recent years. In addition, compact premium CUV drivers tend to have considerably higher average household incomes than the average new vehicle driver ($151,000 vs. $86,000), and are also more likely to be female or of Asian descent. These vehicle drivers also tend to be prodigious readers of magazines, reading nearly 15 magazine issues within a four-month period, on average, compared with an average of 10 magazine issues read by the average new-vehicle driver during the same timeframe.

The report finds that readership of parenting/child-rearing magazines has increased by 66 percent since 2008 among drivers of new compact premium crossover utility vehicles. Among this same segment of drivers, readership of science/technology periodicals and regionally focused magazines has also increased substantially in 2009, compared with 2008--by 41 percent and 40 percent, respectively.

"Given the popularity of compact premium crossover utility vehicles, understanding the magazine readership preferences of drivers of this type of vehicle provides insight into an influential and very desirable class of consumers," said Jon Osborn, research director at J.D. Power and Associates. "Drivers of compact premium CUVs tend to have higher incomes--and presumably more discretionary income--than drivers of other types of vehicles, and they also read printed media on a more frequent basis. Marketers and advertisers who wish to target this group of drivers would be well served by placing messages in magazines that are of particular interest to them. "

The report also finds that new-vehicle drivers who are very frequent readers of magazines--reading at least 16 unique magazines within a six-month period--are also heavy consumers of other types of media, including cable television and Internet radio. These drivers are also more likely to post online reviews and comments than the average new-vehicle driver.

"By targeting those new-vehicle drivers who turn to a myriad of media channels to receive their information, marketers can also spread their messages through consumer-generated content on Web sites," said Osborn. "Consumers who post and refer to online product and service reviews are heavily influenced by peer reviews and opinions, which can be a novel way for brands to gain exposure. However, brands run the risk of incurring negative comments if they fail to meet customer expectations, so it is particularly important that they focus on providing excellent products and service, particularly in these tough economic times in which consumers are increasingly critical."

The 2009 Power Auto Offline Media Report--Winter Edition is based on responses from 40,499 principal drivers of new cars and trucks who acquired their new vehicle within the past two years. The study was fielded between April and November 2008.

About J.D. Power and Associates

Headquartered in Westlake Village, Calif., J.D. Power and Associates is a global marketing information services firm operating in key business sectors including market research, forecasting, performance improvement, training and customer satisfaction. The firm's quality and satisfaction measurements are based on responses from millions of consumers annually. For more information on car reviews and ratings, car insurance, health insurance, cell phone ratings, and more, please visit JDPower.com. J.D. Power and Associates is a business unit of The McGraw-Hill Companies.

About The McGraw-Hill Companies

Founded in 1888, The McGraw-Hill Companies (NYSE: MHP) is a leading global information services provider meeting worldwide needs in the financial services, education and business information markets through leading brands such as Standard & Poor's, McGraw-Hill Education, BusinessWeek and J.D. Power and Associates. The Corporation has more than 280 offices in 40 countries. Sales in 2008 were $6.4 billion. Additional information is available at http://www.mcgraw-hill.com.

J.D. Power and Associates Media Relations Contacts:

Syvetril Perryman; Westlake Village, Calif.; (805) 418-8103; media.relations@jdpa.com

No advertising or other promotional use can be made of the information in this release without the express prior written consent of J.D. Power and Associates. www.jdpower.com/corporate

(1) Vehicle models in the compact premium crossover utility vehicle segment include: Acura RDX, BMW X3, Infiniti EX and Land Rover LR2.

SOURCE J.D. Power and Associates