Appendix A5: Periodicals

Table A5-1 Periodicals Received Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)



Periodicals	1987	2009	2010

Percent of Periodicals which are sent to Households	75.3	72.5	72.3

Pieces per household per week	1.69	0.99	0.90

Base: RPW Total Periodicals
* 2008 data varies from the 2008 report due to a change in RPW Numbers

Table A5-2 Periodicals -- Type of Publication Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)



Type of Publication	Percentage Received			Pieces Per Household Per Week
	Percentage Received			Pieces Per Household Per Week
	1987	2009	2010	1987	2009	2010
Newspapers:
Daily Newspaper	8.5	4.9	3.4	0.19	0.06	0.04
Weekly Newspaper	13.4	9.5	7.8	0.30	0.12	0.09
Other Newspaper	4.9	2.2	2.4	0.11	0.03	0.03
Total Newspapers	26.8	16.7	13.6	0.60	0.22	0.16
Magazines:
Weekly Magazine	11.1	10.8	11.4	0.25	0.14	0.14
Monthly Magazine	27.2	35.8	36.9	0.61	0.47	0.44
Other Magazine	4.4	7.0	8.4	0.10	0.09	0.10
Total Magazines	42.7	53.6	56.7	0.96	0.70	0.67
Other Periodical	3.1	1.3	1.4	0.07	0.02	0.02
Don't Know/No Answer	2.7	0.9	0.7	0.06	0.01	0.01
Total Periodicals Received by Households	75.3	72.5	72.3	1.69	0.95	0.86
Total Periodicals Received by Non-Households	26.7	27.5	27.7	-	-	-
Base: RPW Total Periodicals
Note: Totals may not sum to 100 due to rounding.

Table A5-3 Periodical Demographics -- Pieces Received Per Household Per Week Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Income	1987	2009	2010	Employment of Head of Household¹	1987	2009	2010
< $7K	0.6	0.2	0.3	White collar professional	2.2	1.1	1.0
$ 7K - $9.9K	1.1	0.5	0.4	White collar sales/clerical	1.5	0.7	0.7
$ 10K - $14.9K	1.2	0.5	0.5	Blue collar craftsmen/mechanic	1.2	0.8	0.8
$ 15K - $19.9K	1.3	0.6	0.4	Service Worker	1.2	0.6	0.5
$ 20K - $24.9K	1.4	0.8	0.8	Other employed	1.1	0.9	0.8
$ 25K - $29.9K	1.8	0.8	0.7	Homemaker	1.7	0.9	0.9
$ 30K - $34.9K	1.9	0.8	0.7	Student 1	1.4	0.4	0.6
$ 35K - $49.9K	2.1	0.7	0.8	Retired	1.9	1.3	1.1
$ 50K - $64.9K	2.1	1.0	0.9	Other not employed 1	0.4	0.3	0.9
$ 65K - Over	3.6	1.3	1.2	Type of Dwelling	1987	2009	2010
Age of Head of Household	1987	2009	2010	Single-family house	2.0	1.1	1.1
18 - 24	0.6	0.5	0.4	Multi-family	1.0	0.6	0.6
25 - 34	1.2	0.6	0.6	Mobile house	1.1	0.7	0.4
35 - 44	1.8	0.8	0.8	Number of Adults	1987	2009	2010
45 - 54	2.0	1.0	0.9	1	1.1	0.7	0.6
55 - 64	2.3	1.2	1.1	2	1.8	1.1	1.0
65 - 69	1.9	1.3	1.3	3	2.1	1.1	0.9
70 - 74	1.9	1.3	1.2	4+	2.1	1.1	1.2
75+	1.9	1.4	1.1
Education of Head of Household	1987	2009	2010
< 8th grade	1.2	0.6	0.6
Some High School	1.2	0.5	0.6
High School	1.4	0.9	0.7
Some College	1.6	0.9	0.9
Technical School	1.6	0.9	1.0
College	2.2	1.3	1.1
Post graduate	3.4	1.5	1.4
Type of Household	1987	2009	2010
One-person household	1.1	0.7	0.6
Male	1.0	0.8	0.5
Female	1.2	0.7	0.7
One adult + minors	0.9	0.6	0.3
Male	0.6	1.1	0.5
Female	0.9	0.5	0.3
More Than One Adult	1987	2009	2010
Without Children	2.1	1.2	1.1
One-earner	2.0	1.1	1.1
Two-earner	2.1	1.1	1.0
With Children	1.7	0.9	0.9
One-earner	1.6	0.8	1.0
Two-earner	1.9	1.0	1.0
Note: 2009 and 2010 Estimates for Income Levels $25K-$29.9K are identical to those in $30K-$34.9K since categories used to collect data only included $25K-$34.9K.
¹Revised from Employment of Respondent to Employment of Head of Household.

Table A5-4 Periodical Mail -- Type of Subscription Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)



Type of Subscription	Percentage of Total Periodicals
	Percentage of Total Periodicals
	1987	2009	2010
Paid (ordered)	49.4	46.6	44.8
Free (ordered)	4.4	6.5	6.4
Gift (from friend or relative)	3.5	4.0	4.7
Free - Came w/ membership	10.2	11.4	12.1
Other	2.6	0.7	0.7
Don't know/No answer	5.3	6.6	7.2
�� Total Mail Received by Households	75.3	75.8	76.0
Base: RPW Total Periodicals

Table A5-5 Periodicals -- Source of Publications Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)



Source of Publication	Percent of Total Periodicals			Pieces Per Household Per Week
	Percent of Total Periodicals			Pieces Per Household Per Week
	1987	2009	2010	1987	2009	2010
Religious/Educational	9.1	6.8	6.1	0.21	0.09	0.07
Veterans	0.9	0.6	0.5	0.02	0.01	0.01
Charitable	0.9	0.5	0.6	0.02	0.01	0.01
Union/Professional	7.8	7.9	8.5	0.18	0.10	0.10
�� Total "Nonprofit"	18.7	15.7	15.7	0.43	0.21	0.19
Other (Commercial, Professional Org)	53.5	59.1	59.2	1.20	0.77	0.70
Don't know/No answer	3.2	0.9	1.1	0.07	0.01	0.01
Percent of All Periodicals	75.3	75.8	76.0	1.69	0.99	0.90
Received by Households	75.3	75.8	76.0	1.69	0.99	0.90
Base: RPW Total Periodicals

Table A5-6 Periodicals -- Type and Source of Mail Received by Households� (Percentage of Subscription Type by Source) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Subscription Type	Union/ Professional			Religious/ Educational			Veterans
	Union/ Professional			Religious/ Educational			Veterans
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Paid (ordered)	8.3	4.9	5.6	7.9	6.5	6.8	0.5	0.3	0.3
Free (ordered)	21.7	16.2	12.2	25.6	11.5	10.1	4.4	0.5	0.6
Gift (from friend or relative)	4.0	0.5	3.0	18.1	8.4	14.2	0.5	0.0	0.0
Other	19.1	10.1	7.8	22.7	13.6	7.5	2.3	5.0	0.0
Free - Came w/ membership	21.1	35.0	38.9	16.0	14.2	9.1	1.9	3.0	2.6

Subscription Type	Charitable			Other			Don't Know/ No Answer
	Charitable			Other			Don't Know/ No Answer
	1987	2009	2010	1987	2009	2010	1987	2009	2010
Paid (ordered)	0.5	0.3	0.4	81.1	86.8	86.2	1.7	1.1	0.8
Free (ordered)	2.8	0.2	1.5	44.1	71.0	75.0	1.4	0.6	0.7
Gift (from friend or relative)	1.4	0.0	0.7	73.4	90.6	81.4	2.6	0.5	0.7
Other	2.6	1.3	1.3	50.7	69.1	83.4	2.7	1.0	0.0
Free - Came w/ membership	6.2	2.3	2.2	54.8	45.5	47.0	0.0	0.1	0.1
Note: Percentages are row percentages within each subscription type.

Table A5-7 Periodicals -- Satisfaction With Delivery (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)




Time of Arrival	Percentage of Pieces
Time of Arrival	1987	2009	2010
Arrived earlier than expected	5.0	4.5	5.0
Arrived on day expected	40.9	33.7	31.4
Was not expected to arrive on any special day	43.9	49.7	51.1
Arrived later than expected	3.8	2.6	2.7
Don't Know/No answer	6.5	9.6	9.8
Total	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.

Table A5-8 Periodicals -- Need for Delivery (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)




Delivery	1987	2009	2010
Delivery	1987	2009	2010
Could arrive a day later	40.2	27.8	29.0
Comes on proper day	19.5	20.6	17.0
No regular day	9.0	17.0	17.7
Regular day is too late	0.9	0.6	0.7
Day doesn't matter	22.7	24.3	25.9
Other need	0.4	0.2	0.1
Don't know/No answer	7.2	9.6	9.7
Total	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.

Table A5-9 Periodicals -- Satisfaction With Delivery by Postal Region (Percent of Pieces Received by Households) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)





Satisfaction with Delivery	Northeast			Eastern			Southern			Central			Western
Satisfaction with Delivery	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
On time/earlier	50.2	39.8	40.8	45.6	39.8	35.2	41.4	34.6	0.0	50.7	44.7	34.4	40.5	31.1	35.1
Not expected on any special day	40.1	49.0	47.0	43.2	46.7	52.1	45.0	54.8	0.0	42.7	41.2	54.7	48.2	57.4	50.6
Arrived later than expected	3.4	2.0	2.1	5.5	2.8	3.0	3.6	2.7	0.0	2.2	2.3	2.5	4.7	3.2	2.9
Don't know/No answer	6.4	9.3	10.1	5.7	10.7	9.7	9.9	8.0	0.0	4.3	11.8	8.4	6.7	8.4	11.4
Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	0.0	100.0	100.0	100.0	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.

Table A5-10 Periodicals -- Households' Need for Delivery by Postal Region (Percentage of Pieces) Postal Fiscal Years 1987, 2009 and 2010 (Diary Data)


Satisfaction with Delivery	Northeast			Eastern			Southern			Central			Western
Satisfaction with Delivery	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010	1987	2009	2010
Could arrive a day later	42.6	32.0	30.6	40.9	30.7	28.2	42.6	27.0	0.0	37.1	24.8	29.2	39.3	28.5	29.6
Comes on proper day	18.5	19.8	18.5	21.4	21.0	17.0	15.1	18.3	0.0	25.6	27.3	17.0	15.1	14.0	12.2
No regular day	10.1	16.5	14.8	7.0	13.2	19.3	9.2	17.6	0.0	8.0	14.0	16.7	11.2	22.4	16.6
Regular day is too late	0.2	0.4	0.2	2.2	0.2	0.9	0.9	0.7	0.0	0.5	0.5	0.7	0.9	0.8	0.5
Day doesn't matter	20.7	22.4	25.7	21.8	24.3	25.0	22.0	28.2	0.0	23.7	21.2	28.2	24.7	25.6	28.7
Other Need/Don't know/No answer	7.9	8.9	10.1	6.7	10.7	9.6	10.2	8.2	0.0	5.1	12.0	8.2	8.8	8.8	12.4
Total	100.0	100.0	100.0	100.0	100.0	100.0	100.0	100.0	0.0	100.0	100.0	100.0	100.0	100.0	100.0
Note: Totals may not sum to 100 due to rounding.