World Journal Brian Ho

world.gif (3138 bytes)
Tel: 408-286-4955
Fax: 408-287-2484
E-mail: info@htmlcom.com

Dear Advertisers:

With a circulation about 65,000 copies in the Northern California area alone, and 350,000 in the entire U.S., the World Journal is the largest Chinese Daily Newspaper across the country.

With more than 60 pages published every day, the World Journal is distributed through thousands of news stands, bookstores, groceries and supermarkets. It not only provides readers with a source of news and information, but also offers advertisers a cost-efficient advertising medium.

According to our readership survey, most of World Journal's readers are highly-educated and are in a higher income bracket, which affords them with greater buying power. They are exactly the potential customers to whom you'd like to appeal.

When the general market is stagnant, it is important to segment a special market, such as the Chinese market, to restructure your advertising strategy. Because World Journal's advertising rates are much lower than the mainstream papers', you can get a much higher return on a surprisingly low advertising budget. As a result, our paper will be your key to a focused and lucrative Chinese consumer market.

Please review the attached media kit and the complimentary copy of the World Journal. And thank you for including the World Journal in your media plan.

Sincerely yours,

Brian Ho
World Journal

WORLD JOURNAL CIRCULATION: 65,000 COPIES/DAY

SOUTH BAY: 17,550 COPIES/DAY

PENINSULA: 8,500 COPIES/DAY

EAST BAY: 10,000 COPIES/DAY

CHINA TOWN (S. F.): 10,000 COPIES/DAY

NEW CHINA TOWN (CLEMENT ST.): 10,000 COPIES/DAY

SACRAMENTO: 2,000 COPIES/DAY

OTHERS: 1,300 COPIES/DAY

NATIONAL CIRCULATION BREAKDOWN

(As of 01/31/1995)

East America	125,800
New York	80,800
Chicago	12,000
Boston	10,000
Philadelphia	3,000
Washington DC	9,000
Atlanta	5,000
Florida	6,000
Southwestern America	100,000
Los Angeles	85,000
Texas	15,000
Northwestern America	73,500
San Francisco	65,000
Hawaii	5,500
Seattle	3,000
Canada	50,000
Vancouver	25,000
Toronto	25,000
Total Circulation	349,300

READERSHIP ANALYSIS

(Based on 1990 survey)

Female 48.3% Male 51.7%

Household Annual Income:		Industry:
$72,001 or more	8.2%	Professionals	29.4%
$60,001 - 72,000	5.1%	(doctor, lawyer, CPA, computer
$48,001 - 60,000	11.4%	programmer, etc.)
$36,001 - 48,000	16.6%	Students	10.2%
$24,001 - 36,000	23.1%	Business	9.1%
$12,001 - 24,000	21.9%	Civil Service	8.2%
$12,000 or less	13.7%	Education	8.1%
		Engineering, Architecture	6.5%
		Banking, Insurance	4.5%
Occupation		Education
Managers	17.6%	Ph. D.	5.6%
Supervisors	15.4%	Master	20.3%
Clerks	32.1%	Bachelor or equivalent	55.0%
Engineers	10.7%	High School	18.0%
Workers	6.3%	Elementary School	1.1%
Others	17.9%
Age		Residence in U.S.
Under 20	2.3%	Less than 1 year	5.3%
20 - 24	3.9%	1 - 3 years	15.4%
25 - 34	31.9%	3 - 5 years	17.6%
35 - 44	32.3%	5 - 10 years	29.7%
45 - 54	13.2%	10 years or more	32.1%
55 - 64	8.2%
65 or more
Housing		# of People Reading Same Paper
Self-owned	57.2%	Alone	11.4%
Rented	38.2%	2 persons	40.3%
		3 persons	23.6%
		4 persons or more	24.4%

HOUSEHOLD AVERAGE INCOME

County	All	White	Black	Asian	Hispanic
Sonoma	44,331	44,543	35,136	41,044	40,443
Solano	43,598	44,502	37,540	48,097	38,847
Santa Clara	57,913	60,097	43,951	58,306	42,658
San Mateo	59,521	61,727	39,969	59,293	44,194
San Francisco	45,664	50,397	29,287	40,966	35,518
Napa	46,552	47,024	44,069	46,918	34,983
Marin	67,828	69,275	36,264	59,269	45,404
Contra Costa	55,033	57,666	35,267	56,535	43,402
Alameda	45,995	50,673	30,687	47,040	39,449
Average	51,826	53,989	36,908	50,830	40,544

County	All	White	Black	Asian	Hispanic
Santa Cruz	46,885	48,081	32,146	47,057	35,546
San Joaquin	37,610	39,347	25,781	33,491	31,018
San Benito	44,186	47,238	69,276	50,318	36,294
Sacramento	39,720	41,269	31,226	37,913	32,915
Monterey	43,185	46,750	31,081	41,881	32,233