Readers: Alternative newsweeklies have a vibrant tradition in urban centers across the U.S. and Canada. Boomers grew up with them, and today the alternative press has the same appeal for twenty-somethings. The readers of alternative newsweeklies are hardly a vanilla kind of crowd. They're dynamic, passionate, and involved independent thinkers. They represent and help shape the attitudes and values of their unique communities.Alternative weekly readers are smart. They are more likely to have 4 year degrees and advanced degrees. So it makes sense that they have higher than average household income. They are more likely to be employed in professional/technical or managerial positions, and are more likely to own a business or be in an executive role. 79% are registered to vote in Rock Island or Scott County and 70% voted in the last general election. Readers are the leaders of today and tomorrow.Alternative readers are doers. They're active. You'll find River Cities' readers on the ski slopes and the mountain bike trails, in the health clubs and on the dance floor. They travel a lot and read even more. They go to more concerts, go to more movies and eat out much more frequently than the average adult.The River Cities' Reader is in the Davenport - Rock Island - Moline, IA DMA. The River Cities' Reader offers ROP and insert advertising opportunities in its daily circulation. Echo Media has direct relationships with over 7,500 newspapers providing tremendous local coverage.