Research conducted by The Media Audit concludes that USA Today continues to lead the way in the newspaper industry by maintaining its place as one of the “big three” newspapers in the United States alongside the Wall Street Journal and the New York Times. Throughout 80 metro markets across the United States, USA Today has a following of some five million readers, the majority of which have an average annual household income of over $50,000, and almost half have an average annual household income of over $75,000. Also, in the midst of an election year, The Media Audit considered political tendencies in their research, finding that USA Today readers are 30% Democrat, 33% Republican and 32% Independent. These findings are important to advertisers as they speak not only to the continued success of newsprint, but also to the tone that a marketer might take when advertising in USA Today.