Newspapers allow advertisers the ability to target the female segment through Run-of-Press (“ROP”) advertising. A study performed by Mediamark Research Inc. in 2003 for the Newspaper Association of America found that 53% of women in the United States read the newspaper during the week and 65% of women read the Sunday newspaper. Among the female readers, 72% read the Main News section, the highest percentage across all sections. The Food/Cooking section has the second highest percentage at 45%, and the third highest is the Editorial Page at 44%.