To answer these questions for new businesses, established
businesses, or for people working on a business plan, the St. Louis Public
Library provides an online database called Standard Rate & Data Service (SRDS).
Most business depend on advertising to attract
customers. SRDS provides data
information for advertising through various media – mainly newspapers, radio
stations, as well as television and cable operators. The data found in this database gives rates
and demographic information by Designated Market Areas (DMAs) such as
metropolitan areas. For example which radio station in St. Louis has the most listeners
between 7 AM and 9 AM, or which newspaper has the greatest circulation in
Belleville, Illinois.
SRDS obtains the data from Nielson Ratings.
Here's a sample of the demographic profile data of the St. Louis Region:
