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Demographic Profile and Employment Statistics for Newton and Rockdale Counties, February 2012

This report provides a detailed overview of the demographics and employment data for Newton County, Rockdale County, and surrounding areas based on the 2010 Census. Key statistics include total population, age distribution, gender ratios, ethnicity breakdown, poverty levels, median income, and job sectors. The document highlights the significant population changes from 2000 to 2010, the number of businesses, and characteristics of different communities such as Conyers, Covington, Henry County, Walton County, DeKalb County, and Morgan County.

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Demographic Profile and Employment Statistics for Newton and Rockdale Counties, February 2012

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  1. Facts On Hand February 2012

  2. Employment Figures Newton County Rockdale County

  3. Demographics • Conyers City • Total Population 15,195 • 65+ 10.6% • Median Age 30.7 • 45.3% Male • 54.7% Female • 24.3% Caucasian • 56.6% African American • 16.3% Hispanic/Latino • 2.8% Other Races • Population change from 2000 to 2010 42.2% • 2.55 Persons per household • Persons Below Poverty level 18.9% • Median Income $37,813 • Average drive to work 27.2 minutes • 21.1% of jobs manufacturing • 13.8% Education/Health • 6.8% Prof/Scientific/Mngt • 3% Work at Home • 19.6% Bachelors Degree or Higher • Retail Sales Per Capita $74,733 • Total Businesses (2007) 3,214 • Black owned businesses 42.2% • Hispanic owned businesses 1.7% • Women owned businesses NA • Rockdale County • Total Population 85,215 • 65+ 10.6% • Median Age 36.9 • 47.6% Male • 52.4% Female • 40.9% Caucasian • 46.4% African American • 9.5% Hispanic/Latino • 3.2% Other Races • Population change from 2000 to 2010 21.5% • 6,665 Veterans • 2.89 Persons per household • Persons Below Poverty level 12.3% • Median Income $55,779 • Average drive to work 32.6 minutes • 16.2% of jobs manufacturing • 24.9% Education/Health • 9.3% Retail • 2% Work at Home • 23.6% Bachelors Degree or Higher • Retail Sales Per Capita $17,720 • Total Businesses (2007) 8,647 • Black owned businesses 34.8% • Hispanic owned businesses 2.9% • Women owned businesses 29.1% ---2010 Census Data

  4. Demographics • Covington City • Total Population 13,118 • 65+ 13.6% • Median Age 34.7 • 47.3% Male • 52.7% Female • 45.1% Caucasian • 47.4% African American • 5.5% Hispanic/Latino • 2.0% Other Races • Population change from 2000 to 2010 13.6% • 2.57 Persons per household • Persons Below Poverty level 23.3% • Median Income $33,924 • Average drive to work 24.3 minutes • 21.1% of jobs manufacturing • 13.8% Education/Health • 6.8% Prof/Scientific/Mngt • 3% Work at Home • 17.2% Bachelors Degree or Higher • Retail Sales Per Capita $33,696 • Total Businesses (2007) 2,275 • Black owned businesses 20.4% • Hispanic owned businesses NA • Women owned businesses NA • Newton County • Total Population 99,958 • 65+ 9.8% • Median Age 33.6 • 47.6% Male • 52.4% Female • 52.0% Caucasian • 40.9% African American • 4.6% Hispanic/Latino • 2.5% Other Races • Population change from 2000 to 2010 61.2% • 7,122 Veterans • 2.84 Persons per household • Persons Below Poverty level 12.7% • Median Income $52,361 • Average drive to work 31.5 minutes • 16.2% of jobs manufacturing • 24.9% Education/Health • 9.3% Retail • 2% Work at Home • 19.4% Bachelors Degree or Higher • Retail Sales Per Capita $7,096 • Total Businesses (2007) 9,515 • Black owned businesses 33.4% • Hispanic owned businesses NA • Women owned businesses 33.4% ---2010 Census Data

  5. Demographics • Henry County • Total Population 203,922 • 65+ 8.4% • 48.0% Male • 52.0% Female • 52.5% Caucasian • 36.9% African American • 5.8% Hispanic/Latino • 2.8% Other Races (Asian) • Population change from 2000 to 2010 70.9% • 2.91 Persons per household • Persons Below Poverty level 8.3% • Median Income $63,923 • Average drive to work 33.0 minutes • 24.4% Bachelors Degree or Higher • Retail Sales Per Capita $10,315 • Total Businesses (2007) 18,508 • Black owned businesses 28.9% • Hispanic owned businesses 2.7% • Women owned businesses 33.6% • Asian owned businesses 5.4% • Walton County • Total Population 83,768 • 65+ 12.0% • 48.7% Male • 51.3% Female • 78.4% Caucasian • 15.6% African American • 3.2% Hispanic/Latino • 2.8% Other Races • Population change from 2000 to 2010 38.0% • 5,895 Veterans • 2.78 Persons per household • Persons Below Poverty level 12.5% • Median Income $51,721 • Average drive to work 32.0 minutes • 17.3% Bachelors Degree or Higher • Retail Sales Per Capita $9,577 • Total Businesses (2007) 8,041 • Black owned businesses NA • Hispanic owned businesses NA • Women owned businesses 22.6% ---2010 Census Data

  6. Demographics • DeKalb County • Total Population 691,893 • 65+ 9.0% • 47.9% Male • 52.1% Female • 29.4% Caucasian • 54.3% African American • 9.8% Hispanic/Latino • 6.5% Other Races (Asian) • Population change from 2000 to 2010 3.9% • 40,569 Veterans • 2.53 Persons per household • Persons Below Poverty level 16.1% • Median Income $51,349 • Average drive to work 30.7 minutes • 38.7% Bachelors Degree or Higher • Retail Sales Per Capita $10,867 • Total Businesses (2007) 73,184 • Black owned businesses 39.6% • Hispanic owned businesses 3.6% • Women owned businesses 37.2% • Asian owned businesses 6.8% • Morgan County • Total Population 17,868 • 65+ 15.5% • 48.3% Male • 51.7% Female • 71.7% Caucasian • 23.6% African American • 2.8% Hispanic/Latino • 1.9% Other Races • Population change from 2000 to 2010 15.6% • 1,571 Veterans • 2.65 Persons per household • Persons Below Poverty level 15.4% • Median Income $45,817 • Average drive to work 25.3 minutes • 23.8% Bachelors Degree or Higher • Retail Sales Per Capita $15,202 • Total Businesses (2007) 2,113 • Black owned businesses NA • Hispanic owned businesses NA • Women owned businesses 31.7% ---2010 Census Data

  7. Inserts and Coupons • 57% of consumers use a newspaper as their coupon resource – Scarborough Research • 79% of newspaper readers used an insert/circular in the past 30 days • 58% compared prices of one insert to another • 52% saved the insert until visiting the store • 45% shared the insert with family/friends • 41% took the insert to the store • 40% made an unplanned purchase based on an ad • Average insert is saved 4.7 days - Frank N. Magid Associates 2011

  8. Web Figures • Covington News • 54,776 Uniques • 276,797 Page Views • The News (Rockdale) • 16,184 Uniques • 55,000 Page Views • Other • Facebook • 5,570 (Cov) • 2,373 (Rock) • Twitter • 333 (Cov) • 293 (Rock) • Cash Cache 8,312 emails

  9. Cash Cache – Jan ‘12

  10. Cash cache – dec ‘11

  11. Circulation the NEWS (Rockdale) The Covington News News & Advertiser

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