It delivers an attractive audience. Each product allows you to target the readers within your market area and reach an audience with money to spend. Northwest and Southwest Bakersfield are the fastest growing areas of Bakersfield. In the Northwest, 84% of residents are homeowners, and the average annual household income is $79,000. In the Southwest, 63% of residents are homeowners, and one out of three residents has a household income over $75,000. It is also effective. National research shows that 83% of community newspaper readers say they read every issue.