In newspapers, advertisers are able to increase response levels of a Run-of-Press (“ROP”) ad by placing their advertisement in specific sections that target their core audience. An advertiser pursuing male readers should consider running in the following sections: Main News, Sports and Business/Finance. A study performed by Mediamark Research Inc. in 2003 for the Newspaper Association of America found that 68% of men read the Main News section, the highest percentage among all sections. The Sports section had the second highest percentage at 58%, and third was the Business/Finance section at 47%.