However, the Latino community was not KUVO's primary listening market. KUVO listeners in 1996 composed an audience far different from the one that the station orig¬inally set out to serve. A listener profile study completed for KUVO by NPR in 1994 revealed that KUVO's audience fell squarely in the middle class. Specifically, the typ¬ical KUVO listener was 42 years old; had an average annual income of $44,000; had completed college; and was a white-collar worker and/or a management employee. Additionally, the listener was likely to have a passport, make investments, and belong to a health club. The study by NPR was the first ever completed for KUVO. The adver-tising underwriting and membership management staffs used this listener profile infor¬mation Lo solicit business contributions.