CENSUS BUREAU: U.S. POPULATION INCREASED 13.2%

First New Population Count in Ten Years

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WASHINGTON (AdAge.com) -- The U.S. Census Bureau last week officially unveiled the
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population count at 281,421,906 people as of April 1, 2000.

Surpassed estimates
The figure marks a 13.2 percent increase over the last 10 years, and surpassed Oct. 1 estimates by more than 6 million.

The success of the census is in part attributed to a $168 million mass advertising campaign, said J. Kenneth Blackwell, the secretary of state of Ohio and co-chairman of a board that monitored the census.

New demographic realities
The next step in the process that happens every ten years is that marketers and their analysts will now sift the data to determine how best to reposition products and marketing campaigns in response to new demographic realities.

The wide expectation is that the new data will document a dramatic skew in the ethnic makeup of the U.S. population.

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