2008.04.30 They're just not the same in 43533

Written by David Green.

[Warning: This column was found to be very offensive to at least one Lyons reader who misunderstood the lack of seriousness] 


By DAVID GREEN

What is it about those people in the 43533 Zip Code? You know who I’m talking about. It’s the people to the east from Lyons. They’re so different from us.

They’re driving GMC Sierra gas hogs to go whitewater rafting and skiing. They make more money than most of us and they’re ready to spend it.

And then there’s all those retired ones who drive to their VFW meetings in their Ford Crown Vic—if they can break away from watching Jeopardy and Wheel of Fortune.

Sound familiar? There’s more on those Lyons residents.

There are plenty of the median income types who have a Dodge Ram pickup and attend their kids’ many sporting events. Most of them own a camper, they like auto racing and they just can’t stop buying sporting equipment.

But those people are a dime a dozen. They’re not just in Lyons. Morenci, Fayette and Waldron have plenty, too, and we were talking about what makes Lyons so unique.

Lyons has this group of people that loves shopping via the internet, especially for gardening supplies. So many of them are remarried—probably used that power boat to attract a new mate—and they’re doing the home equity loan/second mortgage thing to make some big purchases.

Lyons also has those people who love traveling and collecting. There are probably more antique collectors over there than anywhere else in the area. Of course they can’t travel when they’re so busy with their home renovation projects.

The rural residents don’t spend a lot of time on-line because they can’t get high-speed internet service. So they watch Country Music TV and Outdoor Life Network via satellite and splurge on pay-per-view movies. They also look at newspaper ads, bless them.

I don’t know if any of this really hits home for Lyons. It’s only what I’m learning from the Claritas company.

“Claritas is all about giving you a clear picture of the customers you have yet to meet.” That’s the way the company describes its services.

Here’s another way: Pay them money and they’ll explain why an Applebee’s restaurant will never come to your area.

It’s all about demographics and the money residing within those demographics.

You can shell out money for a membership, but anybody can type in a Zip Code and get some basic information. You have to pay to learn what percentage of Lyons people drive Dodge Rams, but there’s a general indication of the community that you might find accurate.

When I compared Lyons, Morenci, Fayette and Waldron, I noticed there are several shared characteristics, but what really caught my attention was how unique Lyons is. Out of 15 characteristics for each community, Lyons had five that none of the others shared.

The bottom line for Claritas is that there’s more money in Lyons than in those poorer communities to the west. I could have consulted the federal census data and come up with the same numbers, I suppose, or maybe not. I keep getting different results with the Lyons Zip Code. Things must be changing rapidly over there.

The first time through there were Travel and Antiques people over there. They’ve now been replaced by Khakis and Credit (they travel by motor home and have a loan for the vehicle). There weren’t any Mayberry-ville groups over there the first time, either. They were only in Morenci. You know them: They drive Chevy Suburbans, hunt with a gun, subscribe to Bassmaster magazine, listen to country music and eat at a steak house.

Fayette is the only community with Finance Chargers (raising kids and ordering from priceline.com) and with Bedrock America (Silverado, baby magazines, professional wrestling and mobile homes).

Only Waldron has the Young and Rustic (Dodge Neon, auto racing, King of the Hill) and Morenci was unique with Active Empty Nesters (camping, country music and second mortgages).

I don’t know how accurately Claritas knows us, but when a friend showed me the website I typed in Morenci’s Zip Code, I saw the Shotguns & Pickups category and read the words “Dodge Ram.” I looked across the street and there it was. The radio was probably set to country.

  • Play Practice
    DRAMA—Fayette schools, in conjunction with the Opera House Theater program, will present two plays Friday night at the Fayette Opera House. From the left is Autumn Black, Wyatt Mitchell, Elizabeth Myers, Jonah Perdue, Sam Myers (in the back) and Lauren Dale. Other cast members are Brynn Balmer, Mason Maginn, Ashtyn Dominique, Stephanie Munguia and Sierra Munguia. Jason Stuckey serves as the technician and Trinity Leady is the backstage manager. The plays will be performed during the day Friday for students and for the public at 7 p.m. Friday.
  • Front.F.school
    PROGRESS continues on the agriculture classroom addition at Fayette High School. The project will add 2,900 square feet of space and include an overhead door that would allow equipment to be driven inside. The building should be ready for the start of school in August. Work on ball fields and a running track is also underway.
  • Front.rover
    CLEARING THE WAY—Road crossings in the area on the construction route of the Rover natural gas pipeline are marked with poles and flags as preliminary work nears. Ditches and field entry points are covered with thick planks in many areas to support equipment for tree clearing operations. Actual pipeline construction is progressing across Ohio toward a collecting station near Defiance. That segment of the project is expected to wrap up in July. The 42-inch line through Michigan and into Ontario is scheduled for completion in November. The line is projected to transport 3.25 billion cubic feet of natural gas every day.
  • Front.geese
    ON THE MOVE—Six goslings head out on manuevers with their parents in an area lake. Baby waterfowl are showing up in lakes and ponds throughout the area.
  • Accident
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  • Front.teacher Leading
    PRESCHOOL MUSIC—Fayette band director Jeffrey Dunford spends the last half hour of the day leading the full-day preschool class in musical activities. Additional photos are on page 7 of this week’s Observer.
  • Front.poles
    MOVING EAST—Utility workers continue their slow progress east along U.S. 20 south of Morenci. New electrical poles are put in place before wiring is moved into place.
  • Face Paint
    FUN NIGHT FUN—Savanna Miles sits patiently while Abbie White works on a face paint design Friday during the Morenci PTO Fun Night. Gracie Snead watches the progress after having spent time in the chair. Abbie was one of several volunteer painters, each creating their own unique look. Additional photos are on the back page of this week’s Observer.

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