Newspaper Demographics
Demographic Analysis - Daily Readership (% coverage)
| Top 5 Markets | Total Pop. (00) |
Total Adults |
Total Men |
Total Women |
Adults 18-34 |
Adults 35-54 |
Adults 55+ |
|---|---|---|---|---|---|---|---|
| New York | 20,825.90 | 57.1 | 62.1 | 52.7 | 44.0 | 57.8 | 68.2 |
| Los Angeles | 17,945.90 | 40.6 | 44.6 | 36.7 | 28.4 | 38.7 | 58.2 |
| Chicago | 9,757.20 | 52.0 | 55.4 | 48.8 | 39.9 | 53.2 | 63.3 |
| Philadelphia | 7,852.00 | 54.5 | 58.0 | 51.4 | 42.3 | 53.4 | 66.6 |
| San Francisco | 6,974.90 | 50.1 | 53.3 | 46.8 | 31.2 | 50.1 | 67.4 |
| Source: 2008 Scarborough individual DMA market studies; Top 20 Markets ranked by Nielsen households | |||||||
Demographic Analysis - Sunday Readership (% coverage)
| Top 5 Markets | Total Pop. (00) |
Total Adults |
Total Men |
Total Women |
Adults 18-34 |
Adults 35-54 |
Adults 55+ |
|---|---|---|---|---|---|---|---|
| New York | 20,825.90 | 58.9 | 58.9 | 59.0 | 42.8 | 60.0 | 72.2 |
| Los Angeles | 17,945.90 | 46.4 | 46.1 | 46.7 | 30.9 | 46.6 | 65.0 |
| Chicago | 9,757.20 | 58.5 | 57.2 | 59.7 | 45.6 | 59.3 | 71.0 |
| Philadelphia | 7,852.00 | 59.5 | 58.4 | 60.6 | 45.2 | 59.9 | 71.6 |
| San Francisco | 6,974.90 | 50.5 | 50.8 | 50.1 | 32.0 | 50.1 | 68.1 |
| Source: 2008 Scarborough individual DMA market studies; Top 20 Markets ranked by Nielsen households | |||||||
Household Income Analysis - Daily Readership (% coverage)
| Top 5 Markets | Total Pop. (00) |
Total Adults |
HHI <$40K |
HHI $40K+ |
HHI $50K+ |
HHI $75K+ |
|---|---|---|---|---|---|---|
| New York | 20,825.90 | 57.1 | 47.5 | 60.6 | 61.4 | 61.8 |
| Los Angeles | 17,945.90 | 40.6 | 30.3 | 46.0 | 47.7 | 49.1 |
| Chicago | 9,757.20 | 52.0 | 46.3 | 54.1 | 54.9 | 57.0 |
| Philadelphia | 7,852.00 | 54.5 | 48.6 | 58.6 | 56.1 | 56.1 |
| San Francisco | 6,974.90 | 50.1 | 36.9 | 53.9 | 54.3 | 55.0 |
| Source: 2008 Scarborough individual DMA market studies; Top 20 Markets ranked by Nielsen households | ||||||
Household Income Analysis - Sunday Readership (% coverage)
| Top 5 Markets | Total Pop. (00) |
Total Adults |
HHI <$40K |
HHI $40K+ |
HHI $50K+ |
HHI $75K+ |
|---|---|---|---|---|---|---|
| New York | 20,825.90 | 58.9 | 48.3 | 62.8 | 63.2 | 63.3 |
| Los Angeles | 17,945.90 | 46.4 | 34.4 | 52.7 | 55.0 | 56.4 |
| Chicago | 9,757.20 | 58.5 | 51.4 | 61.1 | 61.8 | 62.9 |
| Philadelphia | 7,852.00 | 59.5 | 51.6 | 62.3 | 63.0 | 63.1 |
| San Francisco | 6,974.90 | 50.5 | 38.6 | 54.0 | 54.9 | 55.4 |
| Source: 2008 Scarborough individual DMA market studies; Top 20 Markets ranked by Nielsen households | ||||||
Education Analysis - Daily Readership (% coverage)
| Top 5 Markets | Total Pop. (00) |
Total Adults |
Grad HS |
Attended College |
Grad College |
Post Grad Degree |
|---|---|---|---|---|---|---|
| New York | 20,825.90 | 57.1 | 55.5 | 60.2 | 60.7 | 64.2 |
| Los Angeles | 17,945.90 | 40.6 | 37.2 | 44.7 | 46.8 | 57.6 |
| Chicago | 9,757.20 | 52.0 | 48.5 | 54.7 | 59.2 | 64.9 |
| Philadelphia | 7,852.00 | 54.5 | 53.7 | 55.4 | 53.7 | 63.2 |
| San Francisco | 6,974.90 | 50.1 | 43.3 | 52.7 | 57.5 | 60.9 |
| Source: 2008 Scarborough individual DMA market studies; Top 20 Markets ranked by Nielsen households | ||||||
Education Analysis - Sunday Readership (% coverage)
| Top 5 Markets | Total Pop. (00) |
Total Adults |
Grad HS |
Attended College |
Grad College |
Post Grad Degree |
|---|---|---|---|---|---|---|
| New York | 16,115.70 | 58.9 | 59.6 | 61.2 | 60.2 | 65.0 |
| Los Angeles | 13,110.30 | 46.4 | 40.7 | 54.5 | 57.2 | 63.3 |
| Chicago | 7,270.90 | 58.5 | 55.9 | 61.4 | 65.8 | 69.4 |
| Philadelphia | 6,169.30 | 59.5 | 57.3 | 62.5 | 61.7 | 71.5 |
| San Francisco | 4,781.00 | 50.5 | 44.5 | 52.4 | 58.1 | 60.9 |
| Source: 2008 Scarborough individual DMA market studies; Top 20 Markets ranked by Nielsen households | ||||||