[Top 10 "print markets" -- not cities -- for paper sales]
As it wields a new trade campaign in the growing rivalry among the three national dailies, USA Today's marketing kit offers a glimpse at the stakes -- especially in the New York City area. That's where The New York Times and The Wall Street Journal are battling for local supremacy, with some observers fearing Journal owner Rupert Murdoch aims to put the NYT out of business.
USA Today's fight is over national advertising and readers, rather than the New York metro alone. Nonetheless, circulation figures show the paper has plenty of readers to peel away there.
USAT's publicly available data doesn't reveal the exact number of New York City area readers. Still, the paper's New York print market -- which extends well north in the state -- is the single-biggest among 25 such regions in copy sales: Nearly 152,000, Monday through Thursday, or about 8% of the total 1.8 million sold nationwide those days. (See, graphic, above.)USA Today is using trade publications such as Advertising Age to get more advertising buyers to consider the paper. In New York City, the WSJ is aiming for some of the NYT's bread-and-butter: Big display advertisers such as Bergdorf Goodman and Bloomingdales. The Journal is set to open a New York City bureau next month, staffed with about 36 reporters, editors and other journalists. The paper also is beefing up its sports coverage of New York area professional teams.
How much are USAT ad rates?
Cost of a full-page ad, Monday through Thursday: $119,600 (black and white); $189,400 (color); Friday (when circulation is higher): $146,000 and $231,000.
Total readers, including pass-along: 3.7 million
- Male/female: 70%/30%
- Median age: 49
- College graduate+: 38%
- Professional/managerial: 25%
- Median household income: $74,949
- Broad-minded, curious, have a global perspective
- Friends and interests lie far beyond their hometown
- Social, flexible, well-rounded, prefer to learn a little about a lot of things
- Tend to tune into non-verbal communication
- Easy going, seeks harmony, well-informed
- Imaginative, artistic, visually driven
The 25% professional/managerial is surprising. With all those traveling business people, shouldn't it be higher?
ReplyDeleteThe 25 percent prof/man doesn't surprise me at all. New York is so status preoccupied that profs/mans want to be seen with the WSJ, NYT or FT. Also, I would be concerned about SF and Chicago circulation after the NYT has created local pages in those cities. If they get sports right, USA Today in trouble.
ReplyDeleteTo be clear, that 25% applies to all readers, not just the NYC metro.
ReplyDeleteThe only place I ever see USA Today is at the airport. That has always been the strength, and weakness, of the paper. It has a strong core audience, but ONLY when they are at the airport.
ReplyDeleteCirculation would be up handsomely if they could just get local carriers to refill the boxes in key cities and immediate suburbs. seriously...
ReplyDeleteI saw the now defunct International Edition of USA Today in a few locations around Jamaica when I rented a vehicle there. I couldn't find the local Jamaica Daily Gleaner at the hotels to my surprise in 1994. The radio stations played American music and daily updates on how many kids died from hit and run accidents from the potholed 2-lane highway around the island. The locals say if you "drive straight" on their roads that you are drunk! My friend and I still discovered the real Jamaica, nonetheless.
ReplyDeleteAmir, WTF do your adventures in search of ganja have to do with USA Today? Seriously, dude, leave the Rasta musings at the door...
ReplyDeleteG;ad I made the "Exodus!" (Time Magazine's Album of the Century by Bob Marley)
ReplyDelete