Monday, March 29, 2010

USA Today circulation reveals NYC battleground

[Top 10 USAT "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
How is USA Today's audience different than yours? Please post your replies in the comments section, below. To e-mail confidentially, write jimhopkins[at]gmail[dot-com]; see Tipsters Anonymous Policy in the rail, upper right.

[Image: today's paper, Newseum]

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