Biz Readers Younger, Female, Still Affluent

July 27, 2005
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Despite the declining readership of daily newspapers, the demographics and market share of print dailies have remained surprisingly robust, according to a recent report by The Media Audit.

Collectively, in the 87 metro markets — a population of 137 million — surveyed, 26.2 percent regularly read a daily newspaper business news section.

“Most of these metro markets are served by just one daily newspaper, and that means advertisers can reach the business news section readers with just one media buy,” said Bob Jordan, president of International Demographics.

The perception that all business section readers are “old men” is now far from true. Female readers (42.3 percent) were nearly as common as male (57.7 percent). Fifty-eight percent of adult readers were younger than 54.

Using an index in which 100 represents the average adult, business section readers were significantly more likely than the general population to be affluent empty nesters (167), own a Jaguar (173), a home worth more than $500,000 (156), drink wine regularly (160), trade stocks and bonds (177) and have liquid assets of $250,000 (197).

By income and education:

  • More than 54 percent have annual household incomes of $50,000 or more.

  • 35.1 percent have annual incomes of $75,000 or more.

  • 22.4 percent earn $100,000 or more.

  • 9.7 percent earn $150,000 or more.

  • 48 percent of business news section readers have one or more degrees compared to 35.2 percent of all adults.    

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