consumer magazine top 10 dmas
Post on 14-Apr-2017
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Consumer Consumer Magazine Top Magazine Top 10 Markets10 Markets
The Cluster PrincipleThe Cluster Principle People with similar demographic and People with similar demographic and
psychographic profiles have a psychographic profiles have a tendency to cluster together in the tendency to cluster together in the same geographic areassame geographic areas
We initially sought to quantify this for We initially sought to quantify this for both subscription acquisition and both subscription acquisition and retention as well as newsstand retention as well as newsstand distribution planning purposesdistribution planning purposes
MethodologyMethodology Census 2000 data (number of households) Census 2000 data (number of households)
was matched to circulation data for more was matched to circulation data for more than 32,000 5-digit zip codes across the U.S.than 32,000 5-digit zip codes across the U.S.
A magazine readership index was computed A magazine readership index was computed for every zip code (U.S. average = 100)for every zip code (U.S. average = 100)
The average Adjusted Gross Income (AGI) for The average Adjusted Gross Income (AGI) for specific zip codes is from tax year 2000 IRS specific zip codes is from tax year 2000 IRS data, and therefore should be more accurate data, and therefore should be more accurate than self-reported HHI datathan self-reported HHI data
Overview of ResultsOverview of Results The subscribers of this magazine are very The subscribers of this magazine are very
highly concentrated in affluent, highly concentrated in affluent, established communities and growing established communities and growing “outer ring” suburbs of major “outer ring” suburbs of major metropolitan areasmetropolitan areas
Conversely, the magazine has relatively Conversely, the magazine has relatively low concentration in urban areas and low concentration in urban areas and outlying rural communities (C & D outlying rural communities (C & D counties)counties)
The Top 10 Markets by The Top 10 Markets by DMADMA Los Angeles, CA (24,060)Los Angeles, CA (24,060) New York, NY (22,113)New York, NY (22,113) Chicago, IL (11,538)Chicago, IL (11,538) San Francisco, CA (11,505)San Francisco, CA (11,505) Philadelphia, PA (9,823)Philadelphia, PA (9,823) Detroit, MI (8,800)Detroit, MI (8,800) Boston, MA (8,364)Boston, MA (8,364) Washington, DC (6,967)Washington, DC (6,967) Seattle, WA (6,015)Seattle, WA (6,015) Cleveland (5,407)Cleveland (5,407)
#1: Los Angeles, CA#1: Los Angeles, CACalabassas, 91302Calabassas, 91302
Circ Index: 616Circ Index: 616AGI: $150,038AGI: $150,038
Beverly Hills, Beverly Hills, 9021090210
Circ Index: 520Circ Index: 520AGI: $338,565AGI: $338,565
Palos Verdes, Palos Verdes, 9027490274
Circ Index: 570Circ Index: 570AGI: $193,861AGI: $193,861
Newport Coast, Newport Coast, 9265792657
Circ Index: 728Circ Index: 728AGI: $365,197AGI: $365,197
#2: New York, NY#2: New York, NY
Far Hills, NJ, 07931Far Hills, NJ, 07931Circ Index: 1207Circ Index: 1207AGI: $549,521AGI: $549,521
Cold Spring Harbor, NY, Cold Spring Harbor, NY, 0683106831
Circ Index: 606Circ Index: 606AGI: $240,983AGI: $240,983
Pound Ridge, NY, Pound Ridge, NY, 1057610576
Circ Index: 856Circ Index: 856AGI: $250,362AGI: $250,362 Greenwich, CT, Greenwich, CT,
0683106831Circ Index: 627Circ Index: 627AGI: $499,296AGI: $499,296
#3: Chicago, IL#3: Chicago, ILLake Forest, Lake Forest,
6004560045Circ Index: 592Circ Index: 592AGI: $339,724AGI: $339,724
Barrington, 60010Barrington, 60010Circ Index: 579Circ Index: 579AGI: $189,099AGI: $189,099
Oak Brook, 60523Oak Brook, 60523Circ Index: 505Circ Index: 505AGI: $201,576AGI: $201,576
St. Charles, 60175St. Charles, 60175Circ Index: 560Circ Index: 560AGI: $106,128AGI: $106,128
#4: San Francisco, CA#4: San Francisco, CADanville, 94506Danville, 94506Circ Index: 707Circ Index: 707AGI: $247,163AGI: $247,163
Alamo, 94507Alamo, 94507Circ Index: 675Circ Index: 675AGI: $230,613AGI: $230,613
Atherton, 94027Atherton, 94027Circ Index: 610Circ Index: 610AGI: $159,250AGI: $159,250 Portola Valley, 94028Portola Valley, 94028
Circ Index: 621Circ Index: 621AGI: $860,449AGI: $860,449
#5: Philadelphia, PA#5: Philadelphia, PA
Villanova, PA, Villanova, PA, 1908519085
Circ Index: 592Circ Index: 592AGI: $324,796AGI: $324,796
Skillman, NJ, Skillman, NJ, 0855808558
Circ Index: 484Circ Index: 484AGI: $195,582AGI: $195,582
Chester Springs, PA, Chester Springs, PA, 1942519425
Circ Index: 458Circ Index: 458AGI: $135,868AGI: $135,868
Fort Washington, PA, Fort Washington, PA, 1903419034
Circ Index: 487Circ Index: 487AGI: $119,214AGI: $119,214
#6: Detroit, MI#6: Detroit, MIBloomfield Hills, Bloomfield Hills,
4830248302Circ Index: 763Circ Index: 763AGI: $206,818AGI: $206,818
Rochester, 48306Rochester, 48306Circ Index: 639Circ Index: 639AGI: $120,592AGI: $120,592
Grosse Pointe, Grosse Pointe, 4823048230
Circ Index: 469Circ Index: 469AGI: $110,979AGI: $110,979
Novi, 48374Novi, 48374Circ Index: 587Circ Index: 587AGI: $100,073AGI: $100,073
#7: Boston, MA#7: Boston, MA
Dover, 02030Dover, 02030Circ Index: 526Circ Index: 526AGI: $374,145AGI: $374,145
Carlisle, 01741Carlisle, 01741Circ Index: 622Circ Index: 622AGI: $330,649AGI: $330,649
Harvard, 01451Harvard, 01451Circ Index: 527Circ Index: 527AGI: $166,246AGI: $166,246
Bolton, 01740Bolton, 01740Circ Index: 698Circ Index: 698AGI: $164,394AGI: $164,394
#8: Washington, DC#8: Washington, DCClarksville, MD, Clarksville, MD,
2102921029Circ Index: 619Circ Index: 619AGI: $126,221AGI: $126,221
Great Falls, VA, Great Falls, VA, 2206622066
Circ Index: 494Circ Index: 494AGI: $244,075AGI: $244,075
Vienna, VA, Vienna, VA, 2218222182
Circ Index: 363Circ Index: 363AGI: $137,835AGI: $137,835Fairfax Station, VA, Fairfax Station, VA,
2203922039Circ Index: 367Circ Index: 367AGI: $128,383AGI: $128,383
#9: Seattle, WA#9: Seattle, WA
Medina, 98039Medina, 98039Circ Index: 581Circ Index: 581AGI: $672,775AGI: $672,775
Mercer Island, Mercer Island, 9804098040
Circ Index: 394Circ Index: 394AGI: $192,460AGI: $192,460
Bellevue, 98006Bellevue, 98006Circ Index: 271Circ Index: 271AGI: $135,590AGI: $135,590
Woodinville, Woodinville, 9807298072
Circ Index: 313Circ Index: 313AGI: $142,158AGI: $142,158
#10: Cleveland, OH#10: Cleveland, OH
Gates Mills, Gates Mills, 4404044040
Circ Index: 781Circ Index: 781AGI: $198,275AGI: $198,275
Novelty, 44072Novelty, 44072Circ Index: 604Circ Index: 604AGI: $99,221AGI: $99,221
Hudson, 44236Hudson, 44236Circ Index: 555Circ Index: 555AGI: $95,640AGI: $95,640
Akron, 44333Akron, 44333Circ Index: 428Circ Index: 428AGI: $93,049AGI: $93,049
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