The News & Observer is the largest single reach vehicle in the Raleigh-Durham-Chapel Hill market. Nearly 6 out of 10 adults in Wake County read the average Sunday News & Observer; more than 4 out of 10 read the average daily edition; and within a week, 3 out of 4 read a daily or Sunday N&O.*The Advertising Source
For advertising information for retail stores, car dealers, real estate, jobs, restaurants, movies, etc., most people turn to The News & Observer. Advertisers in most other media must first try to attract the audience's attention, then try to persuade them to become interested in a product or store. The News & Observer has a built-in ad-reading audience of qualified prospects.For example, here are how many adults who live in the Triangle and Johnston County who used advertising in The N&O as an advertising source the last time they shopped:
|
at a clothing store: |
180,800 |
|
at a discount store: |
158,800 |
|
at a building supply or hardware store: |
166,200 |
|
at a furniture store: |
168,400 |
|
at a mattress store |
102,900 |
|
at a car dealer: |
119,000 |
|
at an appliance, stereo or TV store: |
186,900 |
|
at a drug store: |
156,200 |
|
at a department store: |
235,000 |
|
at a grocery store: |
232,500 |
|
the last time they attended a movie: |
212,200 |
|
the last time they ate out at a restaurant: |
100,900 |
Newspapers reach the most desirable audiences. Any advertising medium has the potential to attract customers who will buy products below a retailer's cost, but because newspaper readers have greater spending power and higher socio-economic characteristics, they generate more profit for retailers than other media. For example, the median annual household income among daily News & Observer readers in the Raleigh-Cary-Durham CSA is $68,276 - that's $12,508 more than the market median! Furthermore, 76% of daily N&O readers have attended college; 55% work in white collar jobs; 37% have children in their homes; and 84% own their homes.*The Market
Residents in the Raleigh-Durham-Chapel Hill area have one of the highest educational levels in the United States, and they have the highest median Effective Buying Income of all metros in the state.**Consistent
Newspaper readership is strong among both genders and all age groups. Readership composition of The News & Observer is almost equally divided between male and female. More than 3 out of 4 daily N&O readers are 25 to 64 years old -- the prime buying years.*
