Outside New York Metro, NYT, WSJ and USA Today Have 15 Million Readers

Outside New York Metro, NYT, WSJ and USA Today Have 15 Million Readers

Collectively, in 80 markets, the New York Times has 6.1 million readers, USA Today has 5.3 million and the Wall Street Journal has 3.7 million, says Bob Jordan, president of International Demographics, producer of The Media Audit. Jordan stresses, that "these are readers, not subscribers. These are people who say they have read one or more of the last five editions of these publications."

Jordan notes that "We excluded the New York metro market from our computations to keep the data comparable." According to The Media Audit data, the New York Times has 50,000 or more readers in 22 metro markets. The Wall Street Journal has 50,000 or more readers in 20 markets and USA Today has 50,000 or more readers in 43 markets.

New York Times Wall Street Journal USA Today Total Aggregate Adult Population
Readers By Household Income (% of readers)
> $50,000 60.3% 64.2 62.3 44.9
> $75,000 42.5 48.4 42.6 25.3
>$100,000 28.7 36.9 26.4 13.9
Readers By Party Affiliation (% of readers)
Democrat 46.4% 25.0 30.2
Republican 14.6 39.6 32.9
Independent 31.8 28.0 30.9

Source: The Media Audit July 2004

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