• by Jack Loechner , Staff Writer @mp_research, August 21, 2004

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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