According to the recent Media Audit report, the business news sections of daily newspapers continue to consistently deliver an educated audience with economic clout. Collectively, in the 87 metro markets surveyed by The Media Audit, 26.2 percent or 36 million adults regularly read a daily newspaper business news section. The 87 markets have a population of more than 137 million.
Bob Jordan, president of International Demographics, said "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."
Market share numbers for most newspaper business news sections are still very attractive. As an example, in San Diego 23.7 percent of survey respondents report "regularly reading a newspaper business news section." That 23.7 percent is 518,000 adults.
If newspaper business news section readers were once all "old men," they no longer are. Collectively in the 87 markets:
All percentages are significantly higher than those found in the general adult population of the markets surveyed.
Areas in which business news section readers index well over 100 (the average for all adults in the survey) include:
You can find out more here.