Atlanta Market Study
2002-2003
Atlanta MSA & Surrounding Counties
Note: Cleburne and Randolph Counties in
Alabama and Clay County in North Carolina
are also included in the Atlanta DMA
geography but are not pictured in map.
2
Atlanta Is The Eighth Largest
Metropolitan Market In The U.S.
Los Angeles 9.9
New York 9.4
Chicago 8.5
Boston 6.1
Washington, DC 5.2
Millions of people in MSA
Philadelphia 5.1
Houston 4.5 Between the 1990 and 2003 Census,
Atlanta recorded a population growth
Atlanta 4.5 of 52.3% , one of the highest growth
rates in the nation.
Detroit 4.4 --2000 U.S. Census
Dallas 3.8
Source: 2004 Demographics Now
3
Atlanta Is The Second
Largest Southern Market
Houston 4.5
ATLANTA 4.5
Dallas 3.8
Tampa/St.Pete./ Clearwater 2.5
Miami 2.3
Fort Worth/ Arlington 1.8
Orlando 1.8
Millions of people in MSA
Ft. Lauderdale 1.7
San Antonio 1.6
Austin-San Marcos 1.3
West Palm Beach-Boca Raton 1.2
Source: 2004 Demographics Now
4
Atlanta’s Population Is Projected
To Increase By 13.5% In Five Years
Total Atlanta Total U.S.
population population 5.117
2003-2008: 2003-2008: 4.508
+13.5% +5.3%
2.960
2.233
1.764
1970 1980 1990 2003 2008
Source: 2004 Demographics Now
5
Atlanta Ranks First In The United States
For Population Increase Between 1990-2003
ATLANTA 1,548,179
Phoenix/Mesa 1,371,988
Houston 1,205,708
Dallas 1,166,536
Chicago 1,116,634
Los Angeles 1,071,015
Washington DC 1,044,636
Riverside-San Bernardino 1,042,094
Las Vegas 940,146
New York 908,394
Source: 2000 US Census Bureau as noted in 2004 Demographics Now
6
Of The Top Ten Markets, Atlanta Has The Fastest
Projected Population Growth Rate Between 2003-2008
ATLANTA 13.5%
Dallas 12.9%
Houston 11.9%
Washington, DC 10.1%
Los Angeles 6.4%
U.S. Projected
Chicago 4.6% Growth Rate = 5.3%
New York 2.3% Projected percent increase in
population between 2003-2008
Boston 2.1%
Philadelphia 2.1%
Detroit 1.1%
Source: 2004 Demographics Now
7
Metro Atlanta Projected Population
Growth By County (2003-2008)
% 2008 % 2008
County Increase Projected County Increase Projected
Population Population
Forsyth* 32.9 166,292 Carroll 17.3 115,276
Henry* 30.4 193,982 Bartow 17.1 100,175
Newton* 28.1 97,170 Cobb 14.5 768,074
Paulding* 27.9 127,525 Douglas 14.2 115,915
Cherokee 23.1 205,658 Clayton 13.9 295,970
Pickens 21.9 32,644 Fayette 12.0 110,871
Gwinnett 20.4 816,918 Rockdale 10.2 82,748
Barrow 20.3 64,002 Spalding 3.7 62,055
Walton 20.3 84,086 DeKalb 3.6 706,661
Coweta 18.7 120,582 Fulton 2.5 850,531
*Rank among top ten fastest growing counties in the U.S.
between April 2000 and July 2003 per the U.S. Census Bureau) Source: Demographics Now Online (November, 2003)
8
Atlanta Households Are Projected
To Grow 13.1% From 2003 To 2008
MSA 13.1%
2003 1,644,818
2008 1,859,519
North Suburbs 18.8%
2003 684,029
2008 812,818
Inside I-285 3.0%
2003 312,315
2008 321,828
South Suburbs 18.1%
2003 360,503
2008 425,922
Source: 2004 Demographics Now
9
Metro Atlanta Projected Household
Growth By County (2003-2008)
(descending sort by % growth)
% 2008 % 2008
County Increase Projected County Increase Projected
Household Household
Henry* 31.8 68,452 Gwinnett 18.6 274,168
Forsyth* 31.6 57,511 Bartow 17.5 36,032
Newton* 30.7 35,662 Douglas 16.9 42,928
Paulding* 28.2 44,041 Cobb 14.0 285,518
Pickens 24.8 13,244 Fayette 13.9 39,363
Cherokee 23.8 72,383 Clayton 12.7 101,216
Walton 21.3 29,921 Rockdale 11.6 28,993
Barrow 20.2 22,630 Spalding 5.7 23,578
Coweta 19.3 42,860 DeKalb 3.0 261,882
Carroll 19.2 42,870 Fulton 2.8 336,252
*Rank among top ten fastest growing counties in the U.S.
between April 2000 and July 2003 per the U.S. Census Bureau) Source: Demographics Now Online (January, 2004)
10
Atlanta Ranks At The Top
In Published Surveys
#1 Top Travel Destination For African-Americans (6th For Latinos; 10th for Asian-
Americans) Travel Industry Association of America, January 2004
#1 Top City for Entrepreneurs Inc. Magazine, February 2004
#1 Where Employment Will Grow Fastest, 1998 - 2025 Newsweek, 1999; Bureau of Labor
Statistics
#1 Busiest Airport in the World, Hartsfield International, serving more than 76 million
passengers a year www.infoplease.com
#1 Top City for Business Relocation (fifth consecutive year) Plants Sites & Parks
Magazine, 2003
#1 Hottest City in the Nation for Relocation and Expansion Expansion Management
Magazine, January 2004
#2 Entrepreneurial Activity and Small Business Growth (among top ten markets);
Entrepreneur Magazine and Dun & Bradstreet annual survey; October 2003
#3 Most corporate headquarters of publicly-traded American companies (based on 2001
revenues); Fortune Magazine, April 2002
#4 Best Places for Business and Careers Forbes, 2003
#4 Hiring Havens Computerworld Magazine, January 2001
#6 Among top ten metros for “America’s Most Wired Cities” Yahoo Internet Life Magazine,
Spring 2002
11
Atlanta Attracts Corporate Business
32 companies with 100+ employees have expanded or relocated to the
Atlanta metro area during 2002 to the present, including…..
Fortune 500 company Newell Rubbermaid, relocating from Illinois. NR will
bring 900 jobs to Atlanta, including 100 of the company’s top executives.
Cooper Wiring Devices, relocating from New York, and bringing 115 new
jobs
Hagemeyer North America (electrical parts distributor from the
Netherlands), relocating its American headquarters from current facilities in
South Carolina and bringing 250 jobs to the metro
Acuity Specialty Products Group consolidates its headquarters in Atlanta and
brings 100 new jobs
Cendian, a chemical third-party logistics provider in Atlanta, doubled its
work force
Source: Expansion Management, January 2004. Study rated Atlanta as #1
for “America’s 50 Hottest Cities For Expansions and Relocations”
12
Atlanta Attracts Corporate Business
Atlanta was cited as a viable headquarters site in a very
competitive process because of its projected growth, living
environment, climate, location and educational opportunities
according to Newell Rubbermaid.
Atlanta offers prime logistics for employee and product/cargo
transportation. Hartsfield-Jackson Airport allows worldwide
access to the metro area, and both Delta and UPS are
headquartered here. Atlanta Hartsfield-Jackson Airport,
currently undergoing a $6 billion expansion, as well as some of
the top colleges and universities in the nation serve to attract
corporation headquarters to the Atlanta market.
Source: Expansion Management, January 2004. Study rated Atlanta as #1
for “America’s 50 Hottest Cities For Expansions and Relocations”
13
Atlanta’s Hartsfield-Jackson International Is
The World’s Busiest Passenger Airport
Passengers served 2002
• An average 2,400 flights/day
connect metro Atlanta’s
business community with
every major market in the
Atlanta 76.8 Million world.
Hartsfield
• Access to more than 200
domestic and international
cities
• An estimated 80% of the US
market is reachable within 2
hours time.
Chicago
O'Hare 66.5 Million • More than 20 airlines service
Atlanta, offering flyers
affordable and competitive
rates.
Source: Hartsfield-Jackson Atlanta International Airport, 2003, Chicago O'Hare Airport Authority 2003
14
A Strong, Diverse Industry Base:
Atlanta Employment By Industry
An estimated 2,237,194 employees work in Atlanta’s non-agricultural industries.
Construction Social
# of Atlanta Employees 7% Services
Services
Health 1%
Services 174,078 9%
Services
Retail 252,347 3% Retail
14%
Government 291,358
F.I.R.E.
Manufacturing 161,332 8%
Business Services 386,344
T.W.U. 108,776 Wholesale Government
7% 16%
Wholesale 134,299
Financial Activities 146,331 T.C.U.
6%
Health Services 60,139 Manufacturing
Construction 122,782 8%
Social Assistance 27,884 Business
Services
T.W.U = Transportation, Warehousing, Utilities 20%
Source: Georgia Department of Labor (Economic Indicators), Third Quarter 2003
15
Atlanta Headquartered Firms
America’s Favorite Chicken Co. Haverty’s Furniture
American Cancer Society Hitachi Home Electronics (U.S.)
Amoco Perf. Products, Inc. Home Depot
BellSouth Corp. Lanier Worldwide, Inc.
Boys/Girls Clubs Lockheed/ Martin
CARE Mirant
Chick-Fil-A Mohawk Industries
CIBA Vision Corp. Newell Rubbermaid
Cingular Wireless Philips Electronics
The Coca-Cola Company Porsche North America
Coca Cola Enterprises Post Properties
Cox Communications Rayovac Corp.
Cox Enterprises Rich’s/ Lazarus/ Goldsmith’s
CNN SAAB Cars USA
Delta Air Lines Scientific Atlanta
EarthLink The Southern Company
Equifax SunTrust Banks
First Financial Management TEC America
Genuine Parts Turner Broadcasting
Georgia Pacific United Parcel Service
Goldkist Inc.
Note: Fortune 500 Companies highlighted in red
16
Atlanta’s Top Corporate Employers
Company Employees
1. Delta Air Lines 23,439
2. BellSouth Corp. 20,000
3. Wal-Mart Stores Inc. 15,600*
4. The Home Depot, Inc. 10,040
5. IBM Corp. 7,344
6. AT&T 7,300
7. Sun Trust Banks Inc. 7,179
8. Cox Enterprises 5,870
9. United Parcel Service Inc. 5,861
10. Wachovia 5,400
* Wal-Mart employees estimate, Wal.Mart Stores Inc
qualify for this list but did not respond Source: 2003 Atlanta Business Chronicle - Book of Lists
17
New Business Operations In Metro Atlanta
260
223 219
205 201 200 201
169 170
129
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002
With an average of 198 businesses relocating or expanding operations to Metro Atlanta
each year, it is no surprise that more than 600,000 jobs have been created in the Metro
area in the past decade.
Source: Metro Atlanta Chamber of Commerce; RFA Dismal Sciences Inc./Goizueta Business School, Emory
University; First Union Bank & Economic Forecasting Department., Wall Street Journal; GA Dept of Labor
18
More Than 600,000 Jobs Have Been Created
In Metro Atlanta
Year Jobs Created
2003 68,100
2002 -15,300
2001 -60,400
2000 35,000
1999 80,000
1998 77,000
1997 55,900
1996 86,000
1995 84,100
1994 97,700
1993 85,600
Source: RFA Dismal Sciences Inc./Goizueta Business School, Emory University; First Union Bank & Economic
Forecasting Department., Wall Street Journal; GA Dept of Labor; *Projected from GSU Economic Forcasting Center
19
Atlanta’s Unemployment Rate Is
Lower Than The National Rate
5.7%
3.8%
United States ATLANTA
Source: U.S. Department of Labor- For March 2004; Georgia Dept. of Labor - For March 2004
20
Current Year Employment Increases
Among 272 metropolitan areas studied
by the Bureau of Labor Statistics….
• The largest over-the-year employment
increases were reported in Atlanta, with
47,400 new jobs.
• Atlanta ranked second among largest
metropolitan areas for highest over-the-
year percentage increase, with a 2.2%
gain.
Source: US Dept. of Labor - August 2003
21
Metro Atlanta Has A Lower Cost of Living Than Most Major
U.S. Metros And A High Average Household Income
Average U.S. Metro Area = 100 Average HH Income
Houston 91.6 $65,632
Dallas 98.0 $71,117
Atlanta 98.0 $71,835
Philadelphia 120.2 $67,092
Washington, DC 121.0 $84,849
Boston 135.5 $79,183
Los Angeles 135.2 $66,439
Chicago 135.7 $73,619
New York 175.1 $67,867
Source: ACCRA 3rd Quarter 2002 Cost of Living Index; 2004 Demographics Now
22
Do You Think You And Your Family Will
Be Better Off Financially A Year From Now?
Don't
Know
7%
Worse Off
14%
About The
Same
15% Better Off
64%
Source: Kennesaw State University Econometric Center – Third Quarter 2003
23
Atlanta’s Retail Sales Rank
In The Top Ten Nationally
2003 Nat’l 2003
Ranking Totals
(000’s)
Total Retail Sales 7 $66,900,532
Bldg Material/Garden Equip. & Supp. Store Sales 1 $8,193,152
Motor Vehicle/Parts Dealer Sales 5 $17,869,853
Grocery Store Sales 5 $7,643,549
Department Store Sales 6 $5,686,384
General Merchandise Store Sales 7 $7,498,631
Furniture/Home Furnishing Store Sales 7 $2,038,734
Women’s & Girl’s Clothing 8 $2,620,267
Footwear Sales 8 $930,973
Men’s and Boy’s Clothing 9 $1,437,195
Clothing & Clothing Store Sales 10 $2,828,248
Source: 2003 Demographics USA - County Edition
24
Of the Top Ten Markets, Atlanta Ranks
# 2 For Highest Retail Sales Per Household
Dallas $42,541
ATLANTA $41,148
Houston $39,912
Boston $38,924
Detroit $37,286
Chicago $35,374
Los Angeles $35,200
Washington $35,187
Philadelphia $34,521
New York $26,080
Source: 2003 Demographics USA - County Edition
25
Atlanta Is A Highly
Competitive Retail Market
Atlanta has 951 shopping centers.
The national average for retail space is 16 square feet per person. Metro Atlanta has
an average of 27 square feet per person.
Atlanta has 118 million square feet of retail space, and an additional 5.5 million under
construction.
In the past 4 years more than 6 million square feet of retail space have opened
including Mall of Georgia (Gwinnett), Arbor Place (Douglasville), Lenox Marketplace
(across from Phipps) Stonecrest Mall (DeKalb) and Discover Mills (Gwinnett).
Scheduled to open in spring 2005 is Atlantic Station, a 138-acre environmental
redevelopment of the former Atlantic Steel Mill in Midtown. The completed project
will include retail, office, residential, hotel and public park space. A projected 1.5
million feet will be devoted to retail and entertainment space, including restaurants
and movie theaters.
Source: Atlanta Business Chronicle, September 2003;
Dorey Market Analysis Group; National research Bureau;
Atlantic Station marketing/public relations office
26
Major Retail Arrivals And Departures
1999-2004
Arrivals
Galyan’s
Staples
Whole Foods
Mall of Georgia
Lenox Marketplace Discover Mills
Brandon’s
Arbor Place Mall Kohl’s
Aldi Foods Bloomingdale’s
Ritz Camera Eyeglass World Olson Tire Brandsmart
BJ’s Wholesale Filene’s Basement
Cost Plus World Market Fresh Value Foods Stonecrest Mall (October 2004)
Ashley Furniture HH Gregg
Walgreen’s Dekor Big Screen Store
1999 2000 2001 2002 2003 2004
Homeplace/ Waccamaw
A&P Roberd’s Avondale Mall Macy’s Lord & Taylor
Drug Emporium
MJ Design (announced)
Harris Teeter
Upton’s
Cub Foods
Dekor
Home Life
Departures
27
Atlanta MSA Demographics
Male 49% Children 1> in HH 41%
Female 51% Age 18-34 36%
Married 54% Age 35-54 43%
College Grad+ 26% Age 55+ 21%
Own Home 61% Median Age 18+ 40.4
White 65% HH Inc $50K+ 54%
Black 28% HH Inc $75K+ 33%
Median Income $53,996
Source: 2002-2003 Gallup Poll of Media Usage & Consumer Behavior - Atlanta Market
28
Atlantans’ Regular Activities
Total Adults
Walking for exercise 941,586
Home Exercise 636,873
Gardening 556,991
Arts and Crafts 374,626
Photography 359,894
Jogging/Running 299,130
Other Aerobic Exercise 296,044
Fishing 193,531
Swimming 185,409
Antiquing 181,883
Source: 2002-2003 Gallup Poll of Media Usage & Consumer Behavior - Atlanta Market
29
Events and Places Atlantans Attended
In the Past Year
Total Adults
Stone Mountain Park 1,146,349
Live Theater 1,060,742
Braves Game 1,018,565
Local Arts/Craft Festival 817,440
Underground Atlanta 816,548
Six Flags 746,806
Atlanta Zoo 683,544
Other concert 635,622
High School Sports Event 624,022
Lake Lanier 461,916
Little League Baseball 446,513
Falcons Game 425,946
Source: 2002-2003 Gallup Poll of Media Usage & Consumer Behavior - Atlanta Market
30
Competitive Media
The Atlanta
Journal-Constitution
31
Cox Enterprises, our parent company…
Cox Newspapers
includes AJC & VAL PAK
Cox Radio
Cox Television
Cox Communications
Video/Voice/Data
Manheim Auto Auctions
32
Atlanta Journal-Constitution overview:
Largest daily newspaper in the Southeast
More research & information than other media
properties
Average Sunday readership over 1,899,000 adults
Average daily readership over 1.2 million adults
Weekly zoning within 14 zones
More than 6,000 employees
33
Readership Of The
Atlanta Journal-Constitution
69% 72%
59% 57%
2002 Market
2000 Market
5-Weekday Cume 4-Sunday Cume
Source: 2002-2003 Gallup Poll of Media Usage & Consumer Behavior - Atlanta Market
34
AJC Share of Newspaper
Readers in Atlanta MSA
77% 92%
Read Read
AJC AJC
Base: Read a Daily Newspaper Yesterday Base: Read a Sunday Newspaper Last Sunday
Source: 2002-2003 Gallup Poll of Media Usage & Consumer Behavior - Atlanta Market
35
The AJC Has The Fourth Highest Market
Penetration Among The Top 10 MSA’s
Washington Post 73.4%
Dallas Morning News 67.9%
Houston Chronicle 66.6%
Atlanta Journal-Constitution 65.6%
Philadelphia Inquirer/News 61.7%
Detroit Free Press News 59.8%
Chicago Tribune 53.5%
Los Angeles Times 50.7%
Boston Globe 46.6%
New York Times 34.1%
Source: 2003 Scarborough Research, Inc. (Release 2)
4-Sunday Cume
36
AJC Readership Continues To Grow
Number of Adult Readers
1,280,100 2002-2003
Avg Issue M-F 2000-2001
1,173,421
Avg Issue 1,899,300
Sunday 1,834,821
1,923,200
5-Wkdy Cume
1,680,855
4-Sunday 2,230,300
Cume 2,127,980
Source: 2002-2003 Gallup Poll of Media Usage & Consumer Behavior - Atlanta Market
37
Atlanta Journal-Constitution
Reader Demographics
Atlanta Average Average AJC.com
MSA Weekday Sunday Past 30dys
Male 49% 50% 47% 50%
Female 51% 50% 53% 49%
Married 54% 59% 57% 53%
College Grad+ 26% 32% 30% 39%
Own Home 61% 67% 65% 58%
White 65% 66% 64% 60%
Black 28% 28% 30% 30%
Children 1+ 41% 41% 43% 47%
Age 18-34 36% 30% 32% 47%
Age 35-54 43% 44% 45% 44%
Age 55 Plus 21% 26% 23% 10%
Median Age 40 43 42 36
HH Inc $75K+ 33% 39% 37% 43%
Median HH Income $53,996 $60,467 $59,283 $66,297
Source: 2002-2003 Gallup Poll of Media Usage & Consumer Behavior - Atlanta Market
38
Big Three Networks’ Share of Viewing
Down An Average of 42% Since 1985
28.0%
ABC NBC
26.0%
24.0% CBS
22.0%
20.0%
18.0%
16.0%
14.0%
12.0%
10.0%
85-86 87-88 89-90 91-92 93-94 95-96 97-98 99-00
Source: Nielsen Media Research
39
As Network Viewership Declines
Cable Viewership Increases
80.0%
Cable
70.0%
Network
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
'91 '92 '93 '94 '95 '96 '97 '98 '99 '00 '01 '02
Source: Nielsen NTAR for various fourth quarters
40
In Atlanta, The AJC Delivers A Larger Audience
Than The Super Bowl On Any Given Sunday
2004 Super Bowl (New England vs. North Carolina)
44.2% 45.0%
42.0%
National Rating Local Rating Sunday
(CBS) (CBS-WGCL) AJC *Avg Issue in Atlanta DMA
Source: Nielsen, Scarborough
41
The Journal-Constitution Is The Most Efficient Medium
To Reach Atlanta Households With Income $50K+
AJC 1 Sunday Ad 56%
Cable TV 2,090 Spots 56%
Morning Drive
Radio 4,000 Spots 56%
Magazines 25 Ads 56%
Media selections based on top stations/print media for the target, including: morning drive radio WSB AM,
WVEE FM, WKLS FM, WALR FM and WABE FM (6am-10am, Mon-Fri); cable stations CNN, Fox 24-Hr News
Channel, TNT, Lifetime, F/X, HGTV Home & Garden, TLC, USA, BET and A&E (6am-2am Mon-Sun); and
magazines Southern Living, TV Guide, Newsweek, Time and Sports Illustrated.
Source: 2003 Scarborough Research,Inc. (Release 1)
42
Newspaper Advantages
Newspapers offer broad reach, favorable demos, zoning
capabilities, improved color reproduction and streamlined ordering
and billing.
“Newspapers provide the kind of touch points for people to get
the depth behind the broad premise laid out in other media,”
according to Ogilvy & Mather creative director Chris Wall.
Geographic targeting works well in newspapers--- with strong
results for retailers.
“The thing we see in newspapers is the immediacy,” says Stuart
Redsun, VP advertising for Gateway Computer. “With Gateway
having 300 stores in local markets, newspapers are really a way to
get the message out quickly, a targeted message for a given
amount of time. We see traffic after we run an ad in newspapers.”
Source: MediaWeek Magazine, April 30, 2001 edition; with data from Scarborough Research and
Readership Institute at the Media Management Center at Northwestern University
43
Newspaper Advantages
Compare newspapers’ mass media reach with television
fragmentation. 55.1% of the adult population in the U.S.
reads a newspaper on average each day. In a one-week
period, that number increases to 85%. Those numbers
compare to only 38.1% of adults reached in an average half-
hour of primetime TV.
“One thing we know is that media you can target
geographically should do better,” says Jon Mandel, co-
managing director of MediaCom. “The closer you can get to
the point of sale, especially in a recessionary environment,
the better off you’re going to be.”
Source: MediaWeek Magazine, April 30, 2001 edition; with data from Scarborough Research and
Readership Institute at the Media Management Center at Northwestern University
44