audience
YOUR TIMES-DISPATCH MEDIA
Richmond Times-Dispatch | TimesDispatch.com | Richmond.com
%
Combined
% Visit Print/Online
All % Read % Read % Read TD.com Past Week
Adults Daily Sunday Past Week Past Week Audience
d
richmond Richmond CBSA
AGE
923,400 37% 49% 65% 16% 69%
cbsa CORE-BASED
18 - 34
35 - 44
45 - 54
272,900
175,700
186,700
16%
33%
42%
28%
52%
58%
48%
66%
71%
19%
18%
16%
55%
70%
74%
55 or Older 288,100 56% 60% 76% 10% 78%
STATISTICAL AREA
EDUCATION LEVEL
College Graduate or More 257,700 43% 56% 72% 25% 79%
Some College/Technical 258,400 35% 49% 67% 17% 71%
High School or Less 407,300 34% 44% 59% 8% 61%
OCCUPATION
Manager, Professional 247,000 37% 55% 73% 25% 79%
Other White Collar 139,200 39% 51% 67% 19% 71%
All Other Employed 237,100 32% 41% 57% 12% 63%
Retired 142,200 55% 57% 73% 7% 75%
GENDER
Men 442,000 39% 46% 64% 15% 68%
Women 481,400 35% 51% 65% 16% 69%
CHILD UNDER 18 IN
HOUSEHOLD
Children in Household 342,400 28% 46% 58% 19% 62%
HOUSEHOLD INCOME
$75,000 or more 380,800 42% 58% 75% 22% 80%
$50,000 - $74,999 196,200 33% 45% 60% 14% 63%
To $50,000 346,400 34% 40% 56% 10% 60%
Median Household
$64,695 $70,091 $74,319 $72,351 $84,961 $72,507
Income
RESIDENCE
Own 675,400 41% 54% 71% 16% 75%
Rent 198,100 29% 34% 52% 12% 56%
RACE
White 627,500 41% 52% 68% 17% 72%
Non-white 295,900 30% 42% 58% 11% 62%
HOUSEHOLDS: 466,316
TOTAL POPULATION: 1,194,006 Caroline
Louisa King & Queen
ADULTS 18+: 923,400
Hanover King
Cities of Richmond, Colonial Heights, Hopewell and Goochland
William
Petersburg; counties of Chesterfield, Hanover, Henrico, Cumberland hm
ond
Powhatan
Ric
Amelia, Caroline, Charles City, Cumberland, Dinwiddie, Henrico New Kent
Goochland, King and Queen, King William, Louisa, New Amelia Chesterfield
Kent, Powhatan, Prince George, Sussex Prince
Charles
City
George
Colonial Heights Dinwiddie Hopewell
Study: Richmond, VA 2008 Release 2; Release: Oct 2007 – Sep 2008); Base: Richmond CBSA
Past week readership is 5 weekdays, 1 Saturday and 1 Sunday issue. Sussex
How to read: 39% of men in the CBSA read the Richmond Times-Dispatch on the average weekday. 46% read on the average Sunday. 64% read at least once a
week on average. 15% visit TimesDispatch.com at least once a week on average. 68% read the newspaper or visit the website at least once a week on average. Petersburg
The median is the midpoint in a range of numbers; half the numbers are higher and half are lower.
Profile of our combined online and newspaper readership.
AGE EDUCATION OCCUPATION HOUSEHOLD INCOME
35 and older Some college or more White collar $50,000 or more
75% 75% 76% 74%
CBSA all adults 35 CBSA all adults with CBSA total white collar 42% CBSA all adults in household
and older 70% some college or more 56% with income $50k or more 62%
Note: Combined print & online audience
in the past 7 days.
customers in our audience
Retail Stores Shopped
7 days
Print &
PAST 3 MONTHS: Print Online
Apparel 817,700 66% 70%
Bookstores 517,400 67% 72%
Florists 115,700 74% 79%
Jewelry 158,600 66% 69%
Music / Video 490,600 63% 68%
Office Supplies 459,300 67% 72%
Pet Supplies 397,500 66% 70%
Shoes 690,700 65% 69%
Sporting Goods 402,400 68% 72%
Toys 326,900 61% 66%
Wine 296,100 73% 76%
7 days
RESTAURANTS Print &
PAST 12 MONTHS: Print
(USED PAST 7 DAYS): Online
Appliances 278,300 66% 69% Fast-Food 596,500 65% 70%
Carpet / Flooring 263,400 68% 72% Sit-Down 383,900 67% 71%
Computers 438,500 64% 71% Chinese 97,500 62% 68%
Electronics 572,600 64% 68% Coffeehouse 40,900 70% 75%
Furniture / Mattresses 455,700 64% 69% Italian 89,100 71% 75%
Hardware / Lawn & Mexican 86,600 70% 74%
758,900 68% 71%
Garden Seafood 61,100 66% 71%
Study: Richmond, VA 2008 Release 2; Release: Oct 2007 – Sep 2008); Base: Richmond CBSA
How to read: 66% of adults in the CBSA who shopped for apparel in the past 3 months read the Richmond Times-Dispatch at least once a week.
How to read: 70% of adults in the CBSA who shopped for apparel in the past 3 months read the Richmond Times-Dispatch and/or visit Times-Dispatch.com at least once a week.
c
customers in our audience
Items/ Services Purchased (Past 12 months)
7 days
Print & 7 days
Print
APPAREL: Online
COUPON USAGE: (AT LEAST ONCE Print &
Athletic Shoes 395,900 64% 68% Print
PAST 7 DAYS) Online
Children’s Clothing 289,100 61% 65%
Grocery 293,100 70% 73%
Cosmetics 452,400 67% 70%
Other (non-grocery) 103,300 69% 73%
Jewelry 347,600 67% 70%
Men’s Clothing / Shoes 502,800 66% 71% TRAVEL SERVICES USED
Women’s Clothing / Shoes 516,300 66% 70% (PAST 12 MONTHS):
Car Rental 279,500 68% 73%
HOUSEHOLD ITEMS: Hotel / Motel 199,400 66% 70%
Carpet / Flooring 176,000 71% 76% PLACES VISITED: (PAST 12 MOS.)
Furniture 194,800 65% 72%
Hardware / Lawn & Garden 707,400 68% 72% Fredericksburg 44,800 62% 66%
Mattress 147,300 68% 73% Myrtle Beach, SC 119,600 66% 68%
Sports Equipment 148,500 75% 81% Outer Banks, NC 167,600 74% 77%
Television 226,900 64% 69% Virginia Beach 247,700 67% 70%
Washington, DC 125,100 66% 73%
HOME IMPROVEMENT Williamsburg 173,900 67% 70%
SERVICES:
Study: Richmond, VA 2008 Release 2; Release: Oct 2007 – Sep 2008); Base: Richmond CBSA
Landscaping 231,800 71% 74% How to read: 64% of adults in the CBSA who purchased athletic shoes in the past 12 months read the
Richmond Times-Dispatch at least once a week.
Remodeled Bathroom 128,800 65% 68% How to read: 68% of adults in the CBSA who purchased athletic shoes in the past 12 months read the
Richmond Times-Dispatch and/or visit Times-Dispatch.com at least once a week.
Remodeled Kitchen 122,800 66% 72%
Heating or Air Conditioning 81,500 63% 69%
AGE EDUCATION
18-44 Some college or more
59% 76%
CBSA all adults CBSA all adults with
timesdispatch.com 18-44 47% some college or more 56%
& richmond.com
audience OCCUPATION HOUSEHOLD INCOME
White collar $50,000 or more
62% 77%
CBSA total white collar 42% CBSA all adults in household
with income $50k or more 63%
Note: Online audience in the past 7 days.