You know the drill: You have a long flight ahead of you so you hit the nearest newsstand and pile up on newspapers and magazines for some catch-up time. But in PR campaigns
geared toward air travelers - particularly in regional-based campaigns - less is definitely more. In most of the top markets, people who fly tend to read their hometown
newspapers. In the Washington, D.C. area; for example, air travelers prefer to read the Washington Post rather than, say, the Wall Street Journal. So if you have a product or
service catering to air travelers, it simply becomes a numbers game (which, of course, depends on your budget). The biggest concentrations of travelers who read newspaper are in
several of the country's major hubs: For people who have traveled three times domestically in the last year, Washington, D.C., Atlanta and the Seattle-Tacoma area had the highest
proportion of readers (for their respective dailies) while D.C., Denver and Atlanta had the highest proportions of readers traveling on business.
| Target: DOMESTIC AIR TRAVEL--FLEW 3+ TIMES PAST YEAR | |||||
|---|---|---|---|---|---|
| Top Markets | Total Adults Surveyed | Target Adults Surveyed | Top Newspaper | Total Adult Readership | Total Target Readership |
| WASHINGTON, DC |
3,544,000
|
977,000
|
Washington Post |
2,227,800
|
675,900
|
| SAN JOSE, CA |
1,328,000
|
320,000
|
San Jose Mercury news |
697,000
|
188,000
|
| DENVER, CO |
1,897,000
|
443,000
|
Denver Post/Rocky Mountain News |
1,075,200
|
262,400
|
| BOISE, ID |
332,000
|
73,000
|
Idaho Statesman |
165,000
|
44,700
|
| PHOENIX, AZ |
2,436,000
|
521,000
|
Arizona Republic |
981,800
|
280,200
|
| ANN ARBOR, MI |
260,000
|
55,000
|
Ann Arbor Observer |
128,500
|
31,900
|
| COLORADO SPRINGS, CO |
395,000
|
82,000
|
The Gazette |
229,300
|
50,100
|
| ATLANTA, GA |
3,238,000
|
668,000
|
Atlanta Journal-Constitution |
1,435,500
|
449,100
|
| MELBOURNE-TITUSVILLE-COCOA, FL |
390,000
|
79,000
|
Florida Today |
213,200
|
44,600
|
| SEATTLE-TACOMA, WA |
2,772,000
|
563,000
|
Seattle Times/Post Intelligencer |
1,052,200
|
281,900
|
| Target: PRIMARY BUSINESS AIR TRAVELERS | |||||
|---|---|---|---|---|---|
| Top Markets | Total Adults Surveyed | Target Adults Surveyed | Top Newspaper | Total Adult Readership | Total Target Readership |
| WASHINGTON, DC |
3,544,000
|
937,000
|
Washington Post |
2,227,800
|
636,300
|
| SAN JOSE, CA |
1,328,000
|
287,000
|
San Jose Mercury News |
697,000
|
155,600
|
| DENVER, CO |
1,897,000
|
388,000
|
Denver Post/Rocky Mountain News |
1,075,200
|
228,600
|
| BOISE, ID |
332,000
|
67,000
|
Idaho Statesman |
165,000
|
39,300
|
| COLORADO SPRINGS, CO |
395,000
|
79,000
|
The Gazette |
229,300
|
47,700
|
| RALEIGH-DURHAM, NC |
959,000
|
190,000
|
News & Observer |
399,500
|
76,900
|
| ANN ARBOR, MI |
260,000
|
51,000
|
Ann Arbor Observer |
128,500
|
30,900
|
| SAN FRANCISCO, CA |
5,405,000
|
1,013,000
|
San Francisco Chronicle |
1,406,700
|
213,300
|
| ORLANDO, FL |
1,157,000
|
214,000
|
Orlando Sentinel |
604,800
|
128,100
|
| ATLANTA, GA |
3,238,000
|
589,000
|
Atlanta Journal-Constitution |
1,435,500
|
325,400
|
Source: Delahaye Medialink Worldwide, 2004