If you want to reach younger singles en masse, hit the major
markets a la Chicago, L.A. and New York. But if you want to target
"singles," so to speak, who now have more free time on their hands
- after the kids have gone off to college - you have a much wider
scope.
Delahaye's study of the top 10 markets for affluent empty
nesters (defined as $35K or above in income and 45+ in age)
includes Fort Myers-Naples, Fla., rated first, followed by
Washington, D.C., and Sacramento, Calif. But the empty nesters are
not just near the country's coastal areas; they also reside in
places like Phoenix, Denver and Minneapolis- St. Paul.
The nation's capital, meanwhile, is No. 1 for affluent folks
with kids as well as for the empty nesters (50+) whose kids have
left the coop. It's important to note, however, that this
concentration of dollars encompasses the D.C. metro area, which
includes southern Maryland and Northern Virginia.
Sure, more than a few congressmen bunk in Georgetown or the
Capital area, but many more of them head out to the 'burbs after
the workday is done.
| TARGET: AFFLUENT EMPTY NESTERS--$35K+/NO KIDS HOME/AGE 45+ |
||||
|---|---|---|---|---|
| Top Markets | Adults Surveyed | Target Surveyed | Top Newspaper | Adult Readership |
| Fort Myers-Naples, FL |
615,000
|
188,000
|
News Press |
220,600
|
| Washington, DC |
3,544,000
|
811,000
|
Washington Post |
2,227,800
|
| Sacramento, CA |
1,439,000
|
327,000
|
Sacramento Bee |
797,000
|
| Melbourne-Titusville-Cocoa, FL |
390,000
|
87,000
|
Florida Today |
213,200
|
| San Francisco, CA |
5,405.000
|
1,173,000
|
San Francisco Chronicle |
1,406,700
|
| Phoenix, AZ |
2,436,000
|
519,000
|
Arizona Republic |
981,800
|
| Denver, CO |
1,897,000
|
401,000
|
Denver Post |
647,600
|
| Wilmington, NC |
195,000
|
40,000
|
Star News |
117,300
|
| Minneapolis-St. Paul, MN |
2,244,000
|
454,000
|
Star Tribune |
1,052,900
|
| Daytona Beach, FL |
415,000
|
82,000
|
News Journal |
231,500
|
| TARGET: AFFLUENT FULL NESTERS--$50K+/KIDS AT HOME |
||||
|---|---|---|---|---|
| Top Markets | Adults Surveyed | Target Surveyed | Top Newspaper | Adult Readership |
| Washington, DC |
3,544,000
|
1,136,000
|
Washington Post |
2,227,800
|
| Minneapolis-St. Paul, MN |
2,244,000
|
717,000
|
Star Tribune |
1,052,900
|
| Atlanta, GA |
3,238,000
|
897,000
|
Journal-Constitution |
1,435,500
|
| Madison, WI |
397,000
|
108,000
|
State Journal |
239,700
|
| Kansas City, MO |
1,315,000
|
353,000
|
Kansas City Star |
707,900
|
| San Jose, CA |
1,328,000
|
354,000
|
Mercury News |
697,000
|
| ST. Louis |
1,929,000
|
512,000
|
Post Dispatch |
908,500
|
| Des Moines, IA |
411,000
|
108,000
|
Des Moines Register |
273,800
|
| Omaha, NE/Council Bluffs, IA |
512,000
|
133,000
|
Omaha World-Herald |
328,200
|
| Baltimore, MD |
1,959,000
|
494,000
|
Pennysaver |
906,900
|