Get out of the big city. See America. Save money. Grow your nest
egg. While the high rollers may be on the right and left coasts of
the country, the highest concentrations of personal savings are in
the nation's smaller- to mid-size markets.
Madison, Wisc., for example -- more or less a college town -- is
the top market for people who have an IRA/Keough account, and it's
the second-biggest market for people who have CDs/savings
certificates. Omaha, Neb./Council Bluffs, Iowa is another region
where people save more than they spend, apparently.
(Perhaps, it makes perfect sense that Nebraska is one of the
states with a strong savings rate, what with favorite son Warren
Buffett constantly preaching the virtues of sound investment.)
Des Moines, Iowa, also is in the Top 10 markets when it comes to
people who own IRAs/Keough accounts or CDs/savings certificates.
Boston, Minneapolis-St. Paul, and Washington, D.C. are some of the
larger areas that have a lot of IRA, CDs, etc.
| TARGET: HAVE IRA/KEOGH ACCOUNT |
|||||
|---|---|---|---|---|---|
| Top Markets | Adult Population | Target Surveyed | Top Newspaper | Adult Readership | Target Readership |
| Madison, WI |
397,000
|
198,000
|
State Journal |
239,700
|
129,700
|
| Washington, DC |
3,544,000
|
1,767,000
|
Washington Post |
2,227,800
|
1,272,600
|
| Des Moines, IA |
411,000
|
191,000
|
Des Moines Register |
273,800
|
147,300
|
| Denver, CO |
1,897,000
|
870,000
|
Denver Post |
647,600
|
390,600
|
| Seattle-Tacoma, WA |
2,772,000
|
1,254,000
|
Seattle Times |
795,600
|
441,200
|
| Boston, MA |
3,969,000
|
1,762,000
|
Boston Globe |
1,461,900
|
731,100
|
| Minneapolis-St. Paul, MN |
2,244,000
|
999,000
|
Star Tribune |
1,052,900
|
575,600
|
| Omaha, NE/Council Bluffs, IA |
512,000
|
228,000
|
Omaha World-Herald |
328,200
|
161,000
|
| Baltimore, MD |
1,959,000
|
857,000
|
Baltimore Sun |
981,800
|
442,100
|
| San Jose, CA |
1,328,000
|
580,000
|
Mercury News |
697,000
|
336,200
|
| TARGET: HAVE CDs/SAVINGS CERTIFICATES |
|||||
|---|---|---|---|---|---|
| Top Markets | Adult Population | Target Surveyed | Top Newspaper | Adult Readership | Target Readership |
| Washington, DC |
3,544,000
|
1,198,000
|
Washington Post |
2,227,800
|
917,300
|
| Madison, WI |
397,000
|
133,000
|
State Journal |
239,700
|
85,200
|
| Peoria, IL |
260,000
|
85,000
|
Journal Star |
162,800
|
58,800
|
| St. Louis, MO |
1,929.000
|
596,000
|
Post Dispatch |
908,500
|
271,800
|
| Boston, MA |
3,969,000
|
1,210,000
|
Boston Globe |
1,461,900
|
456,500
|
| Kansas City, MO/KS |
1,315,000
|
402,000
|
Kansas City Star |
707,900
|
250,000
|
| Minneapolis-St. Paul, MN |
2,244,000
|
689,000
|
Star Tribune |
1,052,900
|
316,600
|
| Cleveland, OH |
1,605,000
|
484,000
|
Plain Dealer |
939,100
|
329,400
|
| Des Moines, IA |
411,000
|
124,000
|
Des Moines Register |
273,800
|
91,300
|
| Omaha, NE/Council Bluffs, IA |
512,000
|
151,000
|
Omaha World-Herald |
328,200
|
105,800
|