Jerry Seinfeld's fictional folks may have retired to "Del Boca
Vista," a not-so-subtle substitute for Boca Raton, Delray Beach or
any of the other South Florida spots that cater to the senior
crowd. But according to Delahaye, graying affluents are more
spread out in the United States (and, despite advertisers' fixation
on the 18-to-49-year- old crowd, they also have a good deal of
disposable income, too).
Fort Myers, Fla. (on the Gulf coast) places second among the
over-50 affluent crowd (with family income $50,000+), but
Washington, D.C. is first, with Philadelphia, Sacramento, Calif.,
and the Bay Area filling out the top five spots. The variety of
places that retired and soon-to-be-retired people live is not
unlike the locales for affluent empty nesters ($35,000+) and
affluent full nesters ($50,000+)(see PR News, Feb. 23,
2005).
Affluent working women also are scattered throughout the
country, but they are not found (remarkably) in the top markets
like New York City, L.A. and Chicago.
| TARGET: GRAYING AFFLUENTS--AGE 50+/FAMILY INCOME $50,000+ |
|||||
|---|---|---|---|---|---|
| Top Markets | Adults Surveyed | Target Surveyed | Top Newspaper | Adult Readership | Target Readership |
| Washington, DC |
3,544,000
|
735,000
|
Washington Post |
2,227,800
|
554,300
|
| Fort Myers-Naples, FL |
615,000
|
118,000
|
News Press |
220,600
|
49,400
|
| Philadelphia, PA/NJ |
3,780,000
|
621,000
|
Philadelphia Inquirer |
1,288,700
|
298,200
|
| Sacramento, CA |
1,439,000
|
236,000
|
Sacramento Bee |
797,000
|
176,600
|
| San Francisco, CA |
5,405,000
|
824,000
|
San Francisco Chronicle |
1,406,700
|
278,100
|
| Jacksonville, FL |
878,000
|
132,000
|
Times-Union |
461,100
|
102,500
|
| Kansas City, MO/KS |
1,315,000
|
192,000
|
Kansas City Star |
707,900
|
141,200
|
| Madison, WI |
397,000
|
58,000
|
State Journal |
239,700
|
42,700
|
| Melbourne-Titusville-Cocoa, FL |
390,000
|
57,000
|
Florida Today |
213,200
|
40,700
|
| Las Vegas, NV |
1,165,000
|
168,000
|
Review Journal |
503,500
|
97,500
|
| TARGET: GRAYING AFFLUENTS--AGE 50+/FAMILY INCOME $50,000+ |
|||||
|---|---|---|---|---|---|
| Top Markets | Adults Surveyed | Target Surveyed | Top Newspaper | Adult Readership | Target Readership |
| Washington, DC |
3,544,000
|
938,000
|
Washington Post |
2,227,800
|
494,400
|
| Minneapolis-St. Paul, MN |
2,244,000
|
506,000
|
Star Tribune |
1,052,900
|
169,400
|
| Madison, WI |
397,000
|
81,000
|
State Journal |
239,700
|
48,800
|
| Boston, MA |
3,969,000
|
764,000
|
Boston Globe |
1,461,900
|
246,100
|
| Denver, CO |
1,897,000
|
352,000
|
Denver Post |
647,600
|
138,100
|
| Des Moines, IA |
411,000
|
75,000
|
Des Moines Register |
273,800
|
51,600
|
| Kansas City, MO/KS |
1,315,000
|
241,000
|
Kansas City Star |
707,900
|
126,400
|
| Omaha, NE/Council Bluffs, IA |
512,000
|
88,000
|
Omaha World-Herald |
328,200
|
55,700
|
| Baltimore, MD |
1,959,000
|
325,000
|
Pennysaver |
906,900
|
185,900
|
| Atlanta, GA |
3,238,000
|
524,000
|
Journal-Constitution |
1,435,500
|
247,600
|