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DEMOGRAPHICS
Seattle Metro: an area of educated, affluent adults

Any well-planned advertising campaign or company initiative needs to meet one key objective: it needs to understand the audience it intends to serve.

Do you know the age breakdowns of metro Seattle? How about household income and educational achievement? And where The Seattle Times Company's audience fits in?

In looking at the demographic characteristics of the Seattle-Bellevue-Everett MD, you will notice that it is a well-educated, affluent market with high levels of home ownership and a predominantly white-collar workforce. The Seattle Times Company Print and Online Network serves the market effectively with significant reach of each demographic group.

Demographics Seattle-Bellevue-Everett MD Adults STC Print and Online Network Reach STC Print Audience Reach
(7 days) 		STC Online Network Reach
(30 days)
TOTAL ADULTS 1,989,400 1,393,500 1,191,400 578,300
Seattle/Bellevue/Everett MD 100% 70% 60% 29%
GENDER        
Men 50% 70% 61% 30%
Women 50% 70% 59% 28%
AGE        
18 - 34 29% 64% 49% 35%
35 - 44 21% 68% 54% 37%
45 - 54 21% 74% 65% 30%
55 or older 29% 75% 71% 17%
HOUSEHOLD INCOME        
Less than $25,000 8% 61% 57% 11%
$25,000 to $49,999 24% 66% 58% 21%
$50,000 - $74,999 19% 70% 60% 27%
$75,000 - $99,999 19% 72% 63% 34%
$100,000 - $149,999 18% 73% 57% 40%
$150,000 or more 12% 77% 66% 35%
HOME OWNERSHIP        
Own 73% 72% 62% 30%
Rent or other 27% 65% 54% 26%
EDUCATION        
College graduate or higher 35% 80% 68% 40%
Some college 34% 72% 61% 28%
HS graduate or less 31% 57% 50% 18%
OCCUPATION SUMMARY        
White collar 49% 77% 62% 40%
Blue collar 19% 60% 54% 20%
LENGTH OF TIME AT RESIDENCE        
Less than 5 years 42% 67% 54% 33%
Five or more years 58% 72% 64% 26%
RACE/HISPANIC        
White (non-Hispanic) 76% 70% 61% 29%
Black/African American 5% 78% 71% 26%
Asian 6% 79% 62% 36%
Other 5% 76% 66% 36%
Hispanic 7% 49% 39% 22%
MARITAL STATUS        
Married 58% 72% 61% 31%
Single, never married 28% 68% 57% 32%
Divorced/separated/widowed 14% 68% 63% 16%
PRESENCE OF CHILDREN IN HOUSEHOLD      
One or more 38% 69% 54% 36%
None 62% 71% 63% 25%

How to read: Of the 1,989,400 adults in King and Snohomish counties, 50% are men and 50% are women. Among the men 70% access The Seattle Times Company either in print in the past week or online during the past month. In a typical week, 61% read The Seattle Times newspaper and 30% access Web sites in The Seattle Times Company Online Network in a typical month.

Source: 2008 Scarborough Report, Release 2 Base: Seattle-Bellevue-Everett MD

* The STC Print and Online Network includes five Monday - Friday issues of The Seattle Times, one Saturday issue and one issue of the Sunday Seattle Times and an average month of visitors to seattletimes.com, NWsource.com, NWjobs.com, NWautos.com and NWhomes.