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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 and the Seattle P-I, in combination with The Seattle Times Company's Online Network, serve the market effectively with significant reach of each demographic group.

Demographics

Seattle-Bellevue-
Everett MD

5-Issue Weekday Newspaper Reach

4-Issue Sunday Reach

Past Week Newspaper and STC Online Network Reach

TOTAL AUDIENCE

       

Number of Adults

1,928,400

1,021,500

1,133,300

1,363,900

 

100%

53%

59%

71%

Gender

       

Men

954,800

523,800

549,000

683,800

 

49%

55%

58%

72%

Women

973,600

497,700

584,400

680,100

 

51%

51%

60%

70%

Age

       

18 - 24

218,200

95,600

105,000

131,500

 

11%

44%

48%

60%

25 - 34

348,300

157,000

161,000

233,700

 

18%

45%

46%

67%

35 - 44

414,300

202,600

254,400

307,100

 

22%

49%

61%

74%

45 - 54

401,100

222,400

253,500

290,000

 

21%

56%

63%

72%

55 or older

546,600

343,900

359,400

401,600

 

28%

63%

66%

74%

HHI

       

Less than $25,000

163,600

64,400

68,900

85,400

 

8%

39%

42%

52%

$25,000 - $49,999

539,700

263,600

299,300

356,300

 

28%

49%

56%

66%

$50,000 - $74,999

397,400

224,000

227,400

294,900

 

21%

56%

57%

74%

$75,000 or more

827,700

469,400

537,700

627,300

 

43%

57%

65%

76%

Home Ownership

       

Own

1,366,000

762,800

857,900

1,006,300

 

71%

56%

63%

74%

Rent or Other

562,400

258,600

275,400

357,700

 

29%

46%

49%

64%

Education

       

College graduate or higher

672,200

410,200

460,800

539,200

 

35%

61%

69%

80%

Some college

650,100

335,800

377,400

460,900

 

34%

52%

58%

71%

HS graduate or less

606,000

275,500

295,100

363,800

 

31%

46%

49%

60%

Employment Status

       

White collar

911,500

516,200

565,400

714,000

 

47%

57%

62%

78%

Blue collar

425,100

192,200

211,900

252,100

 

22%

45%

50%

59%

Not employed*

591,700

313,100

356,100

397,800

 

31%

53%

60%

67%

How to read: Of the 1,928,400 adults in the Seattle-Bellevue-Everett MD, 954,800 (49%) of adults are male while 973,600 (51%) are female. Among men, 523,800 (55%) read at least one of five weekday issues in The Seattle Times or the Seattle P-I and 549,000 (58%) read at least one of four issues in the Sunday Seattle Times and P-I. When 30-days of the STC Online Network is combined with five weekday issues, one Saturday issue and one Sunday issue of The Seattle Times and the Seattle P-I, the net reach of men increases to 683,800 (72%).
* Not employed includes adults 18 and over who are retirees, students and those not looking for jobs Note: Seattle-Bellevue-Everett MD (Seattle metro) refers to the Metropolitan Division, which includes King and Snohomish counties.
Base: Seattle-Bellevue-Everett MD (1,928,400 adults)
Source: 2007 Scarborough Report, Release 1