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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 1,966,800 1,068,400 1,147,600 1,400,200
  100% 54% 58% 71%
Gender        
Men 975,100 559,800 566,800 709,300
  50% 57% 58% 73%
Women 991,700 508,600 580,800 690,900
  50% 51% 59% 70%
Age        
Age 18 - 24 222,300 134,500 104,400 161,500
  11% 61% 47% 73%
Age 25 - 34 346,400 146,500 154,700 228,800
  18% 42% 45% 66%
Age 35 - 44 417,400 200,700 230,100 282,800
  21% 48% 55% 68%
Age 45 - 54 410,200 236,200 269,500 298,700
  21% 58% 66% 73%
55 or older 570,600 350,500 388,900 428,400
  29% 61% 68% 75%
HHI        
Less than $25,000 171,100 84,600 89,700 99,200
  9% 49% 52% 58%
$25,000 - $49,999 498,500 260,600 270,100 336,900
  25% 52% 54% 68%
$50,000 - $74,999 382,600 208,900 218,200 274,200
  19% 55% 57% 72%
$75,000 or more 914,600 514,300 569,600 689,900
  47% 56% 62% 75%
Home Ownership        
Own 1,414,600 788,900 891,500 1,036,400
  72% 56% 63% 73%
Rent Or Other 552,200 279,500 256,100 363,800
  28% 51% 46% 66%
Education        
College graduate or higher 688,000 424,000 462,500 559,600
  35% 62% 67% 81%
Some college 665,300 371,300 405,300 487,600
  34% 56% 61% 73%
HS graduate or less 613,500 273,100 279,900 353,000
  31% 45% 46% 58%
Employment Status        
White collar 915,600 524,600 556,500 715,500
  47% 57% 61% 78%
Blue collar 399,500 188,300 197,200 244,100
  20% 47% 49% 61%
Not employed* 651,700 355,500 393,900 440,500
  33% 55% 60% 68%

How to read: Of the 1,966,800 adults in the Seattle-Bellevue-Everett MD, 975,100 (50%) of the adults are male while 991,700 (50%) are female. Among men, 559,800 (57%) read at least one of five weekday issues in The Seattle Times or the Seattle P-I and 566,800 (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 Tmes and the Seattle P-I, the net reach of men increases to 709,300 (73%).
Note: Seattle-Bellevue-Everett MD (Seattle metro) refers to the Metropolitan Division, which includes King and Snohomish counties.
* Not employed includes adults 18 and over who are retirees, students and those not looking for jobs.
Base: Seattle/Bellevue/Everett MD (1,966,800 adults)
Source: 2008 Scarborough Report, Release 1