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Metro is the most read newspaper among young women in Philadelphia, the latest Nielsen Scarborough survey reveals.
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Metro loves Women! Women love Metro!
• Metro readership is predominantly women (56% of all readers), compared to traditional newspapers which tends to be men-biased
• Metro women readers are younger than the women readers of other newspapers
• Metro is the best vehicle for reaching young women in Philadelpia than any other newspaper
• Metro is the most efficient vehicle in terms of CPM for targeting women aged 18-34, 18-44 and 21-54 whereas Inquirer and Daily News are better suited for targeting women aged 55+ and 65+
• Metro female readers are more active in terms of earning income and they invest more in fitness & beauty than the readers of other titles
Source: Scarborough 2013-14, Universe = 3,316,205 women 18+ living in Philadelphia
Women VS. MenMetro is #1 female daily newspaper in Philadelphia
Metro
Inquirer
Daily News
56%
48%
36%
% Women readers
Source: Scarborough 2013-14, Universe = 3,316,205 women 18+ living in Philadelphia
Metro excels at reaching young WomenMetro is #1 vehicle for targeting women aged 18-34, 18-44 & 21-54
18 - 34 35 - 44 45 - 54 55 - 64 65 +5%
25%
45%
% Women readers per age group
Metro PhiladelphiaDaily NewsInquirer
Metro is best for targeting women from the younger age groups - up to 55 years old while competitors are better suited to reach women over 65 years old.
Source: Scarborough 2013-14, Universe = 3,316,205 Women 18+ living in Philadelphia
Reaching Young Women with MetroMetro reaches far more young women than any other newspaper
18 - 34
18 - 49
21 - 54
0 40,000 80,000 120,000
43,974
82,327
101,050
# daily Women readers
Daily News Inquirer Metro Philadelphia
Metro reaches more 18-34 year old women than the Inquirer & Daily News Combined
Source: Scarborough 2013-14, Universe = 3 316 205 women 18+ living in Philadelphia
Aspirational WomenInvesting in education, progressing their career and looking to move
Look for a new job
Buy/sell a house/condo/co-op
Attend adult continuing education classes
33%
12%
11%
Plans for next 12 months
Women Philadelpians Women Metro Readers
Index=158
137
128
Metro Women readers are 58% more likely to look for a new job and 37% more likely to buy/sell a place than the average Philadelphian woman.
Source: Scarborough 2013-14, Universe = 3,316,205 women 18+ living in Philadelphia
Active, employed womenMetro has more female readers with personal income than others
working or studying
working
white collar
68%
63%
51%
Work status among Women readers
Inquirer Daily News Metro Philadelphia
Source: Scarborough 2013-14, Universe = 3,316,205 women 18+ living in Philadelphia
Healthy & Fashionable WomenMetro Women readers are #1 spenders on all things fitness & beauty
did yoga / pilates in the last 12 months
used a day spa in the last 3 months
shopped in jewelry stores in the past 3 months
23%
11%
24%
Metro Women readers vs other readers and population
Female population Inquirer Daily News Metro
Metro female readers are 152% more likely to use a spa and 44% more likely to shop in a jewelery store than Daily News readers.
Source: Scarborough 2013-14, Universe = 3,316,205 women 18+ living in Philadelphia