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Audience Profile
Demographic Profile: NYTimes.com
Source: Nielsen @Plan Fall 2007
| Online Universe | New York Times on the Web | |||||
|---|---|---|---|---|---|---|
| Reach | % Comp | Reach | % Covg | % Comp | Index | |
| ADULTS | 143,488,000 | 100.0 | 14,187,000 | 9.9 | 100 | 100 |
| Female | 81,974,000 | 57.1 | 6,697,000 | 8.2 | 47.2 | 83 |
| Male | 61,514,000 | 42.9 | 7,491,000 | 12.2 | 52.8 | 123 |
| AGE | ||||||
| 25-54 | 90,700,000 | 63.2 | 8,103,000 | 8.9 | 57.1 | 90 |
| 35+ | 114,529,000 | 79.8 | 12,085,000 | 10.6 | 85.2 | 107 |
| Mean | 45.8 | -- | 48.2 | -- | -- | 105 |
| Median | 46.4 | -- | 49.1 | -- | -- | 106 |
| EDUCATION | ||||||
| Any College | 111,746,000 | 77.9 | 13,159,000 | 11.8 | 92.7 | 119 |
| College Grad / Post Grad | 73,365,000 | 51.1 | 10,594,000 | 14.4 | 74.7 | 146 |
| Post Grad | 32,638,000 | 22.7 | 6,569,000 | 20.1 | 46.3 | 204 |
| OCCUPATION / JOB LEVEL | ||||||
| Employed Full Time | 82,058,000 | 57.2 | 8,284,000 | 10.1 | 58.4 | 102 |
| Professional/Managerial | 46,663,000 | 32.5 | 6,461,000 | 13.8 | 45.5 | 140 |
| Sr. Management - Any | 10,060,000 | 7.0 | 1,334,000 | 13.3 | 9.4 | 134 |
| C-Level Exec/Owner - Any | 6,978,000 | 4.9 | 857,000 | 12.3 | 6 | 124 |
| HOUSEHOLD INCOME | ||||||
| HHI: $75,000+ | 61,952,000 | 43.2 | 7,685,000 | 12.4 | 54.2 | 125 |
| HHI: $100,000+ | 35,949,000 | 25.1 | 4,990,000 | 13.9 | 35.2 | 140 |
| HHI: $150,000+ | 13,667,000 | 9.5 | 2,149,000 | 15.7 | 15.2 | 159 |
| Mean | $77,715 | -- | $90,038 | -- | -- | 116 |
| Median | $67,545 | -- | $80,481 | -- | -- | 119 |
| TYPE OF RESIDENCE | ||||||
| Own a Residence | 113,777,000 | 79.3 | 10,980,000 | 9.7 | 77.4 | 98 |
| Own Apartment / Condo / Multi-Family Home | 6,265,000 | 4.4 | 1,113,000 | 17.8 | 7.8 | 180 |
| Rent a Residence | 16,725,000 | 11.7 | 2,025,000 | 12.1 | 14.3 | 122 |
| MARITAL STATUS | ||||||
| Married | 98,885,000 | 68.9 | 9,226,000 | 9.3 | 65.0 | 94 |
| Not Married | 42,867,000 | 29.9 | 4,846,000 | 11.3 | 34.2 | 114 |
| CURRENT MARKET VALUE OF PORTFOLIO | ||||||
| Portfolio: $250,000+ | 20,551,000 | 14.3 | 3,118,000 | 15.2 | 22.0 | 153 |
| Portfolio: $500,000+ | 10,531,000 | 7.3 | 1,737,000 | 16.5 | 12.2 | 167 |
| Portfolio: $1,000,000+ | 4,259,000 | 3.0 | 775,000 | 18.2 | 5.5 | 184 |
| TOP DMAs | ||||||
| Top 5 | 25,127,000 | 17.5 | 3,826,000 | 15.2 | 27.0 | 154 |
| Top 10 | 39,826,000 | 27.6 | 5,394,000 | 13.5 | 38.0 | 138 |
| Top 25 | 69,225,000 | 48.2 | 7,918,000 | 11.4 | 56.0 | 116 |
Universe is active Internet users age 18+.
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Fact #13
71% of New York Times Magazine readers have taken action in response to the ads they've seen in the Magazine.
- Source: 2006 Magazine Reader Survey
