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Target different audiences by their reading behavior
The early week reader is more likely to be older with an average age of 57. If you are targeting older adults, the Monday through Wednesday paper provides almost the same overall reach as the Sunday newspaper giving you unprecedented opportunity to target with the reach and frequency you need to drive results.
Those subscribing to the paper between Thursday and Sunday are more likely to be female and younger with an average age of 45 If you are targeting younger adults, use the Thursday through Saturday newspaper in conjunction with the Sunday paper for critical reach and frequency to drive results.
| DDN Demographics By Subscription Status | ||||
| 7-Day | Thursday-Sunday* | Market Overall | ||
|---|---|---|---|---|
| Gender | Male Female |
46% 54% |
40% 60% |
48% 62% |
| Age | 18-34 35-54 55+ Average Age |
12% 31% 57% 57 |
27% 46% 27% 44.5 |
30% 38% 32% 45 |
*Thursday - Sunday includes both those who subscribe to the 2-day (Th & Sun) and 4-day (Th - Sun) packages.
Source: 2008 Dayton RBS Study
