Reaching Young Women in Philadelphia

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


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.


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


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.


Reaching Young Women in Philadelphia

Marketing