PHILADELPHIA (Nov. 13, 2012) – The latest independent report on Philadelphia newspaper readership from Scarborough Research shows positive gains for “Metro Philadelphia,” the free daily published Monday through Friday targeting commuters in the country’s fourth-largest DMA. Metro was the only major daily in the market to grow its readership between August 2011 and July of this year.
Sweden-based Metro launched the Philadelphia edition – the first of its three local dailies in the U.S. – in 1999, a drastically different time for newspapers. Despite declines in advertising and readership across the industry (market leader The Philadelphia Inquirer has dropped 292,000 readers in the last five years) Metro has continued to gain momentum over the last 13 years.
“Metro thrives on the feedback of our readers and advertisers,” said Philadelphia sales director Gregg Rubin. “This engagement continues to help shape Metro into the paper that Philadelphians want to read. Our topical and timely editorial coverage keep readers coming back for more each and every day.”
The paper, published weekdays, is designed to be read cover-to-cover in 20 minutes, which equates to an average commute on mass transit. As SEPTA and other regional transit systems have hit record ridership levels, Metro’s share of the market has grown.
Highlights from the latest research by Scarborough, which covered August 2011 – July 2012, include:
- Metro is the No. 1 most-read newspaper among: adults 21-49 in the Philadelphia CBSA; adults 21-34 and adults 21-44 in the Philadelphia DMA; adults 18+ working in Philadelphia county; adults 18+ living in Philadelphia county; women 18-49 in the Philadelphia DMA
- Metro gained 51,946 daily readers in the year covered. That was a 20 percent increase year-on-year to 309,507 adults 18+
- During the same time period, other dailies lost readers. For example, Daily News is down 9 percent and Inquirer 17 percent
- Metro reaches 550,000 adults 18+ on average 2.8 times every week
- Metro reaches 1 in 4 adults employed in Philadelphia County daily
- A Metro reader is 2.2 times more likely than the average Philadelphian to go back to school in the next 12 months and 1.8 times more likely to look for a new job, a plus for advertisers looking to market continuing education and recruiting
Metro is a free daily newspaper written and designed for young, ambitious professionals and published in more than 100 major cities across Europe, North and South America and Asia. Metro has a unique global reach — attracting a young, active, well-educated metropolitan audience of more than 20 million daily readers. Its newspapers are designed for a 20-minute read, providing readers all they need to know, Monday through Friday, during their morning commutes. Local, national and international news and colorfulfeatures are presented without any bias, but showcase a proudly urban attitude and style. To learn more, visit metro.us.