The Greater Lafayette Market and the Journal & Courier Media Group A Market and Media Presentation 2011
The Greater Lafayette Market Greater Lafayette, home of Purdue University, is a stable Midwestern market with a steadily growing economy Population is growing
Diverse market with sizable Asian and Hispanic populations
Education levels are above national averages Retail sales surpassed $2.7 billion in 2010 Claritas, 2010
Purdue Influences Lafayette Market Purdue University plays an influential role
More than 40,000 students 15,474 employees Including 2,700+ faculty members
A Big Ten School with its associated sports and cultural programs Purdue Research Park is a growing force with 157 companies and 3,100 employees Recently rated #1 in America Average salary exceeds $54,000
Purdue Data Digest, 2008-2009
Greater Lafayette market profile Men Women 18-24 25-34 35-54 55-64 65+ Less than $25,000 $25,000 - $34,999 $35,000 - $49,999 $50,000 - $74,999 $75,000 + Newcomers Own home
Claritas, 2010
Greater Lafayette
51% 49 25 19 30 12 14 27 13 16 20 27 20 77
49% 51 13 17 37 15 17 22 11 15 19 33 12 66
U.S. 2010
Occupations represented in the Greater Lafayette area 23.5%
14.1%
37.4% 25.0%
Claritas 2010
Executives & Professionals
Administrative Support
Service Personnel
Trade & Labor
Executive & Professional Sales & Marketing 11.1% Educators 11.0% Management 6.8% Health & Legal Professionals 4.6% Engineers, Scientists & Computer Professionals 2% Journalists & Creative Professionals 2%
Greater Lafayette retail sales Retail Sales Remain Strong! Total 2010 Retail Sales
$2,773,229,275
Auto Dealers General Merchandise Building Materials/Lawn & Garden Restaurants Grocery Drug Stores Electronics/Appliances Furniture/Home Furnishings
2010 Claritas
$456,252,087 $432,156,213 $359,258,831 $281,381,904 $244,595,706 $130,229,044 $75,455,839 $55,976,147
Ideal demographics for business The young, educated and fairly affluent market is great for business In the NDM…
57% of adults have some college or higher education 32% have a bachelor’s degree or higher
In Tippecanoe County…
More than 58% of the adults have some college or higher education 33% have bachelor’s degrees or higher This translates to a strong retail market, including sales in major areas such as automobiles, appliances and electronics equipment and discretionary services. 2010 Claritas
Greater Lafayette Employment Lafayette has a diverse industrial base
Subaru Alcoa Caterpillar Wabash National TRW Purdue Research Park Evonik
Who is the Journal & Courier Media Group? We are more than just the newspaper
The Journal and Courier Market Area Distribution Area
Tippecanoe County Benton County Carroll County Clinton County Fountain County Jasper County Newton County Warren County White County
NDM Statistics Adult Population 156,555 Households 76,814 Claritas, 2010
The J&C reaches more people than any other local media! Daily
76,755
Sunday
94,328
(Avg. Issue)
(Last)
(43%)
(52%)
Gannett Research, average readers per copy, 2010; ABC Audit, 3/2010
J&C — Greater Lafayette’s #1 Information Source Daily
Sunday (past week)
Men 72% Women 65
(past 4)
69% 69
. . . in all age groups
18-24 25-34 35-49 50-64 65+
64% 50% 67 80 86
56% 57 69 81 87
… increases with income
$25,000 $35,000 $50,000 $75,000
- $34,999 - $49,999 - $74,999 + 73
Wilkerson & Assoc 10/2007
61% 70 70 78
60% 71 73
The Journal and Courier reaches all ages
80% 60% 40%
38%
46%
46%
52% 57%
66%
72%
76% 75%
35%
20% 0%
18-24
25-34 Yesterday
Wilkerson & Assoc. 2007
Last Sunday
35-49
50-64
65+
The Journal and Courier outreaches all other media in Greater Lafayette! 60
50
40
30
20
Average Reach of One Ad with Each Medium Daily Journal & Courier-43%
Sunday Journal & Courier-52%
The Exponent-8%*
Lafayette Leader*
WLFI-Top Prime Time Show
All Cable Combined
WKOA
WAZY
WKHY
WASK
WSHP
WXXB
10
0
Wilkerson & Assoc. 2007; ABC Audit 3/2010 Reach provided by media listed above. 2010, Zap2It National TV Ratings week of 3/16/2011 *Readership among Tippecanoe County residents only
JCOnline traffic is soaring! On average, more than 415,500 visitors go to JCOnline each month Nearly 60% of these visitors come from the local market area The majority, or 196,970, are coming from people in Lafayette and West Lafayette
Average page views surpass 5,775,000 each month Omniture Site Catalyst 2010-2011
What can you find on JCOnline? News Local/State/Nation/World
BoilerStation Purdue News & Sports
Opinion Health News Entertainment Deals National & Local Coupons
Classifieds CareerBuilder.com Homefinder.com Cars.com Apartments.com
Who are JCOnline users? JCOnline readers are young, educated and affluent 39% are ages 25-39 37% earn more than $75,000 annually
45% have a college degree
76% are married 82% own their own home On average, these people are visiting JCOnline more than 3.5 days each week…and their numbers are growing! Wilkerson & Assoc. 2007
Lafayette Magazine reaches people with disposable income Mailed quarterly to more than 9,400 households with incomes over $135,000 21,549 adults in their prime earning years 56% 44% 42% 32% 77% 87% Wilkerson & Assoc. 2007
are women are men are ages 55+ are ages 40-54 are married own their own home
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