2006 Rapid City Market Study
Conducted for the:
806-49
Newspaper Designated Market
Map of Rapid City Journal Market
Republican 70%
Butte Butte County
Democrat 19%
Meade Meade County Lawrence Lawrence County
Haakon Haakon County
Independent 11%
Pennington Pennington County Custer Custer County
Jackson Jackson County
Fall River Fall River County
Belden Associates
2006 Rapid City Market Study
2
Newspaper Readership
The Journal Reaches 92,000 Readers in a Typical Week; Readership of the Rapid City Journal is Above Average Other Belden Markets
Rapid City Journal Reach On:
46%
47%
Average Weekday
59,000
Average Sunday
71,000
67%
62*
6-Weekday Cume
84,000
86,000
68%
63
4-Sunday Cume
7-Day Cume
0%
53
57%
73%
92,000
25%
50%
75%
68
100%
*5-weekday cume in other markets. Base: Adults in Rapid City Journal NDM (126,000).
Belden Associates
2006 Rapid City Market Study
3
Newspaper Readership – Average Weekday
About Half of Rapid City Area Adults Read the Journal on the Average Weekday Read Weekday Average Issue:
Number of Adults
47% Rapid City Journal
Black Hills Pioneer
Other Weekday Paper
0%
59,000
5%
6,000
3,000
2%
25%
50%
75%
100%
Base: Adults in Rapid City Journal NDM (126,000).
Belden Associates
2006 Rapid City Market Study
4
Newspaper Readership – Average Sunday
Almost Everyone Who Reads a Sunday Newspaper Reads the Journal Read Sunday Average Issue:
Number of Adults
57%
Rapid City Journal
Sioux Falls Argus Leader
71,000
2,000
1%
3,000
3% Other Sunday Paper
0%
25%
50%
75%
100%
Base: Adults in Rapid City Journal NDM (126,000).
Belden Associates
2006 Rapid City Market Study
5
Days Usually Read
Journal Readership Is Highest on Sundays and Wednesdays
Days Read or Look at Journal in a Typical Week:
46%
Monday
45%
Tuesday Wednesday
46%
Thursday
46%
Friday
47%
Saturday
63%
Sunday 0%
73% of adults in the market say they read the Rapid City Journal in the past week.
52%
25%
50%
75%
100%
Base: Adults in Rapid City Journal NDM (126,000).
Belden Associates
2006 Rapid City Market Study
6
Classified Advertising
Classified Advertising
The Rapid City Journal is Western South Dakota’s Source for Classified Advertising
Belden Associates
2006 Rapid City Market Study
7
Classified Advertising In fact, three out of four people rely on the Rapid City Journal as their source of classified advertising
Overall, Rely on Most
Journal
66%
Other Daily/ Sunday Weekly/Shopper
Classified Advertising
75%
Coupons
73%
Grocery Store
73%
Employment Ads
72%
Furniture
70%
Direct Mail
Appliance Store Ads
68%
Yellow Pages
Clothing, Shoes and Accessories
66%
RCJ.com
Hardware, Home Improvement Store
65%
Other Internet
0%
Belden Associates
25%
11% 12%
Radio 13%
50%
2006 Rapid City Market Study
75%
TV
100%
8
Classified Advertising The Rapid City Journal Classified section is The Marketplace for recruitment advertising. 72% of the jobseekers in Western South Dakota use the Rapid City Journal as their primary source for recruitment advertising
72%
Rapid City Journal 15%
Internet* 8%
Other daily/Sunday paper Weekly/Shopper
4%
Direct Mail
2%
Yellow Pages
1%
Radio
1%
0%
25%
50%
75%
100%
*This is net Internet (Journal’s site + other sites).
Belden Associates
2006 Rapid City Market Study
9
Classified Advertising Jobseekers use the Journal for Recruitment Advertising at a higher rate compared to other newspapers across the country
72% Rapid City Source of Recruitment Advertising
Other Markets 66%
0%
Belden Associates
25%
50%
2006 Rapid City Market Study
75%
100%
10