Audience Impact With so many changes to the distribution and frequency of Tampa Bay Times’ publications, it would be natural to think its reach and impact has changed as well. However, Times publications reach roughly the same percentage of people in the Tampa Bay area today as they did six years ago, albeit in many new formats. Nearly one third of adults in the 10 counties in and around the fast-growing Tampa Bay area have read a Tampa Bay Times product in the past 30 days.
PERCENTAGE OF ADULTS WHO READ A TIMES PRODUCT 35% 29%
31%
28%
31%
31%
DIGITAL SUBSCRIBERS
21% 79%
BY LOCATION
As the website and app audience has grown, so have digital-only subscriptions. Nearly 28,000 people now subscribe to the Times solely for its digital products. The number continues to build. Digital subscriptions have allowed many subscribers who live outside the Tampa Bay area to pay for access. More than a fifth of all digital subscribers live outside the state of Florida.
PRINT + DIGITAL VALUE
2016
2017
2018
2019
2020
2021
Source: Nielsen Scarborough Survey Data - Tampa Bay, 10-county market
What has changed dramatically is the format. While daily print readership has declined, the audience for tampabay.com, the e-Newspaper and associated apps have increased. There is also strong growth in newsletter subscriptions and consumption.
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2021 TA M PA B AY T I M E S I M PA C T R E P O RT
Inside Florida Outside Florida
More print subscribers are taking advantage of the wealth of digital products the Times publishes. Today, nearly half of all print subscribers also read the Times’ digital products. For the past two years the Times has worked to inform subscribers of the full value included in their subscription. When print readers also engage digitally, it’s both a value to them and to the Times. Readers report higher levels of satisfaction in their subscription overall and tend to keep their subscription for a longer period of time. As a supporter of the Times and its mission, you can help us by spreading the word on the many ways the Times publishes its quality journalism.
