Audience Profile

Reach the affluent, the educated and the engaged with The Dallas Morning News.

The Dallas Morning News Audience*

  • 77% of The Dallas Morning News readers are homeowners
  • 36% of readers has a college degree or higher
  • Readers are 21% more likely than the general market to have a household income of $150,000 or higher
  • The Dallas Morning News subscribers have a large amount of influence in the DMA. Compared to the DMA, The Dallas Morning News subscribers:
    • Are older
    • Have lived in the area longer
    • Are wealthier
    • Have more education
    • Vote in local elections more often
    • Over-index for trusting content on the Internet (121) and newspaper (111), and under-index for trusting TV content (94)
    • Asked to give purchasing advice (111)
    • First to try most advanced medicines (110), technologies (107) and new products/services in general (102)
    • Buy the most expensive model with all luxury options (107)

Dallasnews.com Audience

Visitors to dallasnews.com in the past month:

  • 63% are 44 or under
  • 62% have household incomes of above $75,000
  • 30% have a home market value of $200,000+ (compared to 21% of market)
  • 53% have kids in the home
  • 79% own their home
  • 62% are employed in white collar jobs
  • One out of two has a college degree or higher
  • 69% own a DVR
  • Are 39% more likely than the general market to have purchased something online in the past year
  • 34% more likely to be employed full-time
  • 34% more likely to have a financial investment
  • 18% more likely to have gone to a professional sporting event in the past year
  • 44% more likely to have used social networking sites like Facebook and Twitter

 

*2011 Release 1 Scarborough Recontact Report. Copyright 2011 Scarborough Research. All rights reserved.