San Diego is a diverse and rapidly expanding market. In fact, San Diego is one of the fastest-growing Designated Market Areas (DMAs) in the country* — ranked in the top 10 DMAs by population growth both nationally and regionally. The Union-Tribune Publishing Company’s excellent Marketing Research department is here to help you navigate the ins and outs of San Diego demographics and plan your media buy. We offer advertisers a complete local perspective of the San Diego market, and can answer any of your questions with our extensive research databases. Here, we offer the San Diego market at a glance in relation to readers of The San Diego Union-Tribune and other print products. Please contact your account manager for more detailed market research.
* Population is expected to grow by 6.5% (approximately 195,844 people) by 2012. San Diego is ranked ninth regionally and tenth nationally among the top 25 DMAs ranked by population growth. Source: 2007 Claritas, Inc.
The San Diego Market in Online Advertising
| Male | 50.0% |
| Female | 50.0% |
| Median Age | 49 years |
| Married | 59.1% |
| Single | 21.5% |
| Widowed/Separated/Divorced | 19.3% |
| Median Household Income | $69,934 |
| Homeowners | 73.0% |
Source: 2008 Scarborough Research, Release 1
| Total Adult Pop. | Sunday Readership | Sunday Percent Readership | |
|---|---|---|---|
| Washington Post | 4,620,017 | 2,171,229 | 47.0% |
| St. Louis Post Dispatch | 2,427,522 | 1,054,699 | 43.4% |
| The San Diego Union-Tribune | 2,256,552 | 928,975 | 41.2% |
| Denver Post/Rocky Mtn. News | 2,899,659 | 1,190,760 | 41.1% |
| Minneapolis Star Tribune | 3,373,357 | 1,375,906 | 40.8% |
| Portland Oregonian | 2,314,742 | 920,204 | 39.8% |
| Baltimore Sun | 2,175,720 | 863,455 | 39.7% |
| Detroit Free Press/Detroit News | 3,777,375 | 1,492,753 | 39.5% |
| Indianapolis Star | 2,041,304 | 799,276 | 39.2% |
| Houston Chronicle | 4,254,409 | 1,648,804 | 38.8% |
Source: 2008 Scarborough DMA Newspaper Penetration Report, Release 1. Ranked by total adult population. Nationally run newspapers were removed (USA Today, Wall Street Journal, New York Times). The top 25 newspapers were then re-ranked using each newspaper's daily reach from the Scarborough release for each market.
| Any investment | 67% |
| Bonds | 19% |
| Money market funds | 30% |
| Mutual funds | 43% |
| Stocks or stock options | 35% |
Source: 2008 Scarborough Research, Release 1
| Total Adult Pop. | Daily Readership | Daily Percent Readership | |
|---|---|---|---|
| Washington Post | 4,620,017 | 1,599,862 | 34.6% |
| Portland Oregonian | 2,314,742 | 712,477 | 30.8% |
| San Diego Union Tribune | 2,256,552 | 675,335 | 29.9% |
| Detroit Free Press/Detroit News | 3,777,375 | 1,068,123 | 28.3% |
| Indianapolis Star | 2,041,304 | 568,694 | 27.9% |
| Denver Post/Rocky Mountain News | 2,899,659 | 809,105 | 27.9% |
| Arizona Republic | 3,585,801 | 983,348 | 27.4% |
| Houston Chronicle | 4,254,409 | 1,150,554 | 27.0% |
| St. Louis Post Dispatch | 2,427,522 | 655,348 | 27.0% |
| Cleveland Plain Dealer | 2,977,572 | 800,770 | 26.9% |
Source: 2008 Scarborough DMA Newspaper Penetration Report, Release 1. Ranked by total adult population. Nationally run newspapers were removed (USA Today, Wall Street Journal, New York Times). The top 25 newspapers were then re-ranked using each newspaper's daily reach from the Scarborough release for each market.
| Selected CBSAs | Total Retail Stores | Food and Beverage Stores | Home Furnishing Stores* | Auto Dealers and Parts Stores |
|---|---|---|---|---|
| New York | $284.2 | $43.9 | $18.0 | $42.0 |
| Los Angeles | $202.5 | $25.0 | $15.5 | $44.2 |
| Chicago | $149.1 | $17.6 | $8.0 | $24.5 |
| San Francisco | $66.9 | $9.7 | $3.9 | $10.1 |
| San Diego | $52.0 | $6.4 | $3.4 | $9.8 |
| Tampa | $51.3 | $5.4 | $2.1 | $11.9 |
| Baltimore | $45.1 | $6.8 | $2.4 | $9.2 |
| St. Louis | $45.1 | $4.5 | $2.2 | $8.2 |
| Denver | $42.5 | $6.1 | $2.9 | $8.8 |
*Includes electronics and appliance; Source: 2007 Demographics USA
| Daily Percent Readership | Sunday Percent Readership | |
|---|---|---|
| The San Diego Union-Tribune | 29.9% | 41.2% |
| Bakersfield Californian | 28.5% | 35.8% |
| Sacramento Bee | 19.6% | 26.5% |
| San Francisco Chronicle | 17.7% | 21.0% |
| Los Angeles Times | 16.2% | 22.8% |
| San Jose Mercury News | 12.2% | 13.2% |
| North County Times | 7.4% | 8.5% |
| Modesto Bee | 6.3% | 7.9% |
| Contra Costa Times | 5.9% | 6.6% |
| Orange County Register | 5.4% | 7.2% |
| Stockton Record | 5.4% | 6.6% |
Source: 2008 Scarborough DMA Newspaper Penetration Report, R1
Reach an even larger audience with The San Diego Union-Tribune and SignOnSanDiego.com
Source: 2010 Scarborough Research, Release 1
Make a huge impact with an ad wrapped around any section of the newspaper, reaching consumers in your target demographic based on the section’s readers.