Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Market Overview 2009


Published on

Albany DMA information

  • Be the first to comment

  • Be the first to like this

Market Overview 2009

  1. 1. Albany, NY Market Overview The Media Choice of New York’s Capital Region June 2009
  2. 2. <ul><li>DMA Total Population: 1,376,400, ranks 57th </li></ul><ul><li>MSA Total Population: 856,000, ranks 57th </li></ul>MSA DMA + Sources: Demographics USA 2008, September 2008 NYC is 3 hours South Boston is 3 hours East Montreal is 3 hours North <ul><li>Leading Industries: </li></ul><ul><ul><li>Government – 1 in 4 employed adults works for the local, state or federal government. </li></ul></ul><ul><ul><li>Education – 21 colleges and universities with over 15,000 employees and 80,000 enrolled students. </li></ul></ul><ul><ul><li>Healthcare – Over half of the top 20 private employers in the region are hospitals or healthcare facilities and they employ over 25,000 adults. </li></ul></ul>
  3. 3. Poised for growth <ul><li>Over $5 billion already invested </li></ul><ul><li>AMD/The Foundry Company to break ground in 2009 - $3.2 billion </li></ul><ul><li>In next 10 – 15 years </li></ul><ul><ul><li>Population over 1.7 million </li></ul></ul><ul><ul><li>Housing unit increase by over 30,000 </li></ul></ul><ul><ul><li>New jobs created +50,000 </li></ul></ul><ul><ul><li>Retail sales nearly double to 28.8 million </li></ul></ul><ul><ul><li>Tech jobs pay 3X market average </li></ul></ul><ul><li>All industries need to prepare for growth… </li></ul>Source: Based on AMD’s effect in Austin, TX
  4. 4. Retailers see Albany as an excellent market to invest in <ul><li>Several major malls have undergone expansion and made improvements </li></ul><ul><ul><li>Colonie Center, Clifton Park Center, Wilton Mall </li></ul></ul><ul><ul><li>Latham Circle announced redesign </li></ul></ul><ul><li>Many new retailers have been attracted to the area or have expanded their presence: </li></ul><ul><ul><li>Target </li></ul></ul><ul><ul><li>Lowe’s </li></ul></ul><ul><ul><li>Kohl’s </li></ul></ul><ul><ul><li>Cheesecake Factory </li></ul></ul><ul><ul><li>PF Chang’s </li></ul></ul><ul><ul><li>Sephora </li></ul></ul><ul><ul><li>Clearwater Creek </li></ul></ul><ul><ul><li>Sports Authority </li></ul></ul><ul><ul><li>Fuddruckers </li></ul></ul><ul><ul><li>Red Robin </li></ul></ul><ul><ul><li>L.L. Bean opened their first store in New York state in October 2007 and became one of only ten nationwide retail locations </li></ul></ul><ul><ul><li>Regal 13 screen, all digital theater at Colonie Center </li></ul></ul><ul><ul><li>Regal IMAX, Crossgates Mall </li></ul></ul>
  5. 5. Not a Typical Upstate NY Economy <ul><li>“ Yes, there is an economic success story in upstate New York. Certainly not Buffalo. Nor Rochester. Nor Syracuse. Welcome to the closest thing upstate has to a boom area: the Albany-Troy-Saratoga region known as the Capital District.” </li></ul><ul><li>The Buffalo News, January 6, 2008 </li></ul>
  6. 6. Albany leads upstate in major economic growth indicators Sources: Population, U.S. Census Bureau Housing permits, U.S. Commerce Dept. Employment, NYS Dept. of Labor Home value, U.S. Census Bureau +4.5% 4.4% 5.0% 3.8% 2006 Unemployment Rate +17% +16% +14% +46% Median Home Value (02-06) +4.1% +1.1% +0.15% +12.4% Private sector employment +4.1% +2.4% +1.2% +9.3% Total employment +27% +62% +55% +114% New res. housing permits -14,338 +1,566 -60,365 +20,518 Population Syracuse Rochester Buffalo Albany Change from 1995-2006 Unless otherwise noted
  7. 7. Over 1 million adults reside in the Albany/Schenectady/Troy DMA Source: 2009 Scarborough Research Feb ’08 to Jan ‘09 62% live in the MSA Adult Population by County Hamilton Warren Fulton Montgomery Greene Columbia Washington Bennington Co. Berkshire Co.
  8. 8. Over 561,000 households in the Albany/Schenectady/Troy DMA Households by County Source: 2009 Scarborough Research Feb ’08 to Jan ‘09 Hamilton Warren Fulton Montgomery Greene Columbia Washington Bennington Co. Berkshire Co.
  9. 9. Times Union Media Solutions Print | Online | Mobile | Direct Mail | SEM | Magazines
  10. 10. Mass Reach, Local Appeal <ul><li>The Capital Region’s most circulated newspaper: </li></ul><ul><li>Avg. Daily Circulation: 86,378 </li></ul><ul><li>Avg. Thursday Circulation: 103,480 </li></ul><ul><li>Avg. Sunday Circulation: 141,901 </li></ul><ul><li>Delivering more adults, more efficiently than any other media: </li></ul><ul><li>Read by over 231,000 adults each weekday and 337,000 on Sunday </li></ul><ul><li>62% of Capital Region adults read the Times Union each week </li></ul><ul><li>Front page positions available on all sections </li></ul>Your ad here! Source: 2009 Scarborough Research Feb ’08 to Jan ‘09
  11. 11. The Online Leader Sources: 2008 Media Audit, Omniture site catalyst WNYT News-9 WTEN 45% of online adults in the Albany MSA have visited in the past month monthly page views 20,000,000 dynamic demographics <ul><li>66% are 18-54 </li></ul><ul><li>49% have a 4 year college degree or more education </li></ul><ul><li>Average household income- $69,700- 16%+ the market average </li></ul> ranks 1 st in unique visitors
  12. 12. Advantage <ul><li>Times Union and Yahoo! partnership allows you to extend your online message for maximum reach of online adults </li></ul>Source: comScore Media Metrix, January 2008 We reach of online adults in the Albany DMA Total Online Users In the Albany DMA 760,000 Y! + Unduplicated Reach 602,460 79%
  13. 13. BT <ul><li>Behavioral Targeting on Yahoo! allows us to place your ads in front of only those who are interested in your products and services </li></ul>Yahoo! can target over 100 segments and geo and demo target too <ul><li>Automotive general </li></ul><ul><li>Autos by price </li></ul><ul><li>Auto services </li></ul><ul><li>Motorcycles </li></ul><ul><li>Recreational Vehicles </li></ul><ul><li>Finance </li></ul><ul><li>Real Estate </li></ul><ul><li>Real Estate Services </li></ul><ul><li>Real Estate Rentals </li></ul><ul><li>Health </li></ul><ul><li>Dental </li></ul><ul><li>Education </li></ul><ul><li>Politics </li></ul><ul><li>Wellness/Weight Loss </li></ul><ul><li>Parenting/Children </li></ul><ul><li>Entertainment general </li></ul><ul><li>Performing Arts </li></ul><ul><li>Travel general </li></ul><ul><li>Casinos </li></ul><ul><li>Retail Home </li></ul><ul><li>Jewelry/Watches </li></ul><ul><li>Home Improvement </li></ul><ul><li>Home Décor </li></ul><ul><li>Furniture </li></ul><ul><li>Misc. Law and Legal Research </li></ul>
  14. 14. <ul><li>Adults conduct over 180 million searches a day and 86% are local. </li></ul><ul><li>92% of Capital Region adults who are online used a major search engine in the past month. </li></ul><ul><li>4 in 5 local buyers begin their search for products and services online . </li></ul>Search Engine Marketing @plan Market Surveys, 2007 Scarborough Research 2008 E-marketer, Nov 2007 Paid Search Results 40% of clicks occur on paid results
  15. 15. Market to busy professionals with Mobile <ul><li>65% of adults now use their cell phone to engage in the online world through e-mail, text, and to view online content </li></ul><ul><li>A captive, desirable demographic </li></ul><ul><ul><li>70% are younger than 49 </li></ul></ul><ul><ul><li>49% have a household income of $75,000 or more </li></ul></ul><ul><ul><li>37% are Executives and Professionals and 40% are working women </li></ul></ul><ul><li> launched in September 2008 </li></ul>Source: 2008 Scarborough Research Aug ’07 to Jul ‘08
  16. 16. Niche Magazines <ul><li>[email_address] </li></ul><ul><li>Home delivered to 30,000 upscale and new homeowners each month </li></ul><ul><li>Directed at adults with a HHI $100,000 or more and a home valued at $250,00 or more. </li></ul><ul><li>Quarterly magazine geared toward health-conscious, active women age 35-54 </li></ul><ul><li>1 st issue launches in January 2009 and is delivered in the Times Union </li></ul><ul><li>Quarterly magazine geared toward adults look for activities and travel in and outside of the Capital Region </li></ul><ul><li>1 st issue launches in April 2009 and it is delivered to 95,000 Times Union Subscribers. </li></ul>
  17. 17. Direct Mail <ul><li>Times Union designs and prints to your specifications and leverages volume print discounts using area printers. </li></ul><ul><li>List management : use yours or tap into the largest, most up-to-date mail list available in the Capital Region by using ours. </li></ul><ul><li>Postal automation services to minimize cost and maximize delivery performance. </li></ul><ul><li>DirectTU is highly competitive – let us give you a quote on your printing needs today so you can see for yourself… </li></ul>