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Market Overview 2009

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Albany DMA information

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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, economy.com 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 timesunion.com WNYT News-9 WTEN 45% of online adults in the Albany MSA have visited timesunion.com 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>Timesunion.com 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! + timesunion.com 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>m.timesunion.com 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>

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