Our audiences are educated, affluent and engaged. In a word: desirable.

Audience Overview

Minneapolis/St. Paul ranks #1 in the top 10 markets for employed adults and there are 1.2 million white-collar professionals in the Minneapolis/St. Paul metro representing 49% of the market. Their influence in professional buying decisions, combined with a median household income >$80K, delivers a lucrative audience for consumer and B2B advertisers.

Readership of Business Professionals

Star Tribune and
startribune.com
(Past week print or online)

Star Tribune
(Past week print)

startribune.com
(Past 30 days)

Attitudes and Behaviors

They're educated:

• 82% of white-collar professionals have some college education, a college degree or advanced education
• Minneapolis/St. Paul ranks 3rd in percentage of professional women

They surf and shop the internet:

• 58% of white-collar adults spent $100-$1,000 on Internet purchases in the past 12 months

They're mobile and plugged in:

• White-collar adults are 42% more likely than the average metro adult to have a Smartphone

Source: Scarborough Research Corporation 2010 Mpls./St. Paul CBSA

Audience Overview

With more than 1.8 million homeowners, Minneapolis/St. Paul is a vital market for reaching audiences committed to building and maintaining beautiful living spaces indoors and out. And with a median household income of >$75K, Nesters have the resources to make their dream homes and gardens come true.

Readership of Nesters

Star Tribune and
startribune.com
(Past week print or online)

Star Tribune
(Past week print)

startribune.com
(Past 30 days)

Attitudes and Behaviors

They're passionate about home improvements:

• Minneapolis/St. Paul ranks 3rd in percentage of home ownership
• 91% of nesters shopped a hardware/lumber/garden store in past 12 months, compared with 87% of metro adults
• Nesters are 10% more likely than the average Minneapolis/St. Paul metro adult to have spent $5K or more on home improvements in the past 12 months
• 65% of nesters made home improvements in the past 12 months (remodeling or landscaping)

Source: Scarborough Research Corporation 2010 Mpls./St. Paul CBSA

Audience Overview

More than 2 million metro adults dined at a sit-down restaurant in the past month and nearly $5 billion is spent on eating and drinking each year. In addition, the region is 2nd only to New York for theaters per capita. With a median household income exceeding $68K, this trend-seeking, taste-conscious audience has an appetite for excitement and the resources to satisfy it.

Readership of Foodies & Funsters

Star Tribune and
startribune.com
(Past week print or online)

Star Tribune
(Past week print)

startribune.com
(Past 30 days)

Attitudes and Behaviors

They dine-in and on-the-go:

• 50% of Foodies & Funsters ate at a fast food restaurant 5+ times in the past 30 days

They crave shopping and all types of entertainment:

• 80% of metro adults have been to a mall/shopping center in the past month
• 60% attended a sporting event in the past 12 months

Source: Scarborough Research Corporation 2010 Mpls./St. Paul CBSA

Audience Overview

There are over 1.2 million women in the Minneapolis/St. Paul metro area and most of them play many roles such as business owners, employees, mothers and daughters. Forty-three percent have children 17 or under in the household and their average household income exceeds $59k. Of the 55% that are married, studies show they are the key decision maker for household purchases of every size.

Readership of Influential Females

Star Tribune and
startribune.com
(Past week print or online)

Star Tribune
(Past week print)

Attitudes and Behaviors

They're educated and employed:

• Among top 20 US markets, Minneapolis/St. Paul ranks 1st for employed women
• Minneapolis/St. Paul ranks 3rd in percentage of professional women
• 71% of women have some college education, a college degree or advanced education

They're online shoppers:

• 63% made an internet purchase in the past 12 months
• 10% more likely than the average adult to have spent $100-$500 on internet purchases in past 12 months

Source: Scarborough Research Corporation 2010 Mpls./St. Paul CBSA

Audience Overview

Minneapolis/St. Paul metro adults go places and do things. Eighty-two percent traveled in the U.S. within the last year, and area adults rank first in travel-related activities including golfing, fishing and biking. More than 548,000 have an average household income exceeding $100k, giving them the resources to take advantage of getaway offers.

Readership of Travelers

Star Tribune and
startribune.com
(Past week print or online)

Star Tribune
(Past week print)

startribune.com
(Past 30 days)

Attitudes and Behaviors

They own second homes:

• Out of the top 20 largest U.S. markets, the Twin Cities ranks second in the percent of households who own second homes

Source: Scarborough Multi-Market Studies 2010 CBSA markets

They enjoy creature comforts:

• Travelers are 22% more likely than the average metro adult to have stayed in an upscale hotel in the past 12 month
• Travelers are 18% more likely than the average metro adult to have taken a cruise in the past 3 years

They travel often:

• Travelers are 21% more likely than the average metro adult to have taken 5+ domestic round trip air trips in the past 12 months

Source: Scarborough Research Corporation 2010 Mpls./St. Paul CBSA

Audience Overview

Whether watching or playing, Minneapolis/St. Paul metro adults love their sports. Two million loyal fans follow the pros, the co-eds and the preps throughout the year. When it comes to suiting up, the state ranks first in nine outdoor activities. The lucrative Sports & Rec audience is 55% men and 45% women with a median household income of $71k.

Readership of Sports & Rec Fans

Star Tribune and
startribune.com
(Past week print or online)

Star Tribune
(Past week print)

startribune.com
(Past 30 days)

Attitudes and Behaviors

The hometown teams fuel their passion:

• The Twin Cities supports 6 pro teams and Big Ten college sports
• There are more colleges and universities in Minneapolis/St. Paul than any other metro area outside of Boston

They're season ticket holders:

• Sports and Rec Fans are 22% more likely than average metro adult to have full or partial season tickets for sporting events

Source: Scarborough Research Corporation 2010 Mpls./St. Paul CBSA

They love outdoor activities:

• Among 20 largest U.S. markets, the area is first in golfing, fishing, biking, hunting, power-boating, hiking/backpacking, cross-country skiing, down-hill skiing and snow-boarding.

Source: Scarborough Research Multi-Market Study 2009 CBSA markets

Audience Overview

There are approximately 600,000 adults in the Twin Cities Metro area with household incomes $100k+. These Affluent Adults represent 25% of the market and no one delivers them better than the Star Tribune and startribune.com.

Readership of Affluent Adults

Star Tribune and
startribune.com
(Past week print or online)

Star Tribune
(Past week print)

startribune.com
(Past 30 days)

Attitudes and Behaviors

They're well-traveled:

• 54% more likely the average metro adult to have purchased airline tickets online in the past 12 months

They're well-educated:

• 55% have a college degree or advanced education

They're on top of technology:

• 55% more likely than the average metro adult to spend 20 hours+ online in the past week
• 82% more likely than the average metro adult to have purchased consumer electronics online in the past 12 months

Source: Scarborough Research Corporation 2010 Mpls./St. Paul CBSA

Audience Overview

The Minneapolis/St. Paul metro area's approximately 600,000 young adults, ages 21 to 34, are tech-savvy, educated and seeking ways to spend their free time and cash. Sixty-four percent have household incomes of $50k+ and 69% have some college education, a college degree or advanced education.

Readership of Young Adults

Star Tribune and
startribune.com
(Past week print or online)

Star Tribune
(Past week print)

startribune.com
(Past 30 days)

Source: Scarborough Research Corporation 2010 Mpls./St. Paul CBSA

57% more likely than the average metro adults to read Vita.mn in print or online in the past 30 days

Source: MORI Custom Study 2010 Mpls./St. Paul CBSA

Attitudes and Behaviors

They love entertainment:

• 74% have shopped a music/video store in the past 12 months

They thrive on technology:

• 51% spend 5-19 hours on the Internet each week
• 40% more likely than the average metro adult to have purchased computer hardware/software online in the past 12 months

Source: Scarborough Research Corporation 2010 Mpls./St. Paul CBSA

Audience Overview

There are more than 1 million Minneapolis/St. Paul metro adults with children under 17 in the household. With growing families, their consumption of goods and services outpaces average metro adults, and their size, income and education make them a undeniable force in any marketing plan. This large audience represents 43% of market, has a median household income over $79K, and 73% have attended college or received additional education.

Readership of Family Focused Audiences

Star Tribune and
startribune.com
(Past week print or online)

Star Tribune
(Past week print)

startribune.com
(Past 30 days)

Attitudes and Behaviors

They shop online:

• 63% spent $100 or more on internet purchases in the past 12 months

They seek activity:

• 44% more likely than average metro adult to check online movie listings
• 71% more likely than average metro adult to purchase sporting event tickets online

They make play a priority:

• 80% more likely than average metro adult to buy a motorcycle, ATV or video game system
• 71% more likely than average metro adult to have shopped for toys or games online

Source: Scarborough Research Corporation 2010 Mpls./St. Paul CBSA

Audience Overview

The Minneapolis/St. Paul metro is home to more than 700,000 adults age 55 or older. Nearly one-third of the market, this audience is 30% more likely than metro adults to have a second home and 16% more likely to have a home worth >$500K. Over half are wired in and use online banking and 62% use online bill paying. More than 63% attended college or received advanced education.

Readership of Seniors

Star Tribune and
startribune.com
(Past week print or online)

Star Tribune
(Past week print)

startribune.com
(Past 30 days)

Attitudes and Behaviors

They invest:

• 69% have bonds, money market funds, mutual funds or stock investments

They enjoy the arts:

• 51% attended live theater or an orchestral concert in past 12 months

Their suitcases are packed:

• 55% are planning a vacation in the next six months*
• 69% traveled in the Midwest in the past 12 months

Source: Scarborough Research Corporation 2010 Mpls./St. Paul CBSA
*Source: MORI Custom Study 2010 Mpls/St. Paul CBSA

Audience Overview

In the next 12 months, over 260,000 or 11% of Minneapolis/St. Paul metro adults plan to look for a new job. Over half are between 35-54, and one-third are young adults between 18-34. Nearly one-third of job seekers are in professional, managerial or technical positions. Seventy-three percent attended college or received advanced education and 75% are homeowners.

Readership of Job Seekers

Star Tribune and
startribune.com
(Past week print or online)

Star Tribune
(Past week print)

startribune.com
(Past 30 days)

Attitudes and Behaviors

They're tech savvy:

• 60% own a laptop or notebook computer
• 46% used the internet for job/employment search in past 30 days
• 76% are more likely than the average metro adult to have used the internet in the past 30 days to take college courses

They play the market:

• 48% have bonds, money market funds, mutual funds or stocks

They travel:

• 51% are more likely than the average metro adult to have taken 2+ trips outside continental U.S. in past 3 years

Source: Scarborough Research Corporation 2010 Mpls./St. Paul CBSA

Audience Overview

Over 100,000 or 5% of Minneapolis/St. Paul metro adults plan on buying a home in the next 9 months. Seventy percent are between 18-44 with 41 being the median age. The median income of this audience is $55K and 39% of Home Buyers have investments >$100K.

Attitudes and Behaviors

They're connected:

• 82% have 2+ cell phones in their household

They do their homework on purchases:

• 70% used the internet to research products in the past 30 days

They already own:

• 69% are homeowners

Source: Scarborough Research Corporation 2010 Mpls./St. Paul CBSA

Audience Overview

Over 500,000 of 21% Minneapolis/St. Paul metro area adults are considering buying or leasing a vehicle in the next twelve months. Almost half have a household income >$75K with the median income for vehicle-seekers being $69K. This audience is educated and asset strong with 71% receiving post-secondary education and 69% with investments up to $1 million.

Readership of Car Buyers

startribune.com
(Past 30 days)

Attitudes and Behaviors

They crave comparison-shopping

• 82% used the internet to research products in the past 30 days
• 79% used the internet for shopping information in the past 30 days

They like to getaway

• 62% are planning a trip for personal reasons in the next 6 months

They're connected

• 45% have 3 or more cell phones in their household

Source: MORI Custom Study 2010 Mpls./St. Paul CBSA