Media Audit Report: Raleigh’s Metro Magazine Dominates High-End Demographics in North Carolina’s Raleigh, Durham, Research Triangle Market

The latest Media Audit for North Carolina’s educated and affluent Raleigh-Durham-Research Triangle region reports that Metro Magazine dominates the high-end demographic spectrum of the market

The report uses a multimedia, qualitative audience survey covering over 450 target items for each rated media’s audience.

According to The Media Audit, 82 percent of Metro’s readers are 25 to 64 years old and have an average home value of $600,000. It also reports that 76 percent of Metro readers have liquid assets of $100,000-plus and 30 percent have liquid assets of $250,000.

“This is almost double the value of the households reached by all other print media in the market,” said Katie Reeves, Metro’s vice president of sales and marketing, “including the News & Observer.”

The News & Observer is the second largest daily newspapers in the state. According to the Media Audit, 50 percent of the daily’s readers have liquid assets of $100,000-plus.

Editor and publisher Bernie Reeves believes Metro’s audit numbers reflect the magazine’s appeal as a content-driven publication that consistently and intelligently covers topics and issues relevant to its target demographic. For example, the magazine’s 2008 editorial calendar includes:

– Metro’s ”Who’s Who” edition in January, which profiles people of various careers and accomplishments who make a difference and contribute to the quality of life in the Triangle and Eastern North Carolina communities.
– The “To-Do List” for the New Year, which offers helpful information and tips on important considerations, such as medical checkups, home remodeling, wardrobe management, financial planning, physical fitness plans, cultural improvement ideas, legal planning, travel ideas and more.
– Metro’s annual Medical Quarterly, which reports on the people and places within the magazine’s coverage region that are making great strides in medical research and care.

Reeves also noted the many special events Metro sponsors each year that appeal to the area’s educated and affluent demographic, such as the annual Raleigh Spy Conference, set for March 26 to 28 in 2008, which he founded five years ago (www.raleighspyconference.com).

“The RSC is regarded as the best in the nation due to the high quality of conference speakers and the subject matter addressed,” he said. “C-SPAN-TV ran two 90-minute segments from the last conference. The RSC puts Raleigh and the region on the map with local, national and worldwide media coverage.”

The magazine also sponsors the annual Mannequin Ball (www.themannequinball.com), which has been called “the top social event in North Carolina,” Katie Reeves noted. The black-tie ball showcases haute couture from the area’s finest clothing boutiques and designers and original art by some of the state’s finest artists.

And once again, Metro has been selected as the official publication for The Women’s club of Raleigh’s American Society of Interior Designers Showhouse, which raises hundreds of thousands of dollars for the non-profit club’s community services.

Bernie Reeves is also underwriting the live broadcast of “Nine Lessons and Carols from King’s College”, Cambridge, Christmas Eve at 10 a.m. on WCPE-FM (89.7) and available via the Internet at http://www.theclassicalstation.org.

The Media Audit is a division of International Demographics, Inc. The company’s primary product is a syndicated local-market, qualitative-audience survey currently conducted in over 80 markets and sold as The Media Audit in annual subscriptions to individual members of the communications industry. Clients include radio stations, television broadcasters, cable television operators, online/internet service providers, daily newspapers, weekly and monthly local-market print publications, outdoor media, advertising agencies, and advertisers.

Established in 1999, the four-color monthly Metro Magazine has a circulation of 40,000. For more information, go to http://www.metronc.com.

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