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WHY BUY THE
ST. PETERSBURG TIMES ?
The St. Petersburg Times is the largest daily newspaper in the state of Florida.
St. Petersburg Times passed the Miami Herald in circulation for the 1997-98 winter season, according to publishers' estimates compiled by the Audit Bureau of Circulations. The St. Petersburg Times expects to pass the Miami Herald in circulation year-round in the next three to five years.
Circulation of Florida's Largest Newspapers
Average Paid Daily Circulation
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| St. Petersburg Times 343,603 |
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| Miami Herald 342,029 |
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| Orlando Sentinel 258,165 |
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| Ft. Lauderdale Sun-Sentinel 257,039 |
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| Tampa Tribune 232,889 |
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Average Paid Sunday Circulation
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| Miami Herald 470,939 |
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| St. Petersburg Times 434,604 |
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| Orlando Sentinel 382,315 |
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| Ft. Lauderdale Sun-Sentinel 372,042 |
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| Tampa Tribune 324,794 |
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Source: 1998 ABC Audits for 12 months
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The daily St. Petersburg Times reaches 29% more Tampa/ St. Petersburg/Clearwater MSA adults than the daily Tampa Tribune.
Newspaper Readership in the
Tampa/St. Petersburg/Clearwater MSA
DAILY
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| St. Petersburg Times 679,600 |
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| Tampa Tribune 527,400 |
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SUNDAY
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| St. Petersburg Times 847,000 |
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| Tampa Tribune 682,200 |
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Source: 1999 Scarborough Report
How To Read: Of 1.8 million adults residing in the Tampa/St. Petersburg/Clearwater MSA, 679,600 read the daily St. Petersburg Times, 527,400 read the daily Tampa Tribune.
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| Newspaper Circulation in the Tampa/ |
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| St. Petersburg/Clearwater MSA |
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Daily |
Sunday |
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| St. Petersburg Times |
314,534 |
398,327 |
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| Tampa Tribune |
193,214 |
275,250 |
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| Times Lead |
+121,320 |
+123,077 |
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| Total Circulation |
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Daily |
Sunday |
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| St. Petersburg Times |
333,250
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421,535 |
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| Tampa Tribune |
224,973
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314,252 |
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| Times Lead |
+108,277
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+107,283 |
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Source: 1999 ABC Audits for 12 months
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The St. Petersburg Times has the highest Sunday home county penetration both nationally and in Florida.
Florida Comparison
(largest Florida newspapers ranked by home county penetration)
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| St. Petersburg Times 71.6% |
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| Tampa Tribune 59.3% |
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| Orlando Sentinel 55.8% |
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| Jacksonville Times-Union 51.6% |
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| Miami Herald 51.2% |
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| Ft. Lauderdale Sun-Sentinel 44.5% |
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| West Palm Beach Post 43.8% |
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Source: Standard Rate and Data Service Circulation 2000
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National Comparison
(largest national newspapers ranked by home county penetration)
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| St. Petersburg Times 71.6% |
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| Minneapolis Star Tribune 68.8% |
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| Cleveland Plain Dealer 65.3% |
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| Washington Post 61.1% |
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| Milwaukee Journal/Sentinel 60.3% |
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| Pittsburg Post-Gazette 59.2% |
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| Long Island Newsday 58.9% |
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| Dallas Morning News 54.5% |
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| Average of 30 Largest Newspapers 46.7% |
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Source: Standard Rate and Data Service Circulation 2000,
30 largest U.S. newspapers.
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| 1999 Circulation Comparison by County |
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Pinellas |
Pasco |
Hernando |
Hillsborough |
| Occupied Households |
397,700 |
140,500 |
53,300 |
370,600 |
| Daily Circulation: |
| St. Petersburg Times |
219,316 |
50,464 |
24,444 |
20,310 |
| Tampa Tribune |
15,402 |
26,310 |
6,452 |
145,050 |
| Sunday Circulation: |
| St. Petersburg Times |
277,410 |
66,650 |
31,276 |
22,991 |
| Tampa Tribune |
18,240 |
35,175 |
7,761 |
214,074 |
| Source: 1999 ABC Audits for 12 months |
In addition to home delivery, the St. Petersburg Times is available in convenient locations throughout the Tampa/St. Petersburg/ Clearwater MSA.
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- Tampa Bay metro distribution of the St. Petersburg Times is 95% of the circulation, while one-nineth of the Tampa Tribune's copies are distributed outside the Tampa Bay metro.
- The St. Petersburg Times is the leading newspaper in three of four metro counties. The Tampa Tribune leads in one county.
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If an advertising schedule allowed for the purchase of only one medium to reach Tampa Bay, the St. Petersburg Times alone would be the most effective and efficient buy.
Household Distribution in
Greater Tampa Bay
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Households |
% of Greater
Tampa Bay |
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| Pinellas |
397,700 |
39% |
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| Pasco |
140,500 |
14% |
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| Hernando |
53,300 |
5% |
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| Citrus |
49,600 |
5% |
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| Hillsborough |
370,600 |
37% |
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| Source: Sales & Marketing Management's 1999 Survey of Buying Power |
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Sunshine, balmy weather and Florida attractions create bonus circulation for St. Petersburg Times advertisers. |
Each winter the Tampa/St. Petersburg/Clearwater MSA is flooded with visitors seeking the warmth of the sun and good times at area attractions and beaches. The majority of these seasonal visitors stay in hotels and motels located in counties dominated by the St. Petersburg Times. During the months of January, February and March, the St. Petersburg Times' circulation increases by an average of 8.9% per month. In fact, our daily circulation in the month of March is a full 25% higher than in the summer months.
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