Metro dominates as the most-read newspaper in Greater Boston

Metro readership

With a 25 percent gain in readership over last year, Metro has strengthened its grip as the most-read daily newspaper among adults aged 21-49 in Greater Boston, according to new figures that were just released.

According to market research company Scarborough, Metro has gained more than 50,000 daily readers in the last year, and for the first time ever, reaches more than half a million readers in Boston every week.

These figures show that Metro’s continued focus on exciting editorial content and precise distribution translate into success, especially at a time when the Herald lost nearly 100,000 daily readers – a decrease of 20 percent year over year.

“Metro’s audience is stronger than ever,” said Yggers Mortensen, Metro U.S. publisher and CEO. “We continue to grow, innovate and find new ways to engage Bostonians and deliver impact to advertisers both in print and online.”

In the past few months, Metro re-launched its website, metro.us, redesigned its print editions and introduced new interactive features such as Blippar, a new augmented reality app.

Metro’s forward-thinking initiatives are what has made it attractive to a younger demographic. According to Scarborough, with a median age of 34 years, Metro has the youngest reader profile in the Hub – 21 years younger than the Boston Herald. In addition, 73 percent of Metro readers are employed, and 53 percent identify as white collar.

Fun facts about Metro Boston readers

  • 58 percent are single and 38 percent have children
  • 54 precent are white collars and 19 percent are blue collars
  • 31 percent cycled in the past year
  • 20 percent practiced yoga / pilates in the past year
  • 27 percent belong to a health/fitness club
  • 84 percent recycle glass, plastic, paper
  • 23 percent pay more for eco-friendly products and services
  • 41 percent attended a professional sports event in the past year
  • 31 percent went to the movie theater in the past month
  • 20 percent attended a Boston Red Sox game vs. 13 percent who attended a Boston Celtic game
  • 24 percent visited New York in the past year vs. 21 percent who visited Cape Cod
  • 27 percent went to the casino in the past year
  • 25 percent drank vodka in the past month vs. 8 percent who drank bourbon whiskey
  • Their three favorite beers are Bud Light, Corona Extra and Samuel Adams
  • 58 percent went to a Chinese restaurant in the past month vs. 18 percent who went to Mexican restaurant
  • 23 percent drank Coca-Cola in the past week vs. 22% who drank Pepsi
  • 29 percent have a cat vs. 17 percent who have a dog
  • 74 percent subscribe to Cable TV and 51 percent subscribes to premium channels
  • 50 percent feel closer to Democrats vs. 19 percent who feel closer to Republicans
  • On average, they spend 1 hour 26 minutes and 24 seconds on social media every day and send 27 text messages yesterday
  • 32 percent plan to look for a new job this year*
  • 16,822 plan to buy a house or condo this year*
  • 7,096 plan to get married this year*
  • 80 percent have an HDTV*
  • 50 percent have a smartphone and 41% of a tablet*
  • 24 percent have a Samsung phone vs. 21% who have an iPhone*
  • 15 percent plan to buy a tablet and 13% plan to buy a smartphone this year*
  • 25 percent plan to buy furniture this year*
  • 25 percent plan to change wireless/cell phone carrier this year*

Source: Scarborough R1 2013 * Current period



News
Entertainment
Sports
Lifestyle
Local

Protesters say new Met Opera is anti-Semitic

Protesters, including a former mayor and governor, gathered outside of the Metropolitan Opera on Monday afternoon to protest the opening of “The Death of Klinghoffer.”

Local

Brooklyn girl's death ruled a homicide

The New York City Medical Examiner has ruled the death of a Brooklyn toddler a homicide. Jeida Torres, 3, was found bruised and unresponsive Saturday…

Local

New York City continues to prepare for Ebola…

New York City continues to prepare for the possibility of Ebola. There have been numerous scares, but no confirmed cases. Representatives from about 150 unions…

Local

NYPD nabs alleged serial bank robber

  The NYPD has arrested a man they say is responsible for multiple Manhattan bank robberies this month. Police have arrested a Brooklyn man they…

Entertainment

We the Economy: Morgan Spurlock's new crusade

If Morgan Spurlock gets his way, you won't be able to avoid We the Economy, the series of 20 shorts films curated by the "Super…

Arts

3 Parody plays lampoon your childhood, adulthood and…

Whether you loved the source material or you're going in blind, these parody plays have something for every audience member. We rate three of NYC's hottest satirical shows.

Gossip

Who has more power: Harry Styles or Amal…

Amal Clooney comes in fourth on The Evening Standard's Most Influential Londoners list.

Music

#AskPaul McCartney reveals his love of American pop…

For an Englishman, Paul McCartney's pop culture tastes would fit right in stateside. The former Beatle (@PaulMcCartney) revealed that he has a real thing for…

NFL

John Idzik: 'We did a ton of background'…

Given John Idzik spent the previous five years with the Seahawks before he joined the Jets last January, there is a comfort level for the organization.

NFL

Jets add sizzle to struggling passing game with…

The Jets’ trade for Percy Harvin may have an air of desperation on the surface, but at 1-6 this season is hanging only by a thread.

NFL

Jason Pierre-Paul: 'We've got to regroup' during bye…

“We’ve got to regroup and figure out what went wrong,” said defensive end Jason Pierre-Paul. “When we come back, we want to be a great team.”

NFL

Breno Giacomini: Media blowing up Golden Tate-Percy Harvin…

According to Breno Giacomini, the fight between Golden Tate and Percy Harvin during Super Bowl week was over by the time the lineman turned around.

Education

Is a 'gap year' after high school for…

It’s a familiar script that millions of students follow each year: Graduate high school and then immediately start college. But more and more students are…

Parenting

New news about Kate Middleton's pregnancy

The Palace released a statement about Kate Middleton's pregnancy.

Parenting

Cool book for kids: 'The Princess In Black'

"The Princess In Black" will change the way girls view princesses.

Wellbeing

Gabby Bernstein: The 3 questions I always get

For the last decade, I’ve been writing self-help books and preaching the Gospel of Gabby to audiences throughout the world. And no matter what country…