Demographic Profile
More Than 1.4 Million Readers Daily, 1.8 Million Readers on Sunday
On average, The Washington Post reaches 41% of metro market adults daily and 53% on Sunday.
| Metro Market Composition Total Number | % of Market | Washington Post Reach1 Daily | Sunday |
Total Adults | 3,482,100 | 100% | 41% | 53% |
| Metro Market | % of Market | Washington | Sunday |
Gender: |
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Men | 1,671,500 | 48% | 43% | 51% |
Employed Men | 1,351,400 | 39% | 42% | 49% |
Women | 1,810,700 | 52% | 39% | 55% |
Employed Women | 1,170,200 | 34% | 36% | 53% |
| Metro Market | % of Market | Washington | Sunday |
Age: |
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18–24 | 407,400 | 12% | 28% | 35% |
25–34 | 636,800 | 18% | 22% | 34% |
35–44 | 717,000 | 21% | 34% | 48% |
45–54 | 708,200 | 20% | 46% | 61% |
55–64 | 537,300 | 15% | 56% | 68% |
65+ | 475,300 | 14% | 61% | 74% |
| Metro Market | % of | Washington | Sunday |
Education: |
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Any Post-Graduate Education | 890,200 | 26% | 53% | 63% |
College Graduate (4 Years ) | 675,100 | 19% | 42% | 54% |
Some College (1-3 Years) | 874,600 | 25% | 40% | 55% |
High School Grad (No College) | 808,100 | 23% | 36% | 47% |
Less Than High School Grad | 234,200 | 7% | 14% | 26% |
| Metro Market | % of Market | Washington Post Reach1 Daily | Sunday |
Household Income: |
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$150,000+ | 911,400 | 26% | 51% | 61% |
$100,000+ | 1,629,300 | 47% | 48% | 58% |
$75,000–$99,999 | 543,100 | 16% | 39% | 52% |
$50,000–$74,999 | 490,400 | 14% | 36% | 52% |
$35,000–$49,999 | 413,300 | 12% | 34% | 48% |
Less than $35,000 | 406,100 | 12% | 26% | 42% |
| Metro Market | % of Market | Washington Post Reach1 Daily | Sunday |
Occupation: |
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|
|
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White Collar | 1,926,500 | 55% | 42% | 56% |
Professional Specialty | 824,000 | 24% | 42% | 56% |
Management | 677,700 | 20% | 45% | 57% |
Sales and Administrative | 424,800 | 12% | 38% | 54% |
Blue Collar/Service | 595,000 | 17% | 29% | 36% |
Not Currently Employed | 960,600 | 28% | 45% | 58% |
| Metro Market | % of Market | Washington Post Reach1 Daily | Sunday |
Race: |
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White | 2,253,300 | 65% | 43% | 54% |
Black/African American | 947,800 | 27% | 38% | 54% |
Asian/Other | 281,100 | 8% | 31% | 42% |
Hispanic Origin/Descent | 425,000 | 12% | 18% | 22% |
| Metro Market | % of Market | Washington Post Reach1 Daily | Sunday |
Marital Status: |
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Married | 1,954,600 | 56% | 44% | 56% |
Single, Never Married | 1,056,300 | 30% | 33% | 42% |
Widowed/Separated/Divorced | 471,300 | 14% | 45% | 63% |
| Metro Market | % of Market | Washington Post Reach1 Daily | Sunday |
Presence of Children in Household: |
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Any Children in HH | 1,400,800 | 40% | 35% | 47% |
One | 585,600 | 17% | 36% | 47% |
Two or more | 815,200 | 23% | 35% | 47% |
None | 2,081,400 | 60% | 44% | 57% |
| Metro Market | % of Market | Washington Post Reach1 Daily | Sunday |
Area of Residence in Metro Market: |
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District of Columbia | 468,500 | 14% | 44% | 60% |
Maryland Portion | 1,431,800 | 41% | 42% | 54% |
Montgomery County | 704,800 | 20% | 46% | 55% |
Prince George's County | 620,200 | 18% | 40% | 52% |
Charles County | 106,900 | 3% | 26% | 49% |
Virginia Portion | 1,581,800 | 45% | 39% | 50% |
Arlington or Alexandria | 278,100 | 8% | 46% | 56% |
Fairfax County2 | 790,800 | 23% | 42% | 53% |
Loudoun County | 208,100 | 6% | 29% | 45% |
Prince William County3 | 304,800 | 9% | 28% | 43% |
| Metro Market | % of Market | Washington Post Reach1 Daily | Sunday |
Home Ownership: |
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Own Residence | 2,449,700 | 70% | 47% | 59% |
Rent/Other | 1,032,400 | 30% | 26% | 39% |
Single Unit Detached Dwelling | 2,005,900 | 58% | 47% | 58% |
Townhouse | 676,900 | 19% | 34% | 49% |
Multi-Unit and/or Condo | 748,900 | 22% | 31% | 43% |
| Metro Market | % of Market | Washington Post Reach1 Daily | Sunday |
Market Value of Owned Home: |
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$500,000+ | 941,400 | 27% | 54% | 65% |
$350,000–$499,999 | 678,900 | 20% | 45% | 57% |
$200,000–$349,999 | 658,000 | 19% | 41% | 54% |
Less than $200,000 | 171,400 | 5% | 38% | 54% |
| Metro Market | % of Market | Washington Post Reach1 Daily | Sunday |
Lifestage*: |
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Baby Boomers (Age 45-64) | 1,245,600 | 36% | 50% | 64% |
Professional Boomers | 604,700 | 17% | 54% | 68% |
Accumulated Wealth | 445,100 | 13% | 44% | 57% |
Affluent Empty Nesters | 511,200 | 15% | 62% | 71% |
Married with Children | 1,030,700 | 30% | 37% | 49% |
* Although definitions vary, "baby boomers" are generally accepted to have been born between 1946 and 1964. Data report the closest available age break to these years. All other "lifestages" are simply based on logical demographic definitions.
1 Reach of one issue.
2 Includes Fairfax County, Fairfax City and Falls Church City
3 Includes Manassas City and Manassas Park City
Source: Scarborough 2009, Release 1
