| Metropolitan Statistical Area |
Salt Lake Primary Market Area |
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Calculating audience reach depends on the
geographic area used as a base. There are several
standard areas used by media planners. The
most important area for a particular business is
the region that best resembles the geography of
the firm's market. In both of these standard markets,
the Salt Lake newspapers have the greatest
reach of any media.
The Primary Market Area
The geography and population patterns within
the MSA create two separate primary markets,
one centered around Salt Lake City, and the other
centered around Ogden. The larger of these, the
Salt Lake PMA, includes roughly half the households
in the entire state. While the MSA is most
common in national statistical summaries, the
PMA is the area most commonly called "the Salt
Lake market" by Utah retailers.
The Metropolitan Statistical Area
The Salt Lake City-Ogden MSA is defined by
the U.S. Census Bureau. It includes Weber, Davis
and Salt Lake counties and ranks 36th in the
nation for total population. The Salt Lake City-
Ogden MSA ranks 39th in the nation in terms of
population growth over the last 10 years at 24.4
percent. Salt Lake County makes up 67 percent
of the Salt Lake City-Ogden MSA, Davis County
makes up 18 percent and Weber County makes
up 15 percent.
| Area |
Population |
Daily |
Sunday |
| MSA |
1,333,914 |
37.7% |
41.5% (Coverage) |
| PMA |
714,000 |
49% |
53% (Readership) |
Source: Belden Continuing Market Study, 2003; Statistical Abstract of the United States, 2001; Audit Bureau of Circulations, June 30, 2002. |
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