Readership
Patterns - Reach & Frequency 
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Newspaper reach indicates how many adults in the Salt Lake primary market area, or what percentage of
all adults, are reached with a specific combination of Sunday and weekday advertisements. Average frequency
is the number of times the average reader will have read the newspaper during the ad campaign.
How to read the table: An advertisement run in one weekday issue and two Sunday issues of The Salt
Lake Tribune and Deseret Morning News will reach 75 percent of the Salt Lake primary market area, or 530,023
adults, with an average frequency of 2.2.
Note: Percentages based on a population of 707,000 adults age 18 or older.
Source: Media Audit, June - July 2003.
Section
Readership Patterns
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Each section of The Salt Lake Tribune and Deseret Morning News has a different target audience.
This allows advertisers to reach a specific market, increasing the ad's effectiveness. The combined
readership of The Salt Lake Tribune and Deseret Morning News Monday through Saturday is
349,860; on Sunday it is 378,420 adults in the Salt Lake Primary Market.
Source: Belden Continuing Market Study, 2003.
Descriptions
The Mix (The Salt Lake Tribune | Friday)
Brimming with reviews and comprehensive listings of concerts,
performances and other events, the Tribune's popular Friday
entertainment section is requisite reading for a night on the town.
Film critic Sean P. Means lets you know if the latest flick is worth a
watch or a monumental flop.
Weekend (Deseret Morning News | Friday)
The large and lively Weekend section includes a comprehensive
calendar of weekend events, and complete movie listings with capsule
reviews from critic Jeff Vice. Also featured are columns from
entertainment editor Chris Hicks. Popular music listings and a guide
to appearances by local musicians mingle with other entertainment
features.
Food & Garden (The Salt Lake Tribune | Wednesday)
This section offers a potpourri of topics central to everyday living.
Food and drink, home and gardens, parenting, family, pets - you
name it. If it's part of the domestic landscape, Food & Garden covers
it.
Food (Deseret Morning News | Wednesday)
Wednesday's feature emphasis is on Food, with articles from food
editor Valerie Phillips, columns, coupons and cooking tips. Recipes
are presented in a handy, clip-out format, and Valerie's column
offers an inside take on food news. Also in the section are features
for school-age children and reviews of children's books, along with
the regular features like comics, movies and TV reports.
Discover (The Salt Lake Tribune | Thursday)
Packed with engaging stories on science, technology, political
science, animals, history and education, the section is guaranteed
to broaden readers' understanding of their world. Discover is
grounded by the week's second dose of humor columnist Robert
Kirby.
Family Etc. (Deseret Morning News | Thursday)
Thursday's Family Etc., an issue of major interest to residents of
Utah, includes stories, columns and self-help information for families,
parents and grandparents of all ages. This section features a
popular column by Ann Cannon.
Body & Soul (The Salt Lake Tribune | Saturday)
An enlightening exploration of humanity's spiritual and physical
well being, Body & Soul centers on values, charity, mental health,
wellness, spirituality and religion. Humor columnist Robert Kirby
angles his unique wit at Utah culture.
Religion . Ethics (Deseret Morning News | Saturday)
Saturday's award-winning Religion . Ethics section explores
national and international religious and moral issues within a local
context. Features about people who write, publish, lecture and
research in the field are included, as is a comprehensive listing of
local religious TV programming. Jerry Johnston's thoughtful - and
thought-provoking - column is a weekly must read.
Currents (The Salt Lake Tribune | Tuesday)
Keeping tabs on the cultural social climate, both locally and
worldwide, this eclectic section weaves together topics such as
diversity, lifestyles, sex, gender, profiles, fashion and leisure. It
includes the delightfully sardonic pop distillations of columnist Dan
Nailen, the Culture Vulture.
Education (Deseret Morning News | Tuesday)
Education presents features and in-depth news stories on Utah's
elementary, junior and senior high schools as well as its colleges
and universities. Local and national columnists write on a wide
range of educational topics and offer suggestions on how parents
can enhance their children's learning. The section also features
articles written by and for high school-age Utahns.
At Home in Utah (Both newspapers | Saturday)
At Home in Utah is the Saturday supplement to The Salt Lake
Tribune and Deseret Morning News devoted to new-home construction
and the new-home buyer. Promotional editorial space is
available for advertisers in At Home in Utah.
Automotive (Both newspapers | Saturday)
The Cars section features reviews of the latest models, as well as
the entertaining Click & Clack column.
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