The San Diego Union-Tribune Publishing Company: Advertising

The San Diego Market: Online Advertising

San Diego is a diverse and rapidly expanding market. In fact, San Diego is one of the fastest-growing Designated Market Areas (DMAs) in the country* — ranked in the top 10 DMAs by population growth both nationally and regionally. The Union-Tribune Publishing Company’s excellent Marketing Research department is here to help you navigate the ins and outs of San Diego demographics and plan your media buy. We offer advertisers a complete local perspective of the San Diego market, and can answer any of your questions with our extensive research databases. Here, we offer the San Diego market at a glance in relation to SignOnSanDiego.com and other online advertising opportunities. Please contact your account manager for more detailed market research.

* Population is expected to grow by 6.5% (approximately 195,844 people) by 2012. San Diego is ranked ninth regionally and tenth nationally among the top 25 DMAs ranked by population growth. Source: 2007 Claritas, Inc.


The San Diego Market in Print Advertising



SignOnSanDiego.com reaches a diverse audience of active, educated people who are prime consumers.

  • SignOnSanDiego.com receives 29.5 million page views per month.
  • 3.2 million unique visitors per month.
  • During the past year, unique visitors have increased by 19%

Sources: Omniture Site Catalyst, HBX March 2008

User Profiles: SignOnSanDiego.com

Male55%
Female45%
Median Age41 years
Median Years of Education16.4 years
Median Household Income$84,164
Homeowners70%
Married61%
Single26%
Hispanic13%
Children in Household44%

Source: 2008 Scarborough Research, Release 1

Little Italy sign in Central San Diego, marking entrance to neighborhood of Little Italy


SignOnSanDiego.com users are among the most affluent San Diegans.

  • The median household income among SignOnSanDiego users is $84,164.
  • 36% have a household income of $100,000 or higher.
  • 70% of SignOnSanDiego users own their home(s).
  • 45% of SignOnSanDiego users have at least a college degree.

Source: 2008 Scarborough Research, Release 1

SignOnSanDiego.com Visitor Investments

Any investment72%
Bonds14%
Money market funds35%
Mutual funds46%
Stocks or stock options39%

Source: 2008 Scarborough Research, Release 1

Angled shot of a Downtown San Diego skyscraper

SignOnSanDiego.com users love to spend their hard-earned money on well deserved treats, shopping till they drop.

  • 99% shop at department stores.
  • 72% shop at bookstores.
  • 71% shop at audio/video stores.
  • 84% shop online.

Source: 2008 Scarborough Research, Release 1


SignOnSanDiego.com users are wired — they see technology as a way of life, not just a tool.

  • 92% use a broadband (high-speed) connection.
  • 73% spend 5 or more hours per week online.
  • 19% read blogs (as opposed to the online average of 12%).
  • 8% download podcasts (the online average is only 4%).

Source: 2008 Scarborough Research, Release 1

SignOnSanDiego.com users embrace the San Diego lifestyle, enjoying everything their hometown offers.

  • 46% dine at sit-down restaurants 4 or more times a month.
  • 46% attend 2 or more movies every 3 months.
  • 30% belong to a health/exercise club.

Source: 2008 Scarborough Research, Release 1


Reach an even larger audience with The San Diego Union-Tribune and SignOnSanDiego.com

  • SignOnSanDiego.com alone reaches 23.2% of San Diego adults.
  • The San Diego Union-Tribune alone reaches 46.5% of San Diego adults.
  • Together, SignOnSanDiego.com and The San Diego Union-Tribune reach 55.5% of San Diego adults.

Source: 2010 Scarborough Research, Release 1


Quick Links

  • For more contacts, visit our contacts page.
  • To learn more about online advertising campaigns, contact your account manager or Matt Chaney at (619) 293-1433 or matt.chaney@uniontrib.com.


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