The Virginian-Pilot's
Reach and Circulation 		 
   

  Circulation# Readership*
Daily (Monday-Friday) 184,040 377,636
Sunday 199,591 488,787

Sources:  *Scarborough 2007, Rel. 2, ABC Audit, 12 months ended December 31, 2006

 
  Superior Reach << Why the Pilot Top of Page  
   
 
  • 47% of South Hampton Roads (SHR) adults
    read The Pilot on an average weekday.

  • 61% of SHR adults read The Pilot
    on an average Sunday.

  • 72% of SHR adults read The Pilot in the past week.

 
   

 

 Reach Both
Men and Women 		<< Why the Pilot Top of Page  
 
Daily
Sunday
Past Week
Men
48%
59%
71%
Women
47%
63%
73%

 

 Reach Adults of All Ages << Why the Pilot Top of Page  
 

 
Daily
Sunday
Past Week
18-34
33%
49%
61%
35-54
45%
62%
73%
55+
69%
76%
85%

 

 

 Delivers the
Best Prospects		 << Why the Pilot Top of Page  
 
Household Income Daily Sunday
$75,000 or more 50% 62%
$50,000 or more 48% 62%
Less than $50K 46% 59%
Median Income $61,000 $59,000

 
 

 

 Readership Increases
with Education 		<< Why the Pilot Top of Page  
 
Daily Sunday Past Week
College grad or more 55%

 67%

 78%
Some college 43% 58% 67%
High school graduate 49% 62% 74%
Less than high school 35% 53% 58%

 

 

 More Efficient Reach
Base: SHR adults 18+ (788,977)
 << Why the Pilot Top of Page  
 

 
Reach with one ad
Cost for one ad
Cost to reach 1,000
Sunday Pilot
488,787
$3,870
$7.92
Daily Pilot
377,636
$2,900
$7.68
WVEC TV M-F 7-8 pm
73,926
$800
$10.82
WAVY TV M-F 7-8 pm
26,928
$750
$27.85
WTKR TV M-F 7-8 pm
11,321
$550
$48.58
USA Network M-F 8-11 pm
11,206
$120
$10.71
WWDE FM M-F 6-10 am
7,448
$175
$23.49
WOWI FM M-F 6-10 am
7,220
$175
$24.24
WNOR FM M-F 6-10 am
6,358
$175
$27.52
WNVZ FM M-F 6-10 am
6,105
$100
$16.38
WAFX FM M-F 6-10 am
5,973
$175
$29.30
CNN Network M-F 8-11 pm
3,921
$110
$28.05
ESPN Network M-F 8-11 pm
3,183
$100
$31.42
 

 

 Reaches Key Target Audiences << Why the Pilot Top of Page  
 
Read Past Sunday Reach Past Week
Active Duty Military 32%

 47%
African Americans 52% 70%
Blue collar Employees 52% 67%
White Collar Employees 64% 72%
Working Women 64% 73%
Adults 18-34 49% 61%
Homeowners 67% 77%