The Virginian-Pilot's
Reach and Circulation 		 
   

  Circulation# Readership*
Daily (Monday-Friday) 174,727 339,918
Sunday 200,667 545,263

Sources:  *Scarborough 2009, Rel. 1, ABC Audit Report, 2008

 
  Superior Reach << Why the Pilot Top of Page  
   
 
  • 42% of South Hampton Roads (SHR) adults
    read The Pilot on an average weekday.

  • 54% of SHR adults read The Pilot
    on an average Sunday.

  • 68% 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
43%
52%
68%
Women
42%
56%
68%

 

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

 
Daily
Sunday
Past Week
18-34
27%
33%
58%
35-54
39%
59%
67%
55+
66%
74%
82%

 

 

 Delivers the
Best Prospects		 << Why the Pilot Top of Page  
 
Household Income Daily Sunday
$100,000 or more 46% 59%
$50,000 or more 46% 56%
Less than $50K 37% 51%
Median Income $66,899 $65,643

 
 

 

 Readership Increases
with Education 		<< Why the Pilot Top of Page  
 
Daily Sunday Past Week
College grad or more 49% 61% 72%
Some college 41% 54% 71%
High school graduate 40% 50% 61%
Less than high school 40% 55% 72%

 

 

 More Efficient Reach
Base: SHR adults 18+ (802,735)
 << Why the Pilot Top of Page  
 

 
Reach with one ad
Cost for one ad
Cost to reach 1,000
Sunday Pilot
434,340
$3,660
$8.42
Daily Pilot
339,918
$2,760
$8.12
WVEC TV M-F 5-7 pm
76,477
$650
$8.50
WAVY TV M-F 5-7 pm
47,313
$650
$13.74
WTKR TV M-F 5-7 pm
24,067
$300
$12.50
USA Network M-F 8-11 pm
13,268
$110
$8.27
WGH FM M-F 6-10 am
9,930
$100
$10.10
WKUS FM M-F 6-10 am
9,139
$100
$10.99
WNOR FM M-F 6-10 am
8,140
$125
$15.43
WOWI FM M-F 6-10 am
6,579
$125
$18.94
 

 

 Reaches Key Target Audiences << Why the Pilot Top of Page  
 
Read Past Sunday Reach Past Week
Active Duty Military 28% 42%
African Americans 54% 67%
Blue collar Employees 49% 66%
White Collar Employees 55% 67%
Working Women 55% 70%
Adults 18-34 33% 58%
Homeowners 60% 73%

Source: Scarborough 2009, Rel. 1