Transcript Document

Atlanta Market Study
2002-2003
Atlanta MSA & Surrounding Counties
Note: Cleburne and Randolph Counties in
Alabama and Clay County in North Carolina
are also included in the Atlanta DMA
geography but are not pictured in map.
2
Atlanta Is The Eighth Largest
Metropolitan Market In The U.S.
Los Angeles
9.9
New York
9.4
Chicago
8.5
Boston
6.1
Washington, DC
5.2
Philadelphia
5.1
Houston
4.5
Atlanta
4.5
Detroit
4.4
Dallas
Millions of people in MSA
Between the 1990 and 2003 Census,
Atlanta recorded a population growth
of 52.3% , one of the highest growth
rates in the nation.
--2000 U.S. Census
3.8
Source: 2004 Demographics Now
3
Atlanta Is The Second
Largest Southern Market
Houston
4.5
ATLANTA
4.5
3.8
Dallas
2.5
Tampa/St.Pete./ Clearwater
2.3
Miami
Fort Worth/ Arlington
1.8
Orlando
1.8
1.7
Ft. Lauderdale
1.6
San Antonio
Austin-San Marcos
West Palm Beach-Boca Raton
Millions of people in MSA
1.3
1.2
Source: 2004 Demographics Now
4
Atlanta’s Population Is Projected
To Increase By 13.5% In Five Years
Total Atlanta
population
2003-2008:
+13.5%
Total U.S.
population
2003-2008:
5.117
4.508
+5.3%
2.960
2.233
1.764
1970
1980
1990
2003
2008
Source: 2004 Demographics Now
5
Atlanta Ranks First In The United States
For Population Increase Between 1990-2003
1,548,179
ATLANTA
1,371,988
Phoenix/Mesa
Houston
Dallas
Chicago
1,205,708
1,166,536
1,116,634
Los Angeles
1,071,015
Washington DC
1,044,636
Riverside-San Bernardino
1,042,094
Las Vegas
New York
940,146
908,394
Source: 2000 US Census Bureau as noted in 2004 Demographics Now
6
Of The Top Ten Markets, Atlanta Has The Fastest
Projected
Population Growth Rate Between 2003-2008
13.5%
ATLANTA
12.9%
Dallas
11.9%
Houston
10.1%
Washington, DC
6.4%
Los Angeles
4.6%
Chicago
New York
2.3%
Boston
2.1%
Philadelphia
2.1%
Detroit
U.S. Projected
Growth Rate = 5.3%
Projected percent increase in
population between 2003-2008
1.1%
Source: 2004 Demographics Now
7
Metro Atlanta Projected Population
Growth By County (2003-2008)
%
Increase
2008
Projected
Population
County
%
Increase
2008
Projected
Population
Forsyth*
32.9
166,292
Carroll
17.3
115,276
Henry*
30.4
193,982
Bartow
17.1
100,175
Newton*
28.1
97,170
Cobb
14.5
768,074
Paulding*
27.9
127,525
Douglas
14.2
115,915
Cherokee
23.1
205,658
Clayton
13.9
295,970
Pickens
21.9
32,644
Fayette
12.0
110,871
Gwinnett
20.4
816,918
Rockdale
10.2
82,748
Barrow
20.3
64,002
Spalding
3.7
62,055
Walton
20.3
84,086
DeKalb
3.6
706,661
Coweta
18.7
120,582
Fulton
2.5
850,531
County
*Rank among top ten fastest growing counties in the U.S.
between April 2000 and July 2003 per the U.S. Census Bureau)
Source: Demographics Now Online (November, 2003)
8
Atlanta Households Are Projected
To Grow 13.1% From 2003 To 2008
MSA 13.1%
2003 1,644,818
2008 1,859,519
North Suburbs 18.8%
2003 684,029
2008 812,818
Inside I-285 3.0%
2003 312,315
2008 321,828
South Suburbs 18.1%
2003 360,503
2008 425,922
Source: 2004 Demographics Now
9
Metro Atlanta Projected Household
Growth By County (2003-2008)
(descending sort by % growth)
County
%
Increase
2008
Projected
Household
%
Increase
2008
Projected
Household
Henry*
31.8
68,452
Gwinnett
18.6
274,168
Forsyth*
31.6
57,511
Bartow
17.5
36,032
Newton*
30.7
35,662
Douglas
16.9
42,928
Paulding*
28.2
44,041
Cobb
14.0
285,518
Pickens
24.8
13,244
Fayette
13.9
39,363
Cherokee
23.8
72,383
Clayton
12.7
101,216
Walton
21.3
29,921
Rockdale
11.6
28,993
Barrow
20.2
22,630
Spalding
5.7
23,578
Coweta
19.3
42,860
DeKalb
3.0
261,882
Carroll
19.2
42,870
Fulton
2.8
336,252
*Rank among top ten fastest growing counties in the U.S.
between April 2000 and July 2003 per the U.S. Census Bureau)
County
Source: Demographics Now Online (January, 2004)
10
Atlanta Ranks At The Top
In Published Surveys
#1 Top Travel Destination For African-Americans (6th For Latinos; 10th for AsianAmericans) Travel Industry Association of America, January 2004
#1 Top City for Entrepreneurs Inc. Magazine, February 2004
#1 Where Employment Will Grow Fastest, 1998 - 2025 Newsweek, 1999; Bureau of Labor
Statistics
#1 Busiest Airport in the World, Hartsfield International, serving more than 76 million
passengers a year www.infoplease.com
#1 Top City for Business Relocation (fifth consecutive year) Plants Sites & Parks Magazine,
2003
#1 Hottest City in the Nation for Relocation and Expansion Expansion Management
Magazine, January 2004
#2 Entrepreneurial Activity and Small Business Growth (among top ten markets);
Entrepreneur Magazine and Dun & Bradstreet annual survey; October 2003
#3 Most corporate headquarters of publicly-traded American companies (based on 2001
revenues); Fortune Magazine, April 2002
#4 Best Places for Business and Careers Forbes, 2003
#4 Hiring Havens Computerworld Magazine, January 2001
#6 Among top ten metros for “America’s Most Wired Cities” Yahoo Internet Life Magazine,
Spring 2002
11
Atlanta Attracts Corporate Business

32 companies with 100+ employees have expanded or relocated to the
Atlanta metro area during 2002 to the present, including…..





Fortune 500 company Newell Rubbermaid, relocating from Illinois. NR will
bring 900 jobs to Atlanta, including 100 of the company’s top executives.
Cooper Wiring Devices, relocating from New York, and bringing 115 new
jobs
Hagemeyer North America (electrical parts distributor from the
Netherlands), relocating its American headquarters from current facilities in
South Carolina and bringing 250 jobs to the metro
Acuity Specialty Products Group consolidates its headquarters in Atlanta and
brings 100 new jobs
Cendian, a chemical third-party logistics provider in Atlanta, doubled its
work force
Source: Expansion Management, January 2004. Study rated Atlanta as #1
for “America’s 50 Hottest Cities For Expansions and Relocations”
12
Atlanta Attracts Corporate Business


Atlanta was cited as a viable headquarters site in a very
competitive process because of its projected growth, living
environment, climate, location and educational opportunities
according to Newell Rubbermaid.
Atlanta offers prime logistics for employee and product/cargo
transportation. Hartsfield-Jackson Airport allows worldwide
access to the metro area, and both Delta and UPS are
headquartered here. Atlanta Hartsfield-Jackson Airport, currently
undergoing a $6 billion expansion, as well as some of the top
colleges and universities in the nation serve to attract
corporation headquarters to the Atlanta market.
Source: Expansion Management, January 2004. Study rated Atlanta as #1
for “America’s 50 Hottest Cities For Expansions and Relocations”
13
Atlanta’s Hartsfield-Jackson International Is
The World’s Busiest Passenger Airport
Passengers served 2002
Atlanta
Hartsfield
Chicago
O'Hare
•
An average 2,400 flights/day
connect metro Atlanta’s
business community with
every major market in the
world.
•
Access to more than 200
domestic and international
cities
•
An estimated 80% of the US
market is reachable within 2
hours time.
•
More than 20 airlines service
Atlanta, offering flyers
affordable and competitive
rates.
76.8 Million
66.5 Million
Source: Hartsfield-Jackson Atlanta International Airport, 2003, Chicago O'Hare Airport Authority 2003
14
A Strong, Diverse Industry Base:
Atlanta Employment By Industry
An estimated 2,237,194 employees work in Atlanta’s non-agricultural industries.
# of Atlanta Employees
Services
Retail
Government
Manufacturing
Business Services
T.W.U.
Wholesale
Financial Activities
Health Services
Construction
Social Assistance
174,078
252,347
291,358
161,332
386,344
108,776
134,299
146,331
60,139
122,782
27,884
T.W.U = Transportation, Warehousing, Utilities
Construction
7%
Health
Services
3%
Social
Services
1%
Services
9%
Retail
14%
F.I.R.E.
8%
Wholesale
7%
Government
16%
T.C.U.
6%
Manufacturing
8%
Business
Services
20%
Source: Georgia Department of Labor (Economic Indicators), Third Quarter 2003
15
Atlanta Headquartered Firms
America’s Favorite Chicken Co.
American Cancer Society
Amoco Perf. Products, Inc.
BellSouth Corp.
Boys/Girls Clubs
CARE
Chick-Fil-A
CIBA Vision Corp.
Cingular Wireless
The Coca-Cola Company
Coca Cola Enterprises
Cox Communications
Cox Enterprises
CNN
Delta Air Lines
EarthLink
Equifax
First Financial Management
Genuine Parts
Georgia Pacific
Goldkist Inc.
Haverty’s Furniture
Hitachi Home Electronics (U.S.)
Home Depot
Lanier Worldwide, Inc.
Lockheed/ Martin
Mirant
Mohawk Industries
Newell Rubbermaid
Philips Electronics
Porsche North America
Post Properties
Rayovac Corp.
Rich’s/ Lazarus/ Goldsmith’s
SAAB Cars USA
Scientific Atlanta
The Southern Company
SunTrust Banks
TEC America
Turner Broadcasting
United Parcel Service
Note: Fortune 500 Companies highlighted in red
16
Atlanta’s Top Corporate Employers
Company
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Delta Air Lines
BellSouth Corp.
Wal-Mart Stores Inc.
The Home Depot, Inc.
IBM Corp.
AT&T
Sun Trust Banks Inc.
Cox Enterprises
United Parcel Service Inc.
Wachovia
* Wal-Mart employees estimate, Wal.Mart Stores Inc
qualify for this list but did not respond
Employees
23,439
20,000
15,600*
10,040
7,344
7,300
7,179
5,870
5,861
5,400
Source: 2003 Atlanta Business Chronicle - Book of Lists
17
New Business Operations In Metro Atlanta
260
223
205
219
201
200
201
169
170
129
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002
With an average of 198 businesses relocating or expanding operations to Metro Atlanta
each year, it is no surprise that more than 600,000 jobs have been created in the Metro
area in the past decade.
Source: Metro Atlanta Chamber of Commerce; RFA Dismal Sciences Inc./Goizueta Business School, Emory
University; First Union Bank & Economic Forecasting Department., Wall Street Journal; GA Dept of Labor
18
More Than 600,000 Jobs Have Been Created
In Metro Atlanta
Year
2003
2002
2001
2000
1999
1998
1997
1996
1995
1994
1993
Jobs Created
68,100
-15,300
-60,400
35,000
80,000
77,000
55,900
86,000
84,100
97,700
85,600
Source: RFA Dismal Sciences Inc./Goizueta Business School, Emory University; First Union Bank & Economic
Forecasting Department., Wall Street Journal; GA Dept of Labor; *Projected from GSU Economic Forcasting Center
19
Atlanta’s Unemployment Rate Is
Lower Than The National Rate
5.7%
3.8%
United States
ATLANTA
Source: U.S. Department of Labor- For March 2004; Georgia Dept. of Labor - For March 2004
20
Current Year Employment Increases
Among 272 metropolitan areas studied
by the Bureau of Labor Statistics….
•
•
The largest over-the-year employment
increases were reported in Atlanta, with
47,400 new jobs.
Atlanta ranked second among largest
metropolitan areas for highest over-theyear percentage increase, with a 2.2%
gain.
Source: US Dept. of Labor - August 2003
21
Metro Atlanta Has A Lower Cost of Living Than Most Major
U.S. Metros And A High Average Household Income
Average U.S. Metro Area = 100
Houston
Average HH Income
$65,632
91.6
Dallas
98.0
$71,117
Atlanta
98.0
$71,835
Philadelphia
120.2
$67,092
Washington, DC
121.0
$84,849
Boston
135.5
$79,183
Los Angeles
135.2
$66,439
Chicago
135.7
$73,619
New York
175.1
$67,867
Source: ACCRA 3rd Quarter 2002 Cost of Living Index; 2004 Demographics Now
22
Do You Think You And Your Family Will
Better Off Financially A Year From Now?
Worse Off
14%
About The
Same
15%
Be
Don't
Know
7%
Better Off
64%
Source: Kennesaw State University Econometric Center – Third Quarter 2003
23
Atlanta’s Retail Sales Rank
In The Top Ten Nationally
2003 Nat’l
Ranking
Total Retail Sales
Bldg Material/Garden Equip. & Supp. Store Sales
Motor Vehicle/Parts Dealer Sales
Grocery Store Sales
Department Store Sales
General Merchandise Store Sales
Furniture/Home Furnishing Store Sales
Women’s & Girl’s Clothing
Footwear Sales
Men’s and Boy’s Clothing
Clothing & Clothing Store Sales
7
1
5
5
6
7
7
8
8
9
10
2003
Totals
(000’s)
$66,900,532
$8,193,152
$17,869,853
$7,643,549
$5,686,384
$7,498,631
$2,038,734
$2,620,267
$930,973
$1,437,195
$2,828,248
Source: 2003 Demographics USA - County Edition
24
Of the Top Ten Markets, Atlanta Ranks
# 2 For Highest Retail Sales Per Household
Dallas
$42,541
$41,148
ATLANTA
Houston
$39,912
Boston
$38,924
Detroit
$37,286
Chicago
$35,374
Los Angeles
$35,200
Washington
$35,187
Philadelphia
New York
$34,521
$26,080
Source: 2003 Demographics USA - County Edition
25
Atlanta Is A Highly
Competitive Retail Market

Atlanta has 951 shopping centers.

The national average for retail space is 16 square feet per person. Metro Atlanta has
an average of 27 square feet per person.

Atlanta has 118 million square feet of retail space, and an additional 5.5 million under
construction.

In the past 4 years more than 6 million square feet of retail space have opened
including Mall of Georgia (Gwinnett), Arbor Place (Douglasville), Lenox Marketplace
(across from Phipps) Stonecrest Mall (DeKalb) and Discover Mills (Gwinnett).

Scheduled to open in spring 2005 is Atlantic Station, a 138-acre environmental
redevelopment of the former Atlantic Steel Mill in Midtown. The completed project
will include retail, office, residential, hotel and public park space. A projected 1.5
million feet will be devoted to retail and entertainment space, including restaurants
and movie theaters.
Source: Atlanta Business Chronicle, September 2003;
Dorey Market Analysis Group; National research Bureau;
Atlantic Station marketing/public relations office
26
Major Retail Arrivals And Departures
1999-2004
Arrivals
Galyan’s
Staples
Whole Foods
Mall of Georgia
Lenox Marketplace
Arbor Place Mall
Ritz Camera
Cost Plus World Market
Walgreen’s
1999
A&P
MJ Design
Upton’s
Eyeglass World
Fresh Value Foods
Dekor
2000
Roberd’s
Discover Mills
Kohl’s
Olson Tire
Stonecrest Mall
Big Screen Store
2001
Homeplace/ Waccamaw
Drug Emporium
Harris Teeter
Cub Foods
Dekor
Home Life
Brandon’s
Aldi Foods
BJ’s Wholesale
Ashley Furniture
2002
Avondale Mall
Bloomingdale’s
Filene’s Basement
HH Gregg
2003
Macy’s
Brandsmart
(October 2004)
2004
Lord & Taylor
(announced)
Departures
27
Atlanta MSA Demographics
Male
Female
Married
College Grad+
Own Home
White
Black
49%
51%
54%
26%
61%
65%
28%
Children 1> in HH
Age 18-34
Age 35-54
Age 55+
Median Age 18+
HH Inc $50K+
HH Inc $75K+
Median Income
41%
36%
43%
21%
40.4
54%
33%
$53,996
Source: 2002-2003 Gallup Poll of Media Usage & Consumer Behavior - Atlanta Market
28
Atlantans’ Regular Activities
Total Adults
Walking for exercise
Home Exercise
Gardening
Arts and Crafts
Photography
Jogging/Running
Other Aerobic Exercise
Fishing
Swimming
Antiquing
941,586
636,873
556,991
374,626
359,894
299,130
296,044
193,531
185,409
181,883
Source: 2002-2003 Gallup Poll of Media Usage & Consumer Behavior - Atlanta Market
29
Events and Places Atlantans Attended
In the Past Year
Total Adults
Stone Mountain Park
Live Theater
Braves Game
Local Arts/Craft Festival
Underground Atlanta
Six Flags
Atlanta Zoo
Other concert
High School Sports Event
Lake Lanier
Little League Baseball
Falcons Game
1,146,349
1,060,742
1,018,565
817,440
816,548
746,806
683,544
635,622
624,022
461,916
446,513
425,946
Source: 2002-2003 Gallup Poll of Media Usage & Consumer Behavior - Atlanta Market
30
Competitive Media
The Atlanta
Journal-Constitution
31
Cox Enterprises, our parent company…
Cox Newspapers
includes AJC & VAL PAK
Cox Radio
Cox Television
Cox Communications
Video/Voice/Data
Manheim Auto Auctions
32
Atlanta Journal-Constitution overview:
 Largest daily newspaper in the Southeast
 More research & information than other media
properties
 Average Sunday readership over 1,899,000 adults
 Average daily readership over 1.2 million adults
 Weekly zoning within 14 zones
 More than 6,000 employees
33
Readership Of The
Atlanta Journal-Constitution
69%
59%
72%
57%
2002 Market
2000 Market
5-Weekday Cume
4-Sunday Cume
Source: 2002-2003 Gallup Poll of Media Usage & Consumer Behavior - Atlanta Market
34
AJC Share of Newspaper
Readers in Atlanta MSA
77%
Read
AJC
Base: Read a Daily Newspaper Yesterday
92%
Read
AJC
Base: Read a Sunday Newspaper Last Sunday
Source: 2002-2003 Gallup Poll of Media Usage & Consumer Behavior - Atlanta Market
35
The AJC Has The Fourth Highest Market
Penetration Among The Top 10 MSA’s
73.4%
Washington Post
67.9%
Dallas Morning News
Houston Chronicle
66.6%
Atlanta Journal-Constitution
65.6%
61.7%
Philadelphia Inquirer/News
59.8%
Detroit Free Press News
53.5%
Chicago Tribune
50.7%
Los Angeles Times
46.6%
Boston Globe
New York Times
34.1%
Source: 2003 Scarborough Research, Inc. (Release 2)
4-Sunday Cume
36
AJC Readership Continues To Grow
Number of Adult Readers
Avg Issue M-F
Avg Issue
Sunday
5-Wkdy Cume
4-Sunday
Cume
1,280,100
1,173,421
2002-2003
2000-2001
1,899,300
1,834,821
1,923,200
1,680,855
2,230,300
2,127,980
Source: 2002-2003 Gallup Poll of Media Usage & Consumer Behavior - Atlanta Market
37
Atlanta Journal-Constitution
Reader Demographics
Male
Female
Married
College Grad+
Own Home
White
Black
Children 1+
Age 18-34
Age 35-54
Age 55 Plus
Median Age
HH Inc $75K+
Median HH Income
Atlanta
MSA
Average
Weekday
Average
Sunday
AJC.com
Past 30dys
49%
51%
54%
26%
61%
65%
28%
41%
36%
43%
21%
40
33%
$53,996
50%
50%
59%
32%
67%
66%
28%
41%
30%
44%
26%
43
39%
$60,467
47%
53%
57%
30%
65%
64%
30%
43%
32%
45%
23%
42
37%
$59,283
50%
49%
53%
39%
58%
60%
30%
47%
47%
44%
10%
36
43%
$66,297
Source: 2002-2003 Gallup Poll of Media Usage & Consumer Behavior - Atlanta Market
38
Big Three Networks’ Share of Viewing
Down An Average of 42% Since 1985
28.0%
26.0%
24.0%
ABC
NBC
CBS
22.0%
20.0%
18.0%
16.0%
14.0%
12.0%
10.0%
85-86 87-88 89-90 91-92 93-94 95-96 97-98 99-00
Source: Nielsen Media Research
39
As Network Viewership Declines
Cable Viewership Increases
80.0%
Cable
70.0%
60.0%
Network
50.0%
40.0%
30.0%
20.0%
10.0%
'91 '92 '93 '94 '95 '96 '97 '98 '99 '00 '01 '02
Source: Nielsen NTAR for various fourth quarters
40
In Atlanta, The AJC Delivers A Larger Audience
Than The Super Bowl On Any Given Sunday
2004 Super Bowl (New England vs. North Carolina)
44.2%
45.0%
42.0%
National Rating Local Rating
(CBS)
(CBS-WGCL)
Sunday
AJC
*Avg Issue in Atlanta DMA
Source: Nielsen, Scarborough
41
The Journal-Constitution Is The Most Efficient Medium
To Reach Atlanta Households With Income $50K+
AJC
1 Sunday Ad
56%
Cable TV
2,090 Spots
56%
Morning Drive
Radio
4,000 Spots
56%
25 Ads
56%
Magazines
Media selections based on top stations/print media for the target, including: morning drive radio WSB AM,
WVEE FM, WKLS FM, WALR FM and WABE FM (6am-10am, Mon-Fri); cable stations CNN, Fox 24-Hr News
Channel, TNT, Lifetime, F/X, HGTV Home & Garden, TLC, USA, BET and A&E (6am-2am Mon-Sun); and
magazines Southern Living, TV Guide, Newsweek, Time and Sports Illustrated.
Source: 2003 Scarborough Research,Inc. (Release 1)
42
Newspaper Advantages

Newspapers offer broad reach, favorable demos, zoning
capabilities, improved color reproduction and streamlined ordering
and billing.
“Newspapers provide the kind of touch points for people to get
the depth behind the broad premise laid out in other media,”
according to Ogilvy & Mather creative director Chris Wall.

Geographic targeting works well in newspapers--- with strong
results for retailers.
“The thing we see in newspapers is the immediacy,” says Stuart
Redsun, VP advertising for Gateway Computer. “With Gateway
having 300 stores in local markets, newspapers are really a way to
get the message out quickly, a targeted message for a given
amount of time. We see traffic after we run an ad in newspapers.”
Source: MediaWeek Magazine, April 30, 2001 edition; with data from Scarborough Research and
Readership Institute at the Media Management Center at Northwestern University
43
Newspaper Advantages
 Compare newspapers’ mass media reach with television
fragmentation. 55.1% of the adult population in the U.S.
reads a newspaper on average each day. In a one-week
period, that number increases to 85%. Those numbers
compare to only 38.1% of adults reached in an average halfhour of primetime TV.
“One thing we know is that media you can target
geographically should do better,” says Jon Mandel, comanaging director of MediaCom. “The closer you can get to
the point of sale, especially in a recessionary environment,
the better off you’re going to be.”
Source: MediaWeek Magazine, April 30, 2001 edition; with data from Scarborough Research and
Readership Institute at the Media Management Center at Northwestern University
44