The Data

Hippo is a big data user.

From its analysis of each drop spots weekly returns to its thrice annual polling of the southern New Hampshire market, Hippo uses data to shape content, verify distribution data, and tell us and our advertisers more about who reads us and more about the entire marketplace.  

284,965 Hippo Readers in Southern NH and Northern MA

Our cumulative readership number, 284,965 Hippo readers, comes from our annual Media Audit poll. It counts all readers, non-duplicated over four issues. Unlike traditional print, Hippo's audience varies greatly over four issues due to our single copy distribution method as opposed to home delivery. 

Southern New Hampshire includes: counties Cheshire, Hillsborough, Rockingham, Merrimack, Strafford, Belknap and Sullivan) and northern Massachusetts includes counties Essex, Middlesex, Suffolk and Worcester ). Readership between the two states break down to 190,000 in New Hampshire and 20,000 in Massachusetts. Media Audit 2018. Accuracy within plus or minus four percent 95 percent of the time.  

Hippo's Area of Influence

Hippo's readership centers around Manchester and follows the Merrimack Valley north and south. In the three main counties of southern New Hampshire, Hippo has a 20 percent penetration.  Within Hippo's main circulation towns, that rises to 30 percent. 

Print Circulation #1

Hippo: 29,210 (audit period ending Jan. 2022) - Thursday, Weekly
Sunday News 17,291 (postal report Q3 2023) - Sunday, Weekly
Union Leader 14,273 (postal report Q3 2023) - Monday through Friday
New Hampshire Magazine: >12,000 (estimated) - Monthly
Concord Monitor: 7,500 (estimated) - Sunday to Friday
Portsmouth Herald:  7,800 (estimated) - Sunday to Friday

Hippo Audience Demographics

Key Takeaways
Hippo readers tend to be active and affluent with a median income of $82,000 (23 percent greater than state median). Though our readers are younger than traditional print media and the nightly news, at 43 it's on par with New Hampshire. We overrepresented in the 25 to 64 demo. We skew female with most readers saying they are actively looking for things to do. 

Age
Median: 43
18-24: 9%
25-44: 39%
45-65: 44%
65+: 9%
Gender
60% women
40% men
Income
Median income: $82,000 (30 percent higher than the average New Hampshire household)
Education
Some college or more: 60%
Politics
42% are independents
25% support Democratic party
18% support Republican party

Hippo Usage Data
90% read the ads in Hippo
56% keep Hippo in their homes for more than a week
91% say Hippo helps them decide what to do
73% are actively looking for an activity
91% use Hippo to find out about new restaurants

Consumer Data
66% own a dog or cat
23% own their own business or make business decisions
12% plan to buy a new car or truck in the next 12 months
23% are loyal to a dealership
38% are in the market for a new bank/credit union
32% are interested in a loan or refinance
20% expect to need a lawyer in the next 12 months
69% have bought alcoholic beverages in the past month
54% go out to eat for lunch at least once a week
61% look for a food shop that sells items not available in chains

Home/Living Data
72% own their own home
60% plan home improvements in the next 12 months
40% plan to buy furniture in the next 12 months
18% plan to buy a major appliance  in the next 12 months

Media Habits
82% do not subscribe to a daily newspaper
69% do not read a daily newspaper
53% own a smart phone
60% use social media

Data from CVC Audit and ARG poll.

Media Audience in Hillsborough, Rockingham and Merrimack counties 

#1 WMUR-TV 6-6:30P • 213,000
#2 WMUR-TV 5-6P • 179,000
#3 Hippo • 128,000
#4 Sunday News • 111,000
#5 WZID • 111,000
#6 WMUR-TV 11-11:30P • 60,000
#7 Union Leader • 60,000
#8 WBIN-TV 6-6:30P • 51,000
#9 WGIR-FM • 51,000
#10 WOKQ • 51,000

ARG polled for frequent or regular users of media. In the case of weeklies or Sunday papers that was at least one in four issues; in the case of a daily that at least two issues in seven, in the case of radio it was at least four out of seven days (15 minutes) and for television it was at least four out of seven (15 minutes).  Poll conducted Aug-Sept. 2015. Accuracy within plus or minus four percent 95 percent of the time.  

What does this mean for advertisers?
An engaged, active and affluent audience for a low cost per thousand. For example, it costs $6.80 per thousand readers for a half page ad.