U.S. SUBURBAN PRESS
and the
PRIZM CLUSTER SYSTEM
The beauty of USSPI Media is flexibility. The flexibility to target your best prospects in a way never before possible by newspaper or any
combination of newspapers. Give us your demographics or specific ZIP codes of interest. Or, if you are a PRIZM licensee give us your
target Clusters, and we will help you create a buy tailored to meet your specific needs.
Conceived and pioneered by CLARITAS in 1974, PRIZM is recognized as the premier source in geo-demographic consumer markets
segmentation. The basis of the system relies on assigning every U.S. geography into one of sixty-six unique neighborhood cluster types
according to their similarities over hundreds of precise census measures. Having identified a ZIP code’s PRIZM cluster type one can then
predict consumer behavior, lifestyle pursuits, etc. for that given area via interlock with primary syndications such as MRI (Mediamark
Research Inc.).
U.S. Suburban Press Media has taken the sixty-six PRIZM Clusters and has created three distinct cluster groupings which advertisers
can now target via USSPI’s network of suburban newspapers. These targets are the Affluentials, Greenbelt Families, and Middle
America.
Target
Affluentials
Greenbelt Families
Middle America
Total
All Others
% Comp.
U.S. HH’s
USSPI Circulation
% Comp.
USSPI Circulation
25.45
14.86
27.97
68.28
31.73
5,555,519
3,029,212
3,698,432
12,283,163
3,335,772
35.57
19.39
23.68
78.64
21.36
Index
140
131
85
115
67
TARGET #1-AFFLUENTIALS
CIRCULATION PROFILE BY PRIZM CLUSTER
CLUSTER
NUMBER
2
9
6
1
10
5
3
14
15
11
7
8
4
CLUSTER NICKNAME
Blue Blood Estates
Big Fish, Small Pond
Winner’s Circle
Upper Crust
Second City Elite
Country Squires
Movers & Shakers
New Empty Nests
Pools & Patios
God’s Country
Money & Brains
Executive Suites
Young Digerati
%
U.S. HH’S
1.46
1.82
1.59
2.18
1.63
2.36
2.36
1.45
1.76
1.79
3.45
1.30
2.30
25.45
%
USSPI CIRC.
2.96
3.64
2.89
3.72
2.74
3.72
3.64
1.95
2.10
1.95
3.72
1.01
1.53
35.57
INDEX
203
200
182
170
168
158
154
134
119
109
108
78
66
140
This target is composed of the top socio-economic clusters which include high-end educations and incomes, executive white collar
occupations, expensive owner-occupied housing, and conspicuous consumption levels for many products, goods and services. People in
this target range from elite suburban families to yuppies to double income families with mostly grown children in expensive houses to
sophisticated consumers of adult luxuries in townhouses near universities. This target has enormous buying power.
DEMOGRAPHIC & LIFESTYLE HIGHLIGHTS
Household Income $250,000+
Home Value $500,000+
Post Graduate Degree
Occupation, Professional
Own/Lease a New Luxury Car
Has Life Insurance $250,000+
Own Stock Valued at $50,000+
Index
450
361
256
182
274
227
310
Foreign Travel 3+ Trips in Last 3 Years
Member of Frequent Flyer Program
Stay at Hyatt on Vacation in Last Year
Go Golfing in Last Year
Belong to a Country Club
Go to Museum in Last Year
Visit CNN.com in Last Month
Index
253
250
221
179
273
186
189
CLUSTER
NUMBER
20
25
13
18
19
17
21
12
22
TARGET #2-GREENBELT FAMILIES
CIRCULATION PROFILE BY PRIZM CLUSTER
%
%
CLUSTER NICKNAME
U.S. HH’S
USSPI CIRC.
Fast-Track Families
.88
2.04
Country Casuals
.78
1.60
Upward Bound
2.46
3.73
Kids & Cul-de-Sacs
1.97
2.74
Home Sweet Home
2.35
2.91
Beltway Boomers
1.27
1.43
Gray Power
1.24
1.35
Brite Lites, Li’l City
2.16
2.22
Young Influentials
1.74
1.36
14.86
19.39
INDEX
232
206
151
139
124
112
109
103
78
131
This group occupies the comfortable suburban and boom town areas dedicated to family raising, good schools, scouting, soccer games,
and home maintenance. This is a major packaged goods and apparel target with larger families, above average incomes and home
values, dual wage earners, and owner-occupied single unit dwellings. Most families here have achieved the traditional “American Dream”
DEMOGRAPHIC & LIFESTYLE HIGHLIGHTS
Household Income $100,000+
Home Value $200,000-$499,999
Bachelor’s Degree
Occupation, Management
Visit ESPN.com in Last Month
Own a Valid Passport
Index
249
154
153
192
156
139
Index
148
130
135
160
144
155
Domestic Vacation Trip in Last Year
Place 3+ Stock Transactions in Last Year
Has American Express Charge Card
Play Racquetball in Last Year
Own/Lease a New Imported Vehicle
Paid Bills Online
TARGET #3-MIDDLE AMERICA
CIRCULATION PROFILE BY PRIZM CLUSTER
CLUSTER
NUMBER
39
27
28
26
32
30
40
24
34
36
37
29
33
23
16
31
CLUSTER NICKNAME
Domestic Duos
Middleburg Managers
Traditional Times
The Cosmopolitans
New Homesteaders
Suburban Sprawl
Close-In Couples
Up-and-Comers
White Picket Fences
Blue-Chip Blues
Mayberry-ville
American Dreams
Big Sky Families
Greenbelt Sports
Bohemian Mix
Urban Achievers
%
U.S. HH’S
1.36
2.23
1.64
1.86
1.44
1.47
1.86
1.40
1.55
1.40
1.03
3.40
.70
1.21
3.25
2.15
27.97
%
USSPI CIRC.
1.71
2.65
1.79
1.92
1.35
1.38
1.66
1.24
1.36
1.13
.82
2.58
.46
.79
1.83
1.00
23.68
INDEX
126
119
109
103
94
94
89
88
88
81
80
76
66
65
56
46
85
This target is the collection of mid and upper mid-suburban and older, denser neighborhoods with mixed age groups. There are
relatively more foreign born residents here than in other suburban areas. Suburban neighborhoods in this target were built in the
50’s. Consequently, these well-paid blue and white collar residents have good discretionary incomes due to high stable employment,
dual incomes, and homes with small or no mortgages. Living is easy in this target.
DEMOGRAPHIC & LIFESTYLE HIGHLIGHTS
Household Income $75,000-$99,999
Home Value $150,000-$199,999
Use Paycheck Direct Deposit
Drive Motorcycle
Bought Photo Printer in Last Year
Own Laptop/Notebook PC
Index
212
133
110
109
122
111
Visit eBay.com in Last Month
Go To Movies 4+ Times/Mo. In Last 3 mo.
Used ATM Machine in Last Year
Go Casino Gambling in Last Year
Go Bowling in Last Year
Exercise at Club 2+ Times per Week
Index
114
115
110
112
113
103