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A marketing and advertising resource for southeastern Minnesota. Rochester Market Data and Media Guide 2018
A marketing and advertising resource for southeastern Minnesota.
Rochester Market Data
and Media Guide 2018
With the growth of Mayo Clinic and the projected growth in the community
from Destination Medical Center (DMC) initiatives, business owners, agency
representatives, and corporate teams are hungry for market data, economic and
demographic stats. This guide offers resources from Rochester Area Economic
Development, Inc. (RAEDI), Journey To Growth, Diversity Council, and Rochester
Public Schools to help you make informed decisions regarding your investment
in Rochester and southeastern Minnesota.
To help you jumpstart your research – we’ve included a market overview in this
guide. Also included is a directory of Rochester-area media partners for you
to choose from. Navigating which local media partners make sense for your
business can be time consuming and sometimes overwhelming. We are here to
help simplify your process.
As the largest evening newspaper in the state and most visited southeastern
Minnesota news website – the Post Bulletin is the most comprehensive source in
southeastern Minnesota for award winning news,
entertainment and advertising messages.
Advertising options include:
l Print advertising
l Digital advertising
l Radio stations
l Television stations
l Cable and satellite
providers
l Outdoor
advertising
Our Post Bulletin media consultants
can assist you with building a package
that fits your needs and budget.
Simply call 507-285-7600 or email
Sue Lovejoy at
Warm welcome to Rochester
PopulationThe Rochester population has grown steadily over the last two decades. With the
onset of Destination Medical Center, an initiative to position Rochester and Mayo
Clinic as the premier destination for health and wellness; the area is expected to
continue growing over the next 20 years.
50,000
25,000
100,000
150,000
200,000
Census,
April 1, 2010
Population
estimate 2015
Population
estimate 2016
Olmsted Wabasha Dodge
Rochester
MSA
PopulationOlmsted
County
Wabasha
County
Dodge
County
Rochester
MSA
Population Estimate 2016 153,102 21,273 20,506 216,410
Population Estimate 2015 151,251 21,243 20,381
Census, April 1, 2010 144,248 21,676 20,087 186,011
Population of top southeastern Minnesota counties and Rochester MSA
Population of top southeastern Minnesota counties and Rochester MSA
Source: RAEDI, US Census Bureau
Our PeopleMoney magazine reported that
the city of Rochester “radiates
cosmopolitan style without big
city ills.” Here is the breakdown of
the people that make Rochester a
special place.
Rochester Demographics Total
2010 Population 144,248
Under 19 27.5%
20 - 24 5.0%
25 - 34 14.9%
35 - 44 14.9%
45 - 64 27.1%
65+ 13.4%
Our People 2012 - 2016
Households 44,235
Bachelors degree or higher 43.7%
Median household income $65,195
Median value owner-
occupied housing units$178,000
Population estimate 153,102 ]
]
]
Historically, Rochester’s per
capita income is above the
national average.
In 2014, most owner-
occupied homes sold
for less than $200,000
– with many selling for
$100,000-$175,000.
While young adults,
ages 20-24, tend to leave
Rochester for college,
many 25-45 year olds find
Rochester their home for
work. Another large group
is ages 45-65+.
Source: RAEDI and Journey to Growth, 2013
EmploymentDestination Medical Center (DMC) a multibillion dollar project positioning Rochester
as a global destination for wealth and wellness has the area booming.
“DMC will position the city and region for economic prosperity for decades to come,
expanding Rochester’s economic base with new businesses, jobs, and tax revenue.”
— DMC.com
l A new study by SmartAsset ranked Rochester as the best city for working women
in the United States. (2016)
l Rochester has an unemployment under the national average, unlike many upper
Midwest cities of similar size.
l Olmsted, Goodhue, Steele and Mower counties have the largest labor force
population with Olmsted, Goodhue and Mower counties having less than
4% unemployed.
Labor
Force
Number
Employed
Number
Unemployed
Unemployment
Rate MN USA
Dodge 11,752 11,241 511 4.3%
Fillmore 11,597 11,072 525 4.5%
Goodhue 27,174 26,176 998 3.7%
Mower 20,783 20,088 695 3.3%
Olmsted 86,640 84,039 2,601 3.0%
Steele 19,968 19,141 827 4.1%
Wabasha 12,134 11,620 514 4.2%
Source: Minnesota Department of Employment & Economic Development, 2018
Unemployment – Southeastern Minnesota Counties Year-end 2013
3.8% 4.1%
Rochester MSA Population 2016 216,410
White population 86%
Asian & Pacific Islander population 4.8%
Black population 4.5%
Hispanic population 4.3%
Native American population 0.2%
DiversityBecause of projected employee shortages in the next 25 years, Minnesota
demographers predict an influx of more than 40,000 people to Olmsted
County. This group of new residents will be demographically very different
from the traditional population, with an estimated 57 percent of newcomers
being people of color.
Although the 2010 census update reported that nativeborn whites remained
a majority at 83.4 percent of the population, the population rate increase was
much larger for minority groups.
Source: RAEDI
Educational
Opportunities
Career & Technical Education
Center (C-TECH) is a program
launched by Rochester Public
Schools in 2016 to offer
technical based courses to
interested junior and senior
high school students.
Higher education programs and initiatives
guide students to success.
Rochester offers a variety of options for those
seeking higher education in town.
Colleges and universities include:
l Rochester Community and Technical College
l Winona State University
l University of Minnesota Rochester (UMR)
l Mayo Medical School
l Mayo School of Health Sciences
Private schools include:
l Augsburg College
l College of St. Scholastica
l Cardinal Stritch University
l St. Mary’s University of Minnesota
Hey Big Spender!Alongside the local population of 200,000+, the Rochester area supports 2.76
million visitors a year (that’s an average 230,000 visitors a month which nearly
doubles the population every 30 days). For all industries, an average 29,000
people commute to Rochester to work. Residents, guests and commuters
boost the local economy, spending their disposable income dollars here.
(RAEDI and Rochester Convention and Visitors Bureau)
Source: Minnesota Department of Revenue, Sales
and Use Tax Division.
Retail
Industry
Rochester MSA
Gross Retail Sales 2015
General Merchandise $624,036,988
Vehicle Parts $555,669,589
Food & Beverage $326,141,996
Building Materials $182,699,863
Clothing/Accessory $114,592,769
Leisure Goods $100,420,318
Health/Personal $84,438,475
Furniture $82,869,935
l Home to Mayo Clinic, the number
1 ranked hospital in the United States
(US News & World Report)
l One of the nation’s top patent producers
per capita (J2G)
l Local economy driven by technology,
healthcare and agriculture (RAEDI)
l Accelerated innovation in biotechnology
through the Minnesota BioScience Center
Innovative
Businesses
Healthy Living from the Ground Up
For more than 40 years, Agri News has been the sought after, regional agricultural
news source for market updates, agronomy advances, stories from the fields and
fairs, and profiles of farmers in the area. Serving more than 40,000 print and digital
readers - Agri News covers the tri-state area of Minnesota, Wisconsin and Iowa.
agrinews.com
With a tagline of “Healthy living from the ground up,” Radish covers topics rang-
ing from area farmers markets and health food stores, to bike trails and wineries
in southeastern Minnesota. Six bimonthly and three specialty issues per year.
postbulletin.com/magazines/radish
Minnesota’s largest evening newspaper, serving more than 70,000 weekday
readers, 80,000 weekend readers and over 560,000 monthly users online in
more than 60 communities. This award-winning publication is the area’s go-to
news source.
postbulletin.com
The city’s award-winning, glossy monthly magazine covers those stories--the
people, places and events--that matter to Rochester-area readers.
postbulletin.com/magazines/rochester
Southeastern Minnesota’s weekly what-to-do guide and winner of the Mayor’s
Award for its support of the arts. 507 Magazine is filled with entertainment
options, food, drink, arts events, live music and more. Read by on-the-go
consumers aged 25 - 65.
pb507.com
Print AdvertisingWhen consumers reach for print products to be informed, entertained and
inspired, they have many local options to choose from including:
A monthly publication showcasing ways to create cozy spaces, start and
finish DIY projects and landscape and garden. Haven also features local
real estate opportunities and home selling tips. Local experts weigh in on
various topics including: décor ideas, DIY advice, financing and building
your next home.
This Tuesday publication extends the market coverage of the Post Bulletin by
27,000 households. It offers budget-friendly tips, coupons, store circulars and
encore columns from award-winning writers at the Post Bulletin.
A home and healthy living magazine for Rochester, Minnesota to help area
women grow personally and professionally and connect with each other and
the community.
rwmagazine.com
Print Advertising, continued
Shop Wise is a direct mail advertising company based in Minneapolis publishing
Shop Wise magazine 11 times per year for Rochester, Minnesota.
shopwisemagazine.com
Livability is a community magazine sponsored by the Rochester Area Chamber
of Commerce sharing things to do, living tips and business updates to those
who live in the area.
livability.com/mn/rochester
Published annually by Experience Minnesota’s Rochester. Experience Rochester
is a travel planner for dining, shopping, arts and culture, recreation and heritage in
Rochester.
rochestercvb.org
Shop Rochester is a direct mail savings magazine published 11 times per year and
mailed to 50,000 homes. It is also available in newstands and hotels throughout
Rochester.
shoprochester.org
Print Advertising, continued
Digital AdvertisingMobile, web, SEO, social, digital. What’s right for you? And who in town does it?
Below is a list of digital advertising service providers.
PB Digital powered by DIG!
Digital Impact Guides (DIG) is the digital division of the Small Newspaper Group and its
newspaper subsidiaries – including Post Bulletin in Rochester, Minnesota and others in
Illinois. Services include: strategy and planning, online advertising, email and mobile
marketing, SEO, social media management and web development.
diguides.com
CWS
An inbound marketing agency, CWS emphasizes website application
programming, website design and social media strategies.
cws.net
MLT Group
A full-service marketing agency, MLT Group specializes in web development, video
production, print design and marketing strategies.
mltgroup.com
Townsquare Interactive
Part of Townsquare Media – which owns and operates 300+ radio stations in 65+
small- to mid-sized markets. Townsquare Interactive works on website development,
social media management and SEO.
townsquareinteractive.com
Station Dial Frequency Call Letters Programming Format
91.7 KZSE Public Radio
92.9 KFSI Christian
96.5 KWWK Country
97.5 KNXR Classic Rock
99.9 KAUS Country
101.7 KRCH Classic Rock
102.5 KMFX Country
105.3 KYBA Top 100
106.9 KROC Pop
107.7 KDUZ Adult Hits
970 KQAQ Country
1270 KFAN Sports
1340 KROC-AM News
1520 KOLM Sports
Radio StationsWhen not listening to satellite radio or streaming online, consumers
might tune in to the list of Rochester-area radio stations below.
Television StationsViewers can click to these six local TV stations when the TV remote is near.
Station Call Letters Channel Network
KTTC 12 NBC
KAAL 6 ABC
KIMT 3 CBS
KXLT 47 FOX
NTTC 7 CW
KSMQ 15 PBS
Cable and Satellite ProvidersFor TV watchers looking for cable or satellite options, there are four
providers to choose from:
Outdoor AdvertisingBus shelters, bus backs, sides, wraps, billboards, CityLites. Oh my! Where can
you find help in town? Here are four partner options:
Fairway
Media variety: digital billboards, posters and bulletins
fairwayoutdoor.com/minnesota
Outfront Media
Media variety: billboards, walls, bus and rail media, street furniture, specialty
signage, digital, mobile billboards, sports media and more
outfrontmedia.com
Houck Transit Advertising
Media variety: bus – full wraps, King Kongs, tail signs, interior ads
www.houckads.com
Blue Line Media
Media variety: billboards, buses, bus stops, benches, malls, airports, taxis,
gas stations, subways, trains, supermarkets, coffee cups, etc.
bluelinemedia.com
There are many ways to promote and grow your business in Rochester: 14 radio
stations, 6 local TV stations, 12 major print publications, and outdoor and digital
options. That’s a lot to consider, right?
We’d be honored to help you build a strategic marketing and advertising plan
customized to fit your business and budget.
Our Post Bulletin media consultants can help you identify:
l How to achieve better return on investment with defined business goals
l How your current marketing plan matches up with your goals
l How you can adjust your current marketing plan to be even more successful
Set up a free consultation with a Post Bulletin
media consultant today!
Email [email protected]
or call 507-285-7600 and a consultant
will be in touch.
