“Snowbirds” Cause Newspaper Circulation to Increase: a Florida Phenomenon 09/23/2004
Throughout the top five major markets for seniors, a large population of seniors from northern states, known as “snowbirds,” makes a significant impact on newspaper circulation. According to the Newspaper Association of America, in the major Florida retirement markets of Miami
, Ft Lauderdale, Orlando
, St. Petersburg and Palm Beach
, “snowbird” migration during the winter increases newspaper circulation numbers by 7.5%, on average. Maximizing the distribution to seniors means advertising in the late autumn and winter when the “snowbird” population is at its highest in these Florida markets.