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McClatchy Premium Audiences & Audience Data

Reach the Right Audiences With Premium Targeting

Go beyond basic demographics and geography with McClatchy’s Premium Audience Network and Premium Audience Data—built from real content engagement across trusted environments.

Customer Impact Assessment
 
80M+
Unique People
in the Database
 
1.2B+
Annual Ad Impressions
 
60M+
Unique Digital Visitors

 
266M+
Monthly Page Views
 
 
7M+
Total Social Followers
 
10M+
 Views on Monthly Videos

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The Audience You Need on Platforms You Can Trust

McClatchy reaches millions of people each month through trusted local news brands across the country. As audiences read, watch, and return to this content, they leave behind clear signals about what they care about, how often they engage, and how their interests change over time.

Our Premium Audiences and Premium Audience Data are how McClatchy turns that engagement into insight. They organize readers into meaningful audience groups based on real content interaction and strengthen those audiences with first-party data that adds scale, consistency, and durability. This allows organizations to replace broad demographic filters with precise audiences built from actual content engagement across McClatchy’s digital properties.

 

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Consumption–Based Audiences

Consumption-based Premium Audiences are created by analyzing how readers interact with specific sections and topics across McClatchy’s network. These signals are then used to group users into audience segments based on what they consistently read and engage with.

Demographic-Based Audiences

Demographic-based Premium Audiences are created by analyzing attributes such as household composition, income ranges, and life-stage indicators—like a recent marriage, new or established parenthood, or retirement.

How Data Strengthens Audience Targeting

McClatchy's Premium Audience Data utilizes privacy-safe identifiers, such as Hashed Email Matches (HEMs) and Mobile Advertising IDs (MAIDs), to understand how readers engage with content across our network. This first-party data helps advertisers reach real consumers who are already interested in their industry—which makes it easier to deliver relevant messaging and activate campaigns with confidence.

 

32 Million

Unique HEMs
Engaging Monthly

 

7.5 Million

Unique MAIDs
Engaging Monthly

 

1.8 Million

New HEMs and MAIDs Added Per Month

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Leverage First-Party Data for Competitive Advantage

McClatchy’s audience data is generated directly from our media network, where millions of users actively engage with content across devices every day. This creates a continuous stream of first-party data tied to real behavior—not modeled or purchased data. Because this data is collected within trusted journalism environments, it supports privacy-conscious targeting while maintaining transparency and brand safety.

Learn About Demographic Based Audiences at McClatchy

Below is just a sampling of the demographic personifications available through your partnership with McClatchy.

almost-empty-nesters

Almost Empty Nesters

Parents with kids nearing adulthood who are planning for their next chapter.

This audience may be interested in higher education recruiting, travel and future hobbies, and services to prepare their kids for adult life.

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Senior Homeowners

Homeowners who have aged out of DIY and are more willing to pay for a project.

This audience may be good for businesses selling: home renovations, landscaping and lawn care, and home services.

single-parents

Single Mothers

Single women balancing a career and motherhood who have to work and also lead their household.

In need of products and services that make life more convenient. Possibly seeking sales, wholesome food items, and educational toys.

double-income-no-kids

Double Income No Kids

Couples living together with no kids, flexible schedules and a higher household income.

This audience has disposable income and may be seeking ideas for travel, dining, recreation and luxury items.

young-married-couples

Young Married Couples

These young couples are newlyweds who are just getting started building their life together.

This audience may be interested in shopping for furniture or homegoods and seeking real estate agents or travel.

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Affluent Matures

Adults over 55 who enjoy and have expendable income for the finer things in life. 

This audience may be good for businesses selling: plastic surgery, international travel, and fine dining. 

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High Income Families

These are parents with disposable income trying to make the most of family time.

This may be a good target audience for travel, local events, gifts, and family friendly destinations.

mega-parents

Mega Parents

These single parents have full hearts and full schedules–multiple children and a household.

This may be a good audience for household items, children's toys, education, and streaming platforms (Netflix, Disney+, etc.)

affluent-seniors

Affluent Seniors

These are adults over 65 who enjoy and have the expendable income for the finer things in life.

This audience may be interested in leisure travel, cruises, vacation real estate, home and landscaping services.

established-families

Established Families

These are families, possibly with older children, that live firmly in the upper middle class.

This may be a good target audience for entertainment, retail, home improvement, and professional home services.

juggling-families

Juggling Families

These are families with multiple children to raise and competing schedules to manage.

A true juggling act, these families may be in need of professional home services, automotive services, food and beverage.

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Spanish Speaking

These are people and families who speak and/or read in Spanish.

This group may be interested in political/advocacy, education, entertainment, and multi-lingual businesses.

Can't find  Demographic Personas that fit your audience?

You can also build your own audience based on age, gender, income, homeownership details, occupation, presence of children, and more. To learn more, schedule a consultation with one of our marketing specialists.

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Want to know more about our audience?

Learn More About Our Reach

Use Cases for McClatchy Premium Audience Data

McClatchy’s data is used to solve practical marketing challenges—from identifying the right audiences to understanding how customers engage with content. These insights help organizations improve targeting, build more accurate audience segments, and apply data consistently across campaigns.

Digital Audience Activation

Drive targeted campaigns across programmatic platforms, social media, and email.

Data Enhancement

Enrich your own datasets with our first-party data to achieve deeper customer insights.

Custom Audience Creation

Create bespoke audience segments based on demographic, behavioral, and intent signals.

Predictive Analytics

Forecast customer behaviors and optimize your product offerings based on historical patterns.

Market Segmentation

Develop highly targeted market segments for more effective and personalized marketing strategies.

Testimonials

What Our Customers Say

We changed our partner a year ago and during that time our sales increased 18% in 2020 and 60% in 2021 . . . McClatchy's team was and still is a valuable catalyst in our multi-pronged marketing program to make that happen.

McClatchy Client
Founder

Our McClatchy marketing strategies have become our #1 source for leads - what a great ROI!

McClatchy Client
Multi-Market / National

We noticed an immediate uptick in web traffic and engagement with the campaign launch. Access to the dashboard and monthly reports provide invaluable analytics to quantify results. We were excited to recently renew our contract with McClatchy.

McClatchy Client
South Carolina

Over the years, we’ve built a strong relationship with the McClatchy digital team. They are just as dedicated to a campaign’s success as we are. The team takes the time to get familiar with the complexities of the services that we are promoting and offers valuable market research. In turn, that helps us develop creative solutions and ensure we’re reaching our target audience.

McClatchy Client
North Carolina
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Jordan Friedman

Advertising

Meet Your Premium Audience Data Expert

Jordan Friedman has been working with McClatchy Media for over a year, leading the development and launch of its data business. With over 15 years of experience in data-driven advertising and media, he specializes in helping publishers acquire and monetize first-party data in a safe and compliant manner while supporting a wide range of media-specific use cases.

Leveraging his deep expertise in the data industry, Jordan is helping McClatchy Media build an innovative and industry-leading data business that enhances audience insights, drives advertising effectiveness, and unlocks new revenue opportunities.

 

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Frequently Asked Questions

The McClatchy Premium Audience Network is a high-impact advertising platform that connects your brand with millions of engaged users through trusted local and national media. By tapping into this network, you gain access to targeted inventory across McClatchy’s properties, allowing your campaigns to reach the right audience, boost visibility, and drive meaningful engagement.

McClatchy's Premium Audience Data is a robust, first-party data solution that captures user behavior across the full customer journey—from content interaction to purchase activity. This authenticated data enables precise audience targeting and personalized marketing strategies, helping businesses increase engagement, improve conversion rates, and drive measurable growth.

McClatchy uses real-time content consumption patterns to group users into interest-based segments—such as frequent readers of automotive, health, or travel content. These cohorts are refreshed hourly for accuracy. In addition, McClatchy offers demographic-based segments like “Senior Homeowners,” “Affluent Matures,” and “Almost Empty Nesters,” helping advertisers target life-stage-specific audiences with greater precision.

Accuracy is maintained through continuous collection and refinement of first-party data across 30+ trusted news sites, representing over 266 million monthly page views. McClatchy analyzes multi-device user behavior, content consumption, and interaction patterns to deliver reliable, real-time audience insights that marketers can confidently act on.

The network supports a full suite of advertising channels, including:

  • Display Ads
  • Video Advertising
  • Native Content
  • Social Media Marketing
  • Retargeting & Remarketing

These tools allow you to build cohesive, cross-channel campaigns that maximize reach and performance.

 

McClatchy offers customizable audience segments based on attributes like age, gender, income, homeownership, occupation, interests, and household makeup. To develop a segment aligned with your campaign goals, you can schedule a consultation with a McClatchy marketing expert for tailored support.

Businesses use McClatchy’s data solutions for:

  • Digital audience activation on programmatic, social, and email platforms
  • Data enrichment to enhance internal CRM and customer datasets
  • Custom audience creation using demographic, behavioral, and intent signals
  • Predictive analytics to forecast buying behavior and optimize product offerings
  • Market segmentation to fine-tune messaging and maximize campaign performance

These use cases support smarter, more effective marketing strategies across industries.

 

Target Smarter With McClatchy

Premium Audiences & Premium Audience Data provide access to audience segments crafted from genuine content engagement and first-party data. Reach people based on what they read, how often they engage, and where they spend their time across McClatchy’s network.