The Press-Enterprise Maps

The Press-Enterprise Market Share vs. The Sun Newspaper
A frequent component of newspaper marketing strategy is to show the strength of one newspaper's circulation market share against one or more of its rivals'. The Press-Enterprise (The P-E), based in Riverside, California, is virtually unchallenged throughout Riverside County by its San Bernardino County-based competitor, The Sun. The P-E circulation and advertising volume are growing in San Bernardino County in response to the paper's quality and aggressive marketing.

This map was designed to show operators of a minor league baseball stadium in San Bernardino that, while The P-E circulation is growing around them in their home county, the ballpark is located just a few miles from the paper's stronghold of Riverside County. The map specifically outlines The P-E's strength within a 20-mile trade area radius, much of which the paper dominates with a market share of 90 percent to 100 percent against The Sun.

La Prensa Coverage Areas
The Inland Empire region of Southern California is one of the fastest growing areas in the United States. While the population as a whole is increasing, the Hispanic population is on the rise at a greater pace. To better serve the news and advertising needs of this burgeoning market segment, The P-E publishes La Prensa, the leading Spanish-language newspaper in inland Southern California.

This map was created as a primary selling tool to show advertisers the increasing importance of the Hispanic market and the areas in which La Prensa circulates. The map uses Claritas demographic data to shade ZIP Codes by Hispanic population concentration and uses overlaying polygons to show La Prensa's distribution areas. A point layer displays the locations of major shopping malls.

Riverside Real Estate Offices
This map was created as a spatial representation of real estate offices in Riverside, California, where The P-E is based. The real estate sector is an important component of the overall advertising business that serves as the main source of revenue for all newspapers. The map was created for internal use by the real estate advertising manager for help in dividing the city into sales territories for account executives.

The sales manager had a database listing the names and addresses of local real estate agencies but no way of visualizing their locations, how their locations relate to one another, the city's neighborhoods and business districts, and its major thoroughfares. One challenge evident in displaying so many tightly packed points on a large-scale map (1 inch = 1.6 miles) is that some of the locations must be dispersed slightly to be readable.