Being a metropolitan daily newspaper, Los Angeles Times' intended audience is mainly targeted to people living in the Los Angeles area. However, Los Angeles Times aims to appeal to a diversity of people, such as Hispanics, millennials, members of the entertainment industry, and affluent (wealthy) people.
Los Angeles is the #1 Hispanic designated market area (DMA) in the United States. Since the Hispanic population is heavily present in Los Angele's market, Los Angeles Times caters to this audience through Hoy, which is LA Time's Spanish language publication. Los Angeles Times reaches about 1.4 million Hispanics in the L.A.-area each week. Because of this, LA times is the #1 media platform in the #1 Hispanic market, while Hoy Fin de Semana is the #1 home-delivered Spanish language newspaper.
With millennials being the new audience in the emerging market, Los Angeles Times accomondates these young individuals by providing entertainment and news coverage digitally and in print. Online, over 8.6 million millennials accesses Los Angeles Times' website (latimes.com) every month. Out of all the visitors of latimes.com, roughly 1 out of 3 is a millennial. Los Angeles Times also reaches a large number of teenagers through print, with the number being 1.2 million each week.
Along with being the #1 Hispanic market, Los Angeles is the entertainment capital of the world. Los Angeles Times reaches out to this entertainment-focused audience through print, digitally, and event-based media. The LA Times newspaper provides a calendar section with local events. This section is read by 1.4 million readers. Besides The Calendar section, LA Times also provides The Envelope print series that focuses on award-worthy content in entertainment. This series is read by 1.1 million and is delivered directly to entertainment offices in Los Angeles. The entertainment content on latimes.com also receives 13.6 million monthly page reviews.
Los Angeles Times' affluent readers are active consumers, decision makers, and influencers who tend to have spending power. LA Times reach over 1.3 million L.A. designated market area households with an Herfindahl-Hirschman index (HHI) of over $100,000, while also being 57% more likely to reach those with an HHI of over $250,000. LA Times is also over two times as likely to reach people with a home valued at over $2 million. Overall, LA Times reach 9.3 million people with an HHI over $100,000 nationally.