Salem, Oregon
Salem, the state capital, is Oregon’s second largest city. Salem is located just 45 minutes south of Portland and is in the heart of the Willamette Valley, one of the most fertile and agriculturally productive regions of the world.
Salem serves as the hub of both state government and the surrounding farming communities. State government is the city’s largest employer, with approximately 13,000 full-time employees. Salem is also one of the largest food processing centers in the United States. Other area employers include the May Trucking Company, T-Mobile, Salem Keizer School District, and Salem Hospital.
Salem, as part of the Portland DMA, has no local TV or radio options for the city. And with a local newspaper losing readership daily, transit advertising is left as the only strong advertising solution to reach local Salem buyers. The transit district is growing and continues reaching into newer, upscale residential and shopping areas.
TRANSIT DISTRICT FACTS
Salem Area Mass Transit Districts (Cherriots), serves over 20 routes daily. Of these, 18 travel to the downtown station. Many of the commuters are adults traveling to or from work and home. There are approximately 4,000 students, senior citizens, small children, and/or disabled citizens that ride the buses on a daily basis. All of the buses have the capacity to carry bicycles and wheelchairs. Each of the buses gets washed inside and out every day of the year. Cherriots has experienced a 60 percent increase in riders over the last 10 years.
TOTAL VEHICLES: 70 buses
AVERAGE MONTHLY RIDERSHIP: 435,300
AREAS SERVED: The Salem/Keizer area within the Urban Growth Boundary, an area of 68 square miles.
SHOPPING/RESTAURANT COVERAGE: Lancaster Mall, Salem Center, and Downtown Salem
RECREATION/ ENTERTAINMENT COVERAGE: Oregon State Fair, State Capitol Building, Salem Riverfront Park, museums, the fair grounds, golf courses, and numerous city parks and athletic fields
COLLEGE/UNIVERSITY COVERAGE: Willamette University and Chemeketa Community College
HOSPITAL COVERAGE: Northbank Surgical Center, Salem Hospital, and Santiam Memorial Hospital
DEMOGRAPHICS
DMA FACTS (Designated Market Area = defi ned geographical area used by A.C.
Nielsen to identify large television viewing audiences)
• Ranking: 24 (Portland)
• Population: 2,897,809
MSA FACTS (Metropolitan Statistical Area = includes a city of at least 50,000
population)
• Population: 284,834
• Median Age: 33
• Median Household Income: $38,881
• Annual Retail Sales: $2,017,417,000
• Percent Population by Race: White: 83%, Hispanic: 14%
Here’s what some happy customers in Salem have to say about advertising with Lamar Transit…
We cut back on our yellow page advertising last year and decided to go with Lamar ads on two Salem city buses. We were worried that this would have a negative effect on our production. However, much to our delight, it has gone up! Thanks Lamar!
Lyndon McGill, D.C.
The Spine Clinic, Inc.
Salem, Oregon
We have been very pleased with the exposure Capitol Auto Group has received from Lamar Advertising – both in transit and bill boards. And the service we have received from both Marjorie and Rick has always been top notch.
Carrie Casebeer
Capitol Auto Group
St. Vincent de Paul Society Council of Mid-Willamette Valley
We operate two thrift stores in Salem, offer emergency services to those in need, and operate one of the largest food banks in Mid-Willamette Valley. We have been using transit advertising for over a year. Marjorie made an excellent presentation outlining all of the benefits of using transit vs. other forms of advertising. Transit Advertising seemed to be our best “bang for our buck”.
We have definitely benefited in our stores as many people have commented that they came in because they saw the bus ad. Transit Advertising has been a great value for our advertising dollars. It reaches virtually everyone in our target market that leaves their house and gets on the road! Staff at Lamar are Great to work with, very receptive to our advertising needs.
Marjorie Dudley
2150 Commercial Street SE, Suite 210
Salem, OR 97302
P (503) 362-4398
F (503) 362-2528
info@lamarnorthwest.com
