Albany is the Most Average City in America

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Annie Lowrey asks: What is the most perfectly average place in America? Tyler Cowen nominates Knoxville. Matt Yglesias nominates Jacksonville. As a former marketing weenie, I say we should let the free market decide. Back in 2004, Acxiom ranked the top 150 consumer test markets in the United States based on their overall characteristics: age, marital status, home ownership, estimated income, etc. America’s Fortune 500 companies put their money where their mouths are by conducting expensive and critical tests of their yummy new products in these aggressively average cities. Here are the top ten:

  1. Albany, NY
  2. Rochester, NY
  3. Greensboro, NC
  4. Birmingham, AL
  5. Syracuse, NY
  6. Charlotte, NC
  7. Nashville, TN
  8. Springfield, OR
  9. Wichita, KS
  10. Richmond, VA

In fairness, there’s more than just averageness that makes for a good test market. You also want a place that’s not too big and has reasonable advertising rates. Here is Neeli Bandapudi of Ohio State University explaining on NPR why Columbus is a pretty good test market:

So Columbus, Middle America, it was the idea that it truly was representative of the broader trends of the nation. And, of course, it’s not just that. You want to make sure that it’s a location where it’s not dominated by one employer or one cause, because you want to get a variety of opinions there. Maybe it’s the demographics of the people that you’re trying to reach and also a variety of shopping outlets and a variety of media outlets, so you can see how it would actually play.

Because advertising — there’s no point in just putting it in the store. You got to let people know it’s there.

Indeed. Without that, you know, you might not be very successful.

Anyway, there you go. The free market has answered this question for us. Isn’t the free market wonderful?

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GREAT JOURNALISM, SLOW FUNDRAISING

Our team has been on fire lately—publishing sweeping, one-of-a-kind investigations, ambitious, groundbreaking projects, and even releasing “the holy shit documentary of the year.” And that’s on top of protecting free and fair elections and standing up to bullies and BS when others in the media don’t.

Yet, we just came up pretty short on our first big fundraising campaign since Mother Jones and the Center for Investigative Reporting joined forces.

So, two things:

1) If you value the journalism we do but haven’t pitched in over the last few months, please consider doing so now—we urgently need a lot of help to make up for lost ground.

2) If you’re not ready to donate but you’re interested enough in our work to be reading this, please consider signing up for our free Mother Jones Daily newsletter to get to know us and our reporting better. Maybe once you do, you’ll see it’s something worth supporting.

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