Albany is the Most Average City in America

For indispensable reporting on the coronavirus crisis and more, subscribe to Mother Jones' newsletters.


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?

THE BIG PICTURE

You expect the big picture, and it's our job at Mother Jones to give it to you. And right now, so many of the troubles we face are the making not of a virus, but of the quest for profit, political or economic (and not just from the man in the White House who could have offered leadership and comfort but instead gave us bleach).

In "News Is Just Like Waste Management," we unpack what the coronavirus crisis has meant for journalism, including Mother Jones’, and how we can rise to the challenge. If you're able to, this is a critical moment to support our nonprofit journalism with a donation: We've scoured our budget and made the cuts we can without impairing our mission, and we hope to raise $400,000 from our community of online readers to help keep our big reporting projects going because this extraordinary pandemic-plus-election year is no time to pull back.

THE BIG PICTURE

You expect the big picture, and it's our job at Mother Jones to give it to you. And right now, so many of the troubles we face are the making not of a virus, but of the quest for profit, political or economic (and not just from the man in the White House who could have offered leadership and comfort but instead gave us bleach).

In "News Is Just Like Waste Management," we unpack what the coronavirus crisis has meant for journalism, including Mother Jones’, and how we can rise to the challenge. If you're able to, this is a critical moment to support our nonprofit journalism with a donation: We've scoured our budget and made the cuts we can without impairing our mission, and we hope to raise $400,000 from our community of online readers to help keep our big reporting projects going because this extraordinary pandemic-plus-election year is no time to pull back.

We Recommend

Latest

Sign up for our newsletters

Subscribe and we'll send Mother Jones straight to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate

We have a new comment system! We are now using Coral, from Vox Media, for comments on all new articles. We'd love your feedback.