Do people read the NYT Theatre Directory in print (or the ABC’s as they are commonly known)? We asked this question as a follow up only to those who said they read the NYT in print (the assumption was if they did not read the NYT in print they probably did not read the ABC’s in print either).
Across the board the percentage is very high (of those who read the NYT in print).
- 86% of Telecharge ticket buyers who said they read the NYT in print said they read the ABCs (88% NYC, 86% suburbs, 86% out of town).
- As there are more out of town ticket buyers for most shows, there were more out of town customers who answered that they read the ABCs in print than in the suburbs or in NYC. Out of town could be as close as Philadelphia, Albany or Hartford, or Los Angeles, Chicago or Houston.
When do they read the ABCs in print?
- Sunday. 50% of out of town Telecharge ticket buyers read it on Sunday, 43% of suburban Telecharge ticket buyers and 36% of NYC Telecharge ticket buyers.
- Friday. 10% of out of town, 11% of suburban and 19% of NYC. In this question as the percentages were small, more NYC Telecharge ticket buyers said yes than either the suburbs or out of town.
- Very occasionally (meaning no specific day which could mean Sunday or Friday or Wednesday, or even Tuesday or Thursday). Suburban customers 23%, NYC 21%, out of town 20%.
- Only when I am looking to buy tickets. 22% NYC, 22% suburban customers, 19% out of town.
- We also asked about Wednesday and the answers were all under 3%.
Similarly more than 90% of the Wednesday Matinee buyers who read the NYT in print read the ABCs (89% NYC, 92% suburbs, 93% out of town). This may surprise you: only 1% of Wednesday Matinee ticket buyers read the ABCs on Wednesday (why would they as Telecharge buyers purchased their tickets in advance!). Their answers for “very occasionally”, “only when I am looking to buy tickets” and Friday closely matched the other groups.
One could draw a conclusion from the numbers; as such a high percentage of the readers read the ABC’s, and the out of town percentages in each group are high, it seems likely those who still read the NYT in print are avid theatre-goers.
As far as when to be in the ABCs, if there is a formula for days to be in and days to skip the ABCs someone smart will have to figure it out.