Throughout the top five major markets for seniors, a large population of seniors from northern states, known as “snowbirds,” makes a significant impact on newspaper circulation. According to the Newspaper Association of America, in the major Florida retirement markets of Miami, Ft Lauderdale, Orlando, Tampa, St. Petersburg and Palm Beach, “snowbird” migration during the winter increases newspaper circulation numbers by 7.5%, on average. Maximizing the distribution to seniors means advertising in the late autumn and winter when the “snowbird” population is at its highest in these Florida markets.