Newspapers

Nov. 17, 2009 -- Three-quarters (74%) of US adults, or nearly 171 million people, read a newspaper -- in print or online -- during the past week. This is according to the latest Integrated Newspaper Audience finding from Scarborough Research, the audience ratings measurement service for the newspaper industry. The company examined newspaper readership in its recently released Scarborough USA+ Study, which captures media patterns and other consumer behaviors of adults across the country. The data analysis indicates that newspapers are still read in print or online by a critical mass of adults in the US on a daily and weekly basis.

The analysis of Scarborough audience data not only indicates that newspapers are being read by a majority of adults in print and online, but that newspapers continue to attract educated, affluent readers. In an average week:

• 79% of adults employed in white collar positions read a newspaper in print or online

• 82% of adults with household incomes of $100,000 or more read a printed newspaper in print or online

• 84% of adults who are college graduates or who have advanced degrees read a printed newspaper in print or online.

The Scarborough Report, accredited by the Media Rating Council (MRC), is unique in that it measures audience -- the percentage or number of adults who actually read the newspaper -- as opposed to the Audit Bureau of Circulations (ABC) report which measures the number of printed newspaper copies sold.  A recent report from the ABC reported significant declines in weekday and Sunday printed newspaper circulation,  The latest Scarborough data shows that while there have been declines in printed newspaper readership, these have not been as severe as those reported in circulation.

"While our data does show that print newspaper readership is slowly declining, it also illustrates that reports about the pending death of the newspaper industry are not supported by audience data," said Gary Meo, Scarborough Research's Senior Vice President of Print and Digital Media Services. "Given the fragmentation of media choices, printed newspapers are holding onto their audiences relatively well and this is refreshing news."

Sources:  MediaDailyNews, Scarborough: Most Americans Still Read Newspapers, November 17, 2009, and PR Newswire, Scarborough Writes a Refreshing Headline for the Newspaper Industry: Three-Quarters of Adults are Reading Newspapers, in Print or Online, November 17, 2009.