Wednesday, November 18, 2009

Scarborough Writes a Refreshing Headline for the Newspaper Industry: Three-Quarters of Adults are Reading Newspapers, in Print or Online

NEW YORK, Nov. 17 /PRNewswire/ -- Three-quarters (74%) of U.S. 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 (INA)* 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 U.S. on a daily and weekly basis.

"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."

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

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