Wednesday, November 18, 2009
Scarborough Writes a Refreshing Headline for the Newspaper Industry: Three-Quarters of Adults are Reading Newspapers, in Print or Online
"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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