Newspapers: Readers Per Copy Up

Newspapers

April 16, 2010 – A recent analysis of daily printed newspaper readership and circulation data for 25 leading U.S. newspapers conducted by Scarborough Research and Newspaper National Network LP (NNN) concludes that Readers Per Copy rates increased over the past three years by an average of 7.5%.
 

This conclusion rose from an in-depth analysis of readership and circulation data reported in, “Telling the Whole Story: Analysis Supports Readership as Key Metric for Planning and Buying Newspaper Advertising.”

Analysis found that in 2007, an average of 3.07 adults in the study read a copy of a printed daily newspaper, versus 3.30 adults in 2009. Higher rates of pass along readership indicate that an average unit of newspaper circulation is generating more readers.
 

Readers Per Copy is especially important as newspapers compete for their share of a brand’s media budget, particularly among national advertisers,” said Gary Meo, senior vice president, print and digital media services, Scarborough Research, “More people are reading each printed copy, further enhancing the value of the newspaper as an advertising medium, and increasing exposure for advertisers.”
 

• The study examined demographics of daily printed newspaper readers, finding that newspapers attract an affluent audience. In the Top 25 DMAs:

• The median household income for daily printed newspaper readers is $72,300, which is 12% higher than the overall median of $64,500.
• Daily printed newspaper readers are 16% more likely than all adults to be college graduates.
• Daily printed newspaper readers are 11% more likely than all adults to be home owners. 

• While readership and circulation are highly correlated and have been moving in the same direction over time, readership is decreasing at a slower rate than circulation.
   

• The readership metric facilitates apples to apples comparisons with other media, which rely on audience estimates.
   

“This analysis shows that readership is key for buying newspaper advertising, not only because it correlates with circulation, but because readership provides the qualitative dimension of the newspaper audience demographics, shopping and purchasing behavior, and lifestyles – that buyers need to make informed decisions.”

About:  All newspaper readership data is from Scarborough Local Market Studies for the six month periods ending July/August 2007, January/February 2008, July/August 2008, January/February 2009 and July/August 2009. All circulation data is from Audit Bureau of Circulations Publisher’s Statements, for the six month periods ending September 2007, March 2008, September 2008, March 2009 and September 2009. All demographic and consumer data is from Scarborough Research’s USA Study, Release 1 2009.
 

Sources:  MediaPost Media Daily News, Newspapers Generating More Readers Per Copy, April 16, 2010, and Scarborough Research news release, Readers Per Copy is Up at America’s Daily Newspapers, April 16, 2010.