Magazine article Editor & Publisher

Rochester, Washingtonpost.com Again Lead in Scarborough's 'Penetration' Ranking

Magazine article Editor & Publisher

Rochester, Washingtonpost.com Again Lead in Scarborough's 'Penetration' Ranking

Article excerpt

The Rochester Democrat and Chronicle once again tops the list as the newspaper with the largest weekly integrated newspaper audience when its print edition and Web site are taken into account. The Democrat and Chronicle reaches 81% of the Rochester, N.Y. designated market area (DMA) according to the latest data from Scarborough Research.

The firm today released its semi-annual Newspaper Penetration Report that covers the top 81 local markets from August 2007 through September 2008. Scarborough measures the weekly print, online and integrated newspaper audience.

In the latest report, Washingtonpost.com reaches the most people in its DMA at 23% and the Rochester Democrat and Chronicle takes it for print at 80%.

Little has changed since Scarborough last released this report in July (which measured data from February 2007 to March 2008). The Rochester Democrat and Chronicle had the No. 1 integrated newspaper audience with a reach of 81%. The Washingtonpost.com topped the list for a Web site that penetrated the market with 22%. The Rochester Democrat and Chronicle dominated weekly print with a reach of 80%.

Scarborough defines the weekly print audience as the percent of adults in a DMA who read or looked into the paper during the past five days or Sunday. …

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