Magazine article Editor & Publisher

Readership on a Roll, Downhill

Magazine article Editor & Publisher

Readership on a Roll, Downhill

Article excerpt

Readership has dipped again, according to a Newspaper Association of America (NAA) analysis of the top 50 markets.

The NAA analysis, based on Scarborough Research market data, showed average daily newspaper readership decreased to 56.2% this spring from 56.9% last fall.

This marked the fifth consecutive newspaper dip in the NAA analysis, known as the Competitive Media Index. The analysis also showed that the average reach of a half-hour of prime-time TV dropped from 38.5% last fall to 37.8% currently, and the reach of an average quarter-hour of weekday morning drive-time radio decreased from 24.5% to 23.4%. The only increase was in the reach of an average half-hour of prime-time cable, which advanced from 11.3% to 12%.

The NAA noted that more than half of all adults in the top markets "continue to read a daily newspaper every day, and two-thirds read one each Sunday."

NAA President and CEO John F. Sturm said, "Newspapers are working diligently to rebuild frequency with their marginal readers. …

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