The report examined print and online readership and was conducted as part of the Scarborough USA+ Study, which captures media patterns and other consumer behaviors across the country.
Scarborough said the data indicates that newspapers are still read in print or online by a critical mass of U.S. adults 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'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:
•79 percent of adults employed in white collar positions read a newspaper in print or online.
•82 percent of adults with household incomes of $100,000 or more read a printed newspaper in print or online.
•84 percent of adults who are college graduates or who have advanced degrees read a printed newspaper in print or online.
Article published by News&Tech: The premier resource for insight, analysis and technology integration in newspaper, digital and hybrid production. www.NewsAndTech.com.
