The research statistics continue to impress, reinforcing what we always knew - that newspapers remain a trusted source for households coast to coast. Astonishingly powerful numbers resulting from a one week evaluation period:
- The latest data from Scarborough Research indicates that newspapers continue to attract highly educated consumers who are ready to shop and spend. In an average week:
- 85 percent of adults who have done post-graduate work or who have advanced degrees read a print newspaper or visited a newspaper website.
- 81 percent of women in a management or professional position with a household income of $100,000 a year or more read a newspaper in print or online; 73 percent read the print product
- Full-time working women who shop, read newspapers in large numbers. A high percentage of those who bought at the following stores in the last 30 days read a newspaper in print or online last week: JC Penney (75 percent); Lord & Taylor (87 percent); Macy’s (77 percent); Nieman Marcus (76 percent); Nordstrom (78 percent); Kohl’s (76 percent); Target (75 percent); TJ Maxx (76 percent); Wal-Mart (74 percent)
- 76 percent of adults who spent more than $500 on fine jewelry in the last year read a newspaper in print or online; 80 percent of adults who spent $500 or more on business clothing read a newspaper in print or online, the figure is 77 percent for those who spent more than $500 on women’s shoes
