Keeping current with a medium’s primary audience is crucial to determining if it should be a part of your media platforms.
Recently, the Center for Media Research released the results of the latest Integrated Newspaper Audience finding from Scarborough Research. In the study, which consists of adults from the United States, it shows that 74% of them or approximately 171 million people have read a newspaper within the last week. These statistics include both print and/or online newspapers.
Experts do express that while the print newspaper readership is slowly declining, they believe that the printed newspapers are still able to maintain most of the audience. Some have commented that the reason for the decline of readership could be due to the fragmentation of media choices.
The study went on to conclude that those who are still reading print and/or online papers are educated and affluent. It was reported that 79% of those employed in white collar positions read some form of the newspaper, as do 82% of adults who have a household income of $100,000 or more, and as well, 84% of those who are college graduates or have advanced degrees.
The subject of circulation vs. readership was broached with the fact that they are two considerably different forms of measurement for the medium. While readership is the percentage of people who read the newspaper, circulation is the actual number of printed newspapers sold. John F. Sturm, who is the president and CEO of the Newspaper Association of America, advocates that “…audience is a far more meaningful way to measure newspapers’ ability to attract a growing audience across multiple platforms…”
While readership is a very important part to newspaper advertising, circulation must also be taken into consideration. Without a symbiotic relationship, it can not be successful.
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