By: Michael Sebastian | AdAge
The percentage of daily print newspaper readers in the U.S. has fallen nearly 20% since 2001, according to research firm Scarborough. But that drop has not been spread evenly, with print readership remaining strong in some metropolitan areas.
In several cities rimming the Great Lakes and Northeast, the percentage of adults who claim to read a print newspaper daily hovered around 50% in 2012, compared with 35.7% nationwide, Scarborough found.
For more information about ways to look at newspaper readership, follow this link: http://dialog.scarborough.com/index.php/measuring-american-newspaper-readership/
More information on newspaper readership
The Las Vegas Review-Journal also has a much higher reach, based on the same Scarborough report, than what is reported here. We reach a net of 50.7% of all adults in our DMA through print and digital combined. I couldn’t agree more with Ms. Glennon’s statement that this article is an unfortunate and incomplete picture of the strength of our industry’s audience. Media is not traditionally measured in a snapshot of one singular day. Television, Radio and Multimedia companies such as ours always utilize a combined, unduplicated audience as the primary measurement tool. Just as most readers don’t read a single edition, most advertisers don’t just place one ad. It’s the total reach that counts. Further, the Review-Journal still owns a very healthy audience of 43.6% of adults within our DMA who read just the print edition of our newspaper in the past 7 days. That’s a number that stacks up well against many of the top metro newspapers. Respectfully, Chris Trares Advertising Director Las Vegas Review-Journal
Complete readership picture?
It is important to note that average-issue daily readership is just one component of a newspaper’s audience. There are also Sunday print editions, e-editions, websites, mobile apps, branded editions and more. When you account for these additional audiences, the market rankings change.
There’s more audience to account for