Black and White and Read All Over Roanoke

By: Staff Reports

It can’t boast the most advertising linage. And it can’t claim the largest circulation. But The Roanoke (Va.) Times can say, with 2002 Scarborough Report numbers in hand, that it is No. 1 in the nation’s top 75 markets in terms of the percentage of total adults reading a newspaper on weekdays.

And, of course, the Times did just that Monday, in a news release that also pointed out the newspaper is No. 2 in the same markets in terms of the percentage of total adults reading a newspaper on Sunday.

Comparing readership percentages of 162 newspapers in 109 Metropolitan Statistical Areas (MSAs), the Times had the highest percentage of total adults, 62.8%, reading an average daily issue. This means 114,795 of 182,870 adults in the Roanoke metropolitan area read an average daily issue of the Times.

“Having the best readership in the country is, first and foremost, a wonderful testimonial to the excellence of our news report,” Times President and Publisher Wendy Zomparelli said in the release.

For the past six years, Scarborough Research, based in New York, has provided newspapers in the top 50 Designated Market Areas (DMAs) with a report by readership rank. The report has been expanded to include the top 75 DMAs, 109 MSAs, and the major newspapers within those areas. Scarborough, co-owned by Arbitron Inc. and E&P‘s parent VNU, began surveying the Roanoke market last year.

Owned by Landmark Communications Inc. in Norfolk, Va., The Roanoke Times has daily circulation of 100,160 and Sunday circulation of 112,397, according to the latest Audit Bureau of Circulations FAS-FAX report.

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