Exclusive: Top 10 Papers in Combined Print/Web ‘Uniques’

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By: Jennifer Saba

This spring marks the second appearance of the Audience FAX, the Audit Bureau of Circulations’ new initiative that looks at print and online readership, including a net combined audience number.

A total of 197 papers signed on to participate in the voluntary reporting for the Audience FAX for the period ending March 31, 2008. Of that total, 118 papers fall in the tier 1 market category and 79 papers fall in tier 2. For the September 2007 period, when ABC introduced Audience FAX, a total of 206 papers signed on — 112 in the tier 1 and 94 in tier 2.

E&P ranked the participating papers in the tier 1 designated market areas (DMAs) defined by Scarborough Research by net combined audience. The net combined audience (and online readership) is based on a past 30-day basis while print readership and print “percent reach is based on past seven days,” when it was measured. The combined audience is the number of adults who only read the print product or who only used the paper’s Web site (in the past 30 days) — in other words, unique users.

Below is a top 10 list of papers according to the size of the net combined audience provided by ABC. This is DMA only, not factoring in the national audience (where papers like The New York Times shine). The reason the separate print and Web numbers combined don’t equal the total is due to overlap (some visit both the print and Web editions).

Newspaper Name: Print readership — Print reach — Online readership — Net combined audience

TIER ONE

LOS ANGELES TIMES (DMA): 4,437,507 — 33.7 — 1,162,982 — 4,840,238

DAILY NEWS, NEW YORK (DMA): 4,506,335 — 28.6 — 632,010 — 4,728,027

CHICAGO TRIBUNE (DMA): 3,173,983 — 44.3 — 1,124,164 — 3,556,376

THE WASHINGTON POST (DMA): 2,817,883 — 61.3 — 1,335,318 — 3,110,987

CHICAGO SUN-TIMES (DMA): 2,393,304 — 33.4 — 612,278 — 2,649,703

THE ATLANTA JOURNAL-CONSTITUTION (DMA): 2,174,712 — 47.8 — 1,120,012 — 2,600,425

NEWSDAY (DMA): 2,299,698 — 14.6 — 662,749 — 2,569,662

HOUSTON CHRONICLE (DMA): 2,141,503 — 51.3 — 731,938 — 2,362,906

THE PHILADELPHIA INQUIRER (DMA): 2,086,490 — 34.9 — 514,565 — 2,291,511

DETROIT NEWS/FREE PRESS (DMA): 2,076,233 — 54.8 — 643,703 — 2,272,738

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