Exclusive: Top Newspapers in Web/Print Penetration

By: Jennifer Saba

The Rochester Democrat and Chronicle in New York has the largest market reach when taking into account its print and online readership, according to new data from Scarborough Research. The Democrat and Chronicle reaches 81% of its designated market area (DMA).

The Newspaper Penetration Report from Scarborough covers local market data collected from February 2007 through March 2008 and tracks newspapers’ print, Web site and integrated audience in 81 markets.

The integrated newspaper audience is the weekly net unduplicated audience of the print newspaper and its Web site.

Following the Democrat and Chronicle’s integrated audience lead are Gannett Wisconsin Newspapers at 77%; the Des Moines (Iowa) Register at 70%; The Post-Standard in Syracuse, N.Y. at 68%; and The Buffalo (N.Y.) News at 67%.

The Democrat and Chronicle tops the list with the most print penetration for its DMA at 80% while the Washingtonpost.com is the newspaper Web site with the most market reach with 22%.

Gary Meo, Scarborough’s senior vice president of print and Internet, said that the newspapers with a high integrated audience reach “have tremendous print penetration which is driving them to the top.”

The top five newspapers for integrated audience reach are mostly located in cold weather cities in the North East with relatively small DMAs, he noted.

Meo said that penetration for all newspapers seems to be holding steady now since Scarborough started tracking newspaper Web sites. “They are developing audiences online,” he said.

Below are the lists for the top five newspapers in print, online, and integrated audience reach by DMA.

WEEKLY PRINT AUDIENCE: Percent of adults who read the print paper during the past five weekdays or Sunday

Rochester Democrat and Chronicle: 80%
Gannett Wisconsin Newspapers*: 74%
The Des Moines Register: 68%
The Post-Standard: 67%
The Buffalo News: 65%

WEEKLY WEB SITE AUDIENCE: Percent of adults who visited a newspaper’s Web site during the past week

Washingtonpost.com: 22%
Austin360.com/Statesman.com: 20%
MySanAntonio.com/Express-News.com/KENS5.com: 18%
SingOnSanDiego.com/UnionTrib.com: 18%
AJC.com/AccessAtlanta.com: 18%


Rochester Democrat and Chronicle/DemocratandChronicle.com: 81%
Gannett Wisconsin Newspapers*: 77%
The Des Moines Register/DesMoinesRegister.com: 70%
The Post-Standard/ Syracuse.com: 68%
The Buffalo News/BuffaloNews.com: 67%

*Includes Appleton Post-Crescent, Fond Du Lac Reporter, Green Bay Press-Gazette, Manitowoc Herald Times Reporter, Oshkosh Northwestern

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