Iowa Paper Tops in its DMA

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By: Jennifer Saba

According to the latest Scarborough Research report ? which ranks newspaper penetration based on 50 of the largest designated market areas (DMAs) ? The Des Moines (Iowa) Register topped the list of newspapers that reach the most adults in its market for daily and Sunday readership. On Sunday, the Register grabs 56.1% of all adult readers.

Scarborough ran the report for metro areas as well. It’s a tighter focus area than a DMA, but more markets are included. On that list, which ranks 183 newspapers, The Flint (Mich.) Journal on an average day reaches the most adults in its market, with a coverage of 54%.

On Sunday, the Green Bay (Wis.) Press-Gazette slots first in market penetration. That paper reaches 73.5% of adults in Green Bay.

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