Single-copy Buyers Interested in Classifieds

By: Lucia Moses

A new analysis of single-copy buyers suggests opportunities to attract them, and by extension young adults, via better service and promotion of content, according to Northwestern University’s Readership Institute.

Single-copy buyers placed more importance on ads, especially classifieds, as they ranked their local papers lower on service measures than did subscribers, according to the analysis based on the 2000 “Impact” study.

The analysts found that while single-copy buyers are lighter readers than are subscribers, they often view the paper more favorably — confirming that less-intense readership doesn’t reflect dissatisfaction with the paper.

The data came from mail and phone surveys of 37,000 consumers in 100 newspaper markets by the institute.

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