By: Greg Mitchell S ome intriguing factoids emerge from the Newspaper Association of America's new "2004 Daily and Sunday Newspaper" readership report, but let's look at gender for a moment.
Some 51% of men, on average, read a daily paper; only 46% of women do. The split is more dramatic when considering younger readers, where the average weekday reach for males is 35.2% (18-24) and 42.2% (25-34) ? and for women just 29.8% (18-24) and 30.8% (25-34). There's an even wider gender gap at these ages in the 50 top metro areas.
Another snapshot: Newspapers regularly reach 52.4% of married people, and 47.6% of those divorced, separated or widowed ? but only 39.2% of the singles.
Geographically, the Northeast continues to take the readership honors, followed by the Midwest, West and South. There's an interesting twist in the area of race, however. While whites outpace blacks on daily readership (49.4% vs. 43.0%), on Sundays the papers reach more blacks (58.2%) than whites (56.9%).
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