Lee Survey Says Combined Readership on the Rise

By: Jennifer Saba Lee Enterprises saw an 18.5% increase in combined print and online readership in 2008 -- specifically among young adults, a new study found.

Lee commissioned Wilkerson & Associates to conduct a readership survey for properties in its 10 largest markets from 2007 to 2008.

For all adults, the combined reach of the group's print and online products grew from 66% in 2007 to 71% in 2008.

The reach of print newspapers among adults grew 6.5% in 2008. Lee's online sites reached 16% of adults in 2008 compared with 13% in 2007. Those adults who only read the newspaper?s Web site inched up from 5% in 2007 to 6% in 2008.

Wilkerson & Associates conducted more than 7,200 interviews in both years. The survey measured seven-day reach of newspapers and online sites from January to June in 2007 and 2008 and has an overall error margin of 1.2 percentage points.

"These findings show the opposite of what is often thought to be true," Suzanna Frank, vice president of audience at Lee, said in a statement. "More people of all ages are reading our printed newspapers as well as using our newspaper online sites."

Remarkably, Lee saw readership for its print product increase among adults 18-29 from 48% in 2007 to 55% this year. Online-only readership for this age group was up from 6% to 9% in 2008.

Combined readership for adults age 30-39 increased 7 percentage points to 74% in 2008, while readership for online only grew from 7% in 2007 to 10% in 2008.

For adults aged 40-59, combined reach of print and online rose 10 points to 74% in 2008. Online-only readership for the age group increased from 5% in 2007 to 6% in 2008.

Frank attributes the growth in readership to unique interactive content that is constantly refreshed throughout the day. "Our sites have become the first as well as best source for local news and information," she said. "Because of cross-promotion, users of our online sites have become more inclined to pick up a printed newspaper, where we provide greater context and perspective, as well as portability."

For more highlights of the study, go here.