Research Surprise: Readership Is on the Rise

By: Joe Strupp A readership study set to be released this week at the American Society of Newspaper Editors annual conference here is expected to indicate that overall readership is on the increase, but newspapers are still losing readers among those aged 25 and under.

"It's good news, bad news," said Peter Bhatia, outgoing ASNE president and executive editor of The Oregonian (Click for QuikCap) in Portland, after being briefed on the data Monday afternoon. "I'm thrilled there seems to be some progress. I doubt any of us are surprised that we have issues in getting youngsters to read newspapers."

Rick Rodriguez, executive editor of The Sacramento (Calif.) Bee and an ASNE board member, credited recent events for part of the upswing. "Older people are finding newspapers in these trying times," he said. "Younger people are always reading newspapers less, but now it is even more so with the other options for them to get news."

The study, slated for release on Wednesday, is the annual review from The Readership Institute and Media Management Center at Northwestern University. Details were unavailable Monday, but several editors said the data will show more adults are reading newspapers, while younger readers continue to decline.

"I think it is great news," said Martin Kaiser, editor of the Milwaukee Journal Sentinel and an ASNE director, commenting on the adult readership rise. "We've got to have people reading newspapers."

Editors who spoke with E&P at the conference Monday agreed that boosting and keeping readership remains the paramount issue for newspapers, especially in the aftermath of the Jayson Blair and Jack Kelley scandals and with competition from the Web, broadcast and niche publications.

"The whole issue of credibility still plays into this," Rodriguez said. "You cannot separate credibility and readership." He pointed out that papers have shown they can build readership in certain areas by beefing up coverage, changing design or adding features.

In the case of the Bee, Rodriguez said his paper has seen a sharp increase in both entertainment and business readership after boosting staff and newshole in those areas. "It was essentially content-driven," he said of the changes. "And readership went up substantially."

For the San Jose (Calif.) Mercury News, an increase in women readers came about after the paper added a style section, retooled its arts and entertainment offerings, and put more stories -- such as coverage of female hormone replacement therapy -- on Page One.

"Good for us for being willing to change," said David Yarnold, executive editor of the Mercury News. "I'm mildly surprised [at the overall readership rise] and encouraged because I didn't expect to see it."

Editors also cited diversity and tightened budgets as other key issues facing newsrooms during this year's conference. ASNE's annual newsroom diversity study also is due out on Tuesday.