The Audit Bureau of Circulations Thursday released a readership profile report of the
Oregonian (Portland, Ore.), marketing the 500th U.S. newspaper to obtain a verified readership report from
the audit bureau. As a result, the bureau said two-thirds of all daily newspapers with a reported circulation of 50,000 or more and 81 percent of the largest daily newspapers now have ABC reader
profile reports. While newspaper ad deals are still negotiated largely off circulation reports, the reader profile reports have become an essential component of planning newspaper-advertising buys. --
J.M.
