Audit Reveals Stability in Newspaper Reach
Newspapers in the top US 50 markets are reaching nearly eight out of 10 adults (78.6 percent) over the course of a week (five weekdays plus a Sunday), according to the spring 2004 Competitive Media Index from the Newspaper Association of America based on Scarborough Research.
NAA President and CEO, John F. Sturm, said "Over the last six months, the economic outlook may have changed from week to week, but newspapers remained a constant for advertisers, delivering a steady reader base they have come to value."
NAA reports that more than half of all adults in the top 50 markets are reading a newspaper every weekday; 53.4 percent reported by the spring 2004 CMI, compared to 54.1 percent in the fall 2003. Each Sunday, 62.0 percent of adults in those markets read a newspaper, down slightly from 62.5 percent reported in the fall 2003 CMI.
"The good news is that each week newspapers in the top 50 markets reach 79 percent of adults, and more than half of adults on a daily basis," said Sturm.
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