Income has always played an important role in segmenting newspaper audiences. Readership increases steadily with higher earnings. Among adults with household incomes of $75,000+, readership stands at 57% on weekdays and 66% on Sundays vs the national average of 48% and 56% respectfully.
Slightly more than half of all men (51%) read an average issue of a daily newspaper, followed by 46% of women who read a daily newspaper. Higher percentages of both genders read a Sunday newspaper, with men at 56% and women at 57%.
60% of adults who graduated college or more read a weekday paper and 67% do so on Sundays. Five daily issues reach 78% of adults who graduated college or more. In general, people in occupations with more job responsibility also show stronger readership of newspapers. 56% of Executives, Managers, or Administrators read a daily newspaper, and 66% do so on Sundays.
Forty-nine percent of whites read a daily newspaper, compared to 43% of African-Americans, 37% of Asians, and 29% of adults of Spanish/Hispanic origin. On Sunday, the reach among racial/ethnic newspaper readers is 57%, 58%, 42%, and 39% respectively.