• Editor & Publisher, Tuesday, August 21, 2007 10:30 AM

According to a new data from Scarborough Research, the Des Moines Register is tops when it comes to newspaper market penetration for both daily and Sunday readership on a DMA basis.

The sheet tipped in at an impressive 42.8% penetration in its market, followed by the Richmond Times-Dispatch at 39.5% and the Honolulu Advertiser with 39.4%.

Rounding out the top five were the Post-Standard of Syracuse at 39.1% and the Buffalo News at 38.4%. The research firm also compiled a list of metro market readership, usually a smaller area than the DMA, and Michigan daily Flint Journal scored 54.0% of adults on a daily basis, while the Green Bay Press-Gazette was found to reach 73.5% of adults on Sunday.

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