• by Jack Loechner , Staff Writer @mp_research, May 8, 2008

Scarborough Research, released its annual Scarborough Newspaper Audience Ratings Report, a comprehensive compendium of the weekly print, weekly website and Integrated Newspaper Audience (combined print and online) ratings for 161 newspapers in 81 Top-Tier markets. As the release points out, "the report is a valuable desktop reference tool on newspaper ratings for those involved in the planning, buying or selling of local media."

Gary Meo, senior vice president, print and digital media services, Scarborough Research, offers the report with this footnote, “The publication of the… report underscores Scarborough’s commitment to promoting audience as an important and necessary metric in newspaper advertising, selling, planning, and buying.”

When studying the report, here are the ground rules:

Weekly Print Audience represents the percentage or number of adults within a local market who “read or looked into” the daily or Sunday edition of the newspaper within the past five weekdays or past Sunday. Weekly Website Audience represents the percentage or number of adults within a local market who visited a newspaper’s website(s) during the past seven days.

For your convenience, please download the PDF detailed report here.