




Newspapers Generating More Readers Per Copy
Contrary to conventional wisdom that newspaper print readership is sagging as news readers flock online, a study just released suggests printed newspapers may be becoming even more vital by one important metric: the degree to which they are passed along from one reader to another. The study, an analysis of readership and circulation data for 25 leading U.S. newspapers conducted by Scarborough Research and the Newspaper National Network, found that the number of readers-per-copy of a newspaper has actually been increasing, not decreasing in recent years. Specifically, the study found that over the past three years, the number of readers-
per-copy has risen 7.5%, to 3.30 adults in 2009 from 3.07 adults in 2007. The finding is significant for several reasons. One obviously is that it shows that the average copy of a newspaper is getting more mileage as it is passed from one reader to another. Another reason why it's significant, is that readers-per-copy is an important advertising metric, showing advertisers and agencies how much bang they got for each copy of a newspaper they paid for – and it's on the rise, not the decline. "Readers per copy is especially important as newspapers compete for their share of a brand's media budget, particularly among national advertisers," states Gary Meo, senior vice president, print and digital media services, Scarborough Research. "More people are reading each printed copy, further enhancing the value of the newspaper as an advertising medium, and increasing exposure for advertisers." Jason Klein, the president-CEO of the NNN says the finding also indicates that newspapers appear to be running their operations more efficiently, and are getting a higher return on their print operations by reaching more readers per single copy of their print editions, while at the same time, extending their reach via online readership.Source: Print Marketing Concepts, Inc
Newspaper Web sites continue to be the most used and valued sites for consumers seeking credible and trusthworth local content and advertising online, according to a new survey conducted by comScore for the Newspaper Association of America. Approximately 57% of the 3,050 respondents identified local newspaper Web sites as the top online source for local information - ahead of the totals for all other media. "This survey reinforces the national that consumers value and trust the premium-quality content found at newspaper Web sites as well as the advertising on those sites," said Randy Bennett, NAA's senior vice president of Business Development. Newspaper Web sites attracted a record 75 million visitors in January.Source: Newspaper Association of America, Feb. 24, 2010 www.naa.org