NEWSPAPERS REACH NEARLY THREE-IN-FOUR ADULT CONSUMERS WITH BUYING POWER EVERY WEEK
More than 71 percent of adults, or 165.6 million people, read a newspaper in print or online in the last week, according to the latest data from Scarborough Research. The company examined newspaper readership as part of its USA+ Study (Release 1, 2010), a survey of more than 210,000 adults that captures media patterns and other consumer behaviors of adults across the country.
?In addition, the latest data from Scarborough Research, which is considered a currency measurement in the media planning and buying community, indicates that newspapers continue to attract consumers with buying power, with 80 percent of adults in households earning $100,000 or more reading a newspaper in print or online each week.? ?”Newspaper companies continue to leverage aggressive new business models to reach a substantial majority of adult consumers across print and online platforms - - last week and every week,” said NAA President and CEO John F. Sturm. “And while the way readers access newspaper content continues to evolve, one thing has remained remarkably consistent: Dollar for dollar, newspapers offer unmatched value to advertisers by attracting a powerful consumer audience that no other medium can match.”? ?Newspaper Demographics Provide Maximum Value to Advertisers??The latest data from Scarborough Research indicates that newspapers continue to attract highly educated consumers who are ready to shop and spend. In an average week:
85 percent of adults who have done post-graduate work or who have advanced degrees read a print newspaper or visited a newspaper website
81 percent of women in a management or professional position with a household income of $100,000 a year or more read a newspaper in print or online; 73 percent read the print product
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