Scarborough: 75% of American adults check the local paper

Although newspaper readership and advertising continues to dwindle, at least according to some reports, researchers with Scarborough say that newspaper readership is still strong. According to the recently released Integrated Newspaper Audience report, 74% of American adults read their newspaper, some online and some offline, but newspapers are being read.

by Kristina Knight

"While our data does show that print newspaper readership is slowly declining, it also illustrates that reports about the pending death of the newspaper industry are not supported by audience data," said Gary Meo, Scarborough Research's Senior Vice President of Print and Digital Media Services. "Given the fragmentation of media choices, printed newspapers are holding onto their audiences relatively well and this is refreshing news."

This report finds:

• 79% of 'white collar' employees read the newspaper either offline or online
• 82% of households with incomes of $100,000 or more read the paper (online or offline)
• 84% of college grads or advanced degree holders read the paper (online or offline)
• Reading the newspaper is habit for many adults

"For media buyers, analysts and others who evaluate the health of newspapers and the value of our medium's advertising, audience is a far more meaningful way to measure newspapers' ability to attract a growing audience across multiple platforms," said John F. Sturm, president and CEO of the Newspaper Association of America. "This important data from Scarborough Research also provides further evidence that newspapers reach a highly educated, affluent audience."

What this means for marketers is a potential change in the way ads are created and exhibited. Because higher-income families and consumers are most likely to read the newspaper, these publications could be a new source for luxury brands and marketers to create a foothold.

Tags: newspaper advertising, newspaper readership, newspapers, online newspapers, Scarborough Research