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Quick Facts About Newspaper Readership
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- Two-thirds (67%) of adults regularly check newspaper preprints and ROP ads*
- 9 in 10 (90%) of adults read newspaper preprints and ROP ads at least occasionally*
- Newspapers are the primary source of advertising and shopping information for 63% of consumers*
- Single copy buyers are NOT much different from subscribers in using newspaper preprints.
67% of subscribers regularly read inserts, as do 60% of single copy buyers*
- Readers check newspapers for shopping ideas, bargains and sales, as well as to comparison shop, and find coupons*
- Newspaper ads by nature exist within an editorial environment that ultimately encourages advertising readership*
- A substantial majority of consumers prefers preprints to be delivered with newspapers (63%)
rather than by direct mail (25%) and they tend to feel strongly about it*
- 52% of respondents use newspapers when they want to check advertising**
- 66% of adults had read a Sunday newspaper in the past four weeks prior to the survey**
- 63% of adults had read a Monday-Saturday edition of a daily paper in the 7days prior to the survey**
- 41% of adults think newspapers are more valuable in planning shopping as compared to 23% who prefer the Internet **
- 42% of adults over age 35 find newspapers to be more convenient to use than the Internet in finding coupons and offers**
- When identifying preferred methods for receiving advertising, newspapers lead direct mail in every age category**
- 36% of respondents 25-34 years of age prefer to receive advertising via newspapers. Direct mail is preferred
by 25% of the same age group. Newspaper preference expands with each successive age group after age 35 **
- 67% of newspaper readers in the top 50 markets have HHI of $150,000 plus***
- 150,074,000 people read daily newspapers***
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Sources:
* 2001 Newspapers Association of America National Report: Newspaper Advertising of ROP, Inserts and Coupons
**Newspaper Association of America Research “How America Shops and Spends 2006”
***Scarborough Research Top 50 Market Reports 1998 – 2005
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Newspapers in our network are their readers' publications of choice.
85% read these publications from cover-to-cover every issue!
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