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Newspapers Reach Nearly Three-In-Four Adult Consumers With Buying Power Every Week

Arlington, Va. – 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:

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85 percent of adults who have done post-graduate work or who have advanced degrees read a print newspaper or visited a newspaper website

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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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Full-time working women who shop read newspapers in large numbers. A high percentage of those who bought at the following stores in the last 30 days read a newspaper in print or online last week: JC Penney (75 percent); Lord & Taylor (87 percent); Macy’s (77 percent); Nieman Marcus (76 percent); Nordstrom (78 percent); Kohl’s (76 percent); Target (75 percent); TJ Maxx (76 percent); Wal-Mart (74 percent)

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76 percent of adults who spent more than $500 on fine jewelry in the last year read a newspaper in print or online; 80 percent of adults who spent $500 or more on business clothing read a newspaper in print or online, the figure is 77 percent for those who spent more than $500 on women’s shoes

Scarborough Research (www.scarborough.com, [email protected]) measures the lifestyle and shopping patterns, media behaviors and demographics of American consumers, and is considered the authority on local market research. Scarborough’s core syndicated consumer insight studies in 77 Top‐Tier Markets, its Multi‐Market Study and its national USA+ Study are Media Rating Council (MRC) accredited. Other products and services include Scarborough Mid‐Tier Local Market Studies, Hispanic Studies and Custom Research Solutions. Scarborough measures 2,000 consumer categories and serves a broad client base that includes marketers, advertising agencies, print and electronic media (broadcast and cable television, radio stations), sports teams and leagues and out‐of‐home media companies. Surveying more than 210,000 adults annually, Scarborough is a joint venture between Arbitron Inc. (www.arbitron.com) and The Nielsen Company (www.nielsen.com).

NAA is a nonprofit organization representing nearly 2,000 newspapers and their multiplatform businesses in the U.S. and Canada. NAA members include daily newspapers, as well as non-dailies, other print publications and online products. Headquartered near Washington, D.C., in Arlington, Va., the Association focuses on the major issues that affect today’s newspaper industry: public policy/legal matters, advertising revenue growth and audience development across the medium’s broad portfolio of products and digital platforms. Information about NAA and the industry also may be found at www.naa.org.>


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