Surprise! Newspaper Readership Shows Uptick
in Top 100 Markets
MRI Reports Readership Growth of 2.5%
New York – Newspaper readership in the top 100 markets grew to 80.6 million, up from 78.7 million, a gain of 2.5%, based on the most recent Spring 2008 Mediamark Research & Intelligence (MRI) survey as compared to the prior year. MRI tracks daily newspaper readership in the top 100 markets for Newspaper National Network LP and reports the NNN 100 Daily Code.
While daily newspaper circulation in the top 100 markets has been in decline, there are several factors which can explain why readership has increased:
- Newspaper websites have shown consistent growth in unique visitors, and may be drawing in new or returning print readers.
- Publishers have cut marginal circulation, not core circulation. These copies went to less frequent readers.
- Secondary readership is up, as more newspaper readers are reading copies they did not purchase themselves.
- Free daily newspapers like Metro or am New York which are appealing to new newspaper readers.
This is the second survey in a row showing an increase in NNN 100 Daily newspaper readership, with the Fall 2007 survey up 1.8%. These are the first increases the measure has shown since it was created in Fall 2003. In addition, the median household income of newspaper readers grew 4.9%, to $64,861.
“In a challenging environment for newspaper publishers, the MRI results are welcome news,” said Jason E. Klein, President and CEO of Newspaper National Network LP. “Readership growth is good news for advertisers since it means more ad exposures,” he said.
NNN Top 100 Daily Readership
(000)
| MRI Study Date | NNN 100 Daily Readership | MRI Study Date | NNN 100 Daily Readership |
|---|---|---|---|
Fall 2003 |
85,254 |
Spring 2004 |
85,457 |
Fall 2004 |
84,836 |
Spring 2005 |
84,214 |
Fall 2005 |
83,593 |
Spring 2006 |
81,131 |
Fall 2006 |
79,117 |
Spring 2007 |
78,650 |
Fall 2007 |
80,530 |
Spring 2008 |
80,623 |
Median Household Income
| Code | Spring 2007 | Spring 2008 | Increase |
|---|---|---|---|
| NNN Top 100 | $61,848 | $64,861 | +$3,013, or 4.9% |
The NNN codes were first introduced in Fall 2003 to enable advertisers to more readily evaluate the broad reach provided by multi-market newspaper buys as compared with magazines.
The “NNN Top 100 Daily” code covers all daily newspapers in the top 100 DMAs, and delivers a readership of 80.6 million. The code supplements the “any daily newspaper” code with a benchmark that replicates a top 100 market buy that an advertiser can actually purchase through Newspaper National Network LP. The code may be accessed by any MRI client, and can be used to compare the reach, demographics, and purchasing behavior of an NNN newspaper buy versus a competitive media schedule.
About NNN
Established in 1994, Newspaper National Network LP is private partnership representing virtually all of the newspapers in the United States and the Newspaper Association of America. Its 24 newspaper company shareholders are: Tribune Co. (TRB), Advance Publications Inc., Gannett Co. Inc. (GCI), The New York Times Co. (NYT), The McClatchy Co. (MNI), Hearst Newspapers, MediaNews Group Inc, The Washington Post Co. (WPO) Philadelphia Media Holdings, Chicago Sun Times, Belo (BLC), Cox Newspapers, The Seattle Times Co., Minneapolis Star Tribune, Journal Sentinel Inc., The San Diego Union-Tribune, Freedom, Lee Enterprises (LEE), E.W. Scripps (SSP), The St. Petersburg Times, The Buffalo News, Media General Inc. (MEG) Pittsburg Post-Gazette, Omaha World-Herald.
Newspaper National Network LP is the primary nationwide sales and marketing network for newspapers, both print and digital, in most national categories of advertising including packaged goods, insurance, general merchandise, pharmaceutical and business products. As the "one-stop point of contact" with national advertisers, NNN is dedicated to strengthening brands, improving effectiveness, reducing costs, and improving advertiser return on investment from national newspaper media campaigns. NNN is headquartered in New York, with offices in Chicago, Los Angeles and San Francisco. More information about NNN can be found at www.nnnlp.com.