Editorial: New data shows power, impact of newspapers
The strength and impact of newspapers were once again reflected in new data from Scarborough Research provided through the Newspaper Association of America.
If you've heard that newspapers are not the force they once were, consider the following trends:
More than 101 million American adults read a print newspaper or e-edition or visit a newspaper website on an average weekday. More than 104 million do likewise on an average Sunday. Across the course of a typical week, 147 million adults read a newspaper in print form (62 percent).
When combined with those who read an e-edition or visit a newspaper website, the audience climbs to more than 160 million (68 percent). The new research shows that newspapers continue to attract an audience with upscale incomes and extensive education:
More than six in 10 of those with a high school education or less read a print newspaper or an e-edition or visit a newspaper website in an average week. That jumps to 71 percent for those with some college education, 75 percent for those with a four-year college degree, and more than 80 percent for those who have done any post-graduate work or have a graduate degree.
For those in households with incomes less than $50,000 per year, 61 percent read a print newspaper or an e-edition or visit a newspaper website in an average week. The percentage rises to 72 percent for those in households with annual incomes between $50,000 to $99,999, 76 percent for those in the $100,000-$249,999 range, and 78 percent for those with incomes of $250,000 or greater.
The data shatters a myth that young people don't read a newspaper. More than half (56 percent) of those in the 18-to-24 age group read a print newspaper or an e-edition or visit a newspaper website in an average week.
More facts about the newspaper media audience:
Nearly eight in 10 of those who have contributed to political organizations in the past year read a print newspaper or an e-edition or visit a newspaper website in an average week, as do 80 percent of those who contributed to arts or cultural organizations.
Seven in 10 small business owners and 74 percent of those employed in professional occupations read a print newspaper or an e-edition or visit a newspaper website in an average week.
These are exciting times for newspapers. The technology is taking us and our readers into new unchartered territory where credible information is delivered much more quickly and conveniently to an audience more hungry than ever for local news.
Despite the technological innovations, our main goal remains the same: To report the news, to tell stories - true and fair, funny and sad - that help people understand where their community has been and where it's headed.
ALEXANDRIA ECHO PRESS