A new analysis of the most recent newspaper audience reports suggests a surprising split in reading habits. Digital audience continues to grow. Mobile audience is growing quickly. Mobile-only audience, though much smaller, has grown to 7 million.
Yet more than half of newspaper audience — 54 percent as measured by Scarborough research in 150 large markets — still read their local paper’s news report only in print.
There is an important qualifier to that finding. The 54 percent may consume a substantial amount of national news on various digital platforms, but even with the growth of print + digital access subscriptions, they do not visit their hometown paper’s website.
John Murray, the Newspaper Association of America’s vice president of audience development, generated a number of other headline findings in his analysis published on the NAA site (members-only) earlier this month:
- Total daily circulation was up 3 percent year-to-year and Sunday circulation 1.6 percent among 541 daily papers reporting results to the Association of Audited Media (AAM) for the six-month periods ending Sept.