Newspapers reach three in four adults
More than 71 percent of adults, or 165.6 million people, read a newspaper in print or online in the last week.
In addition, 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.
The one thing that has remained remarkably consistent is that, dollar for dollar, newspapers offer unmatched value to advertisers by attracting a powerful consumer audience that no other medium can match.
In an average week:
* 85 percent of adults who have done post-graduate work or who have advanced degrees read a print newspaper or visited a newspaper website.
* 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.
* 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).
* 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.
All in all, consumers and advertisers profit daily simply by reading their newspaper!