Newspaper readership increases
with the readers' level of:
education, household income,
age, job responsibility,
and home value.
General Readership Statistics:
More than 80 percent of adults ages 18 to 70 regularly or occasionally refer to inserts in their newspaper.
Two out of three consumers say newspapers are their primary source of shopping information.
Newspapers are read by adults of all ages.
Freestanding inserts are viewed as second in popularity after the main news or front page of the newspaper.
Newspaper readership is very strong. According to Scarborough Research, 55 percent of American adults read a newspaper on an average weekday, and Sunday readership is 63 percent.
Sixty-five percent of women read the Sunday newspaper compared to 63 percent of men.
Forty-one percent of teens report reading inserts every Sunday.
Seventy-three percent of teens say that the Sunday newspaper is the most helpful medium when thinking about which products to buy.
of consumers that read the Sunday paper keep the inserts until
midweek to refer back to, respond or make a purchasing decision
Sixty-two percent of consumers rate newspapers as the most up-to-date shopping medium. Television and Internet tied for second at 14 percent.
Fifty-six percent of consumers feel that newspaper advertising is the most believable and trustworthy media choice followed by catalogs at 14 percent.
Sixty-two percent of consumers rate newspapers as most convenient as compared to 14 percent for television, 13 percent for catalogs and 10 percent for the Internet.
Newspapers are the most used medium to check out ads (63 percent). The Internet is second with nine percent and the radio is third at only seven percent.
Sixty-four percent of consumers report that newspapers are best for bringing sales and new information to their attention vs. 18 percent for TV and 10 percent for ads in the mail.
Sixty-five percent of consumers report spending the most time reading the newspaper vs. 12 percent for magazines and 11 percent for catalogs.
Hispanic Newspaper Readership:
Fifty-three percent of all U.S. Hispanics read a daily newspaper in the past week.
Hispanic daily newspaper readers are 11 percent more likely than the general population to rely on newspapers to keep them informed about new products.
Hispanic daily newspaper readers are six times more likely than the general population to believe advertising in the newspapers is more useful than other forms of media.
of adults read
once a week
of these readers
seek out the
Combined with newspaper coverage, newspapers' TMC shopper products provide you with the opportunity to reach virtually
of the households in your target market.
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