NEWSPAPER STUDY AIMS TO MOVE BEYOND CIRCULATION METRICS

Tracks Readership for Top Market Newspapers and Web Sites

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NEW YORK (AdAge.com) -- The Newspaper Association of America has compiled the Newspaper Audience Database, or NADbase, as part of newspaper publishers’ growing efforts to place total readership on par with paid circulation statistics.



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audio bug Fall 2005 NADbase Report.pdf

Paid circulation, after all, continues to decline amid competition from free commuter papers, the expansion of local-news content online and changing media-consumption habits. The newspaper association’s own analysis of circulation figures released Nov. 7 that covered the six-month period ended Sept. 30, showed that average daily paid circulation had declined 2.6% from the same period a year earlier.

To make sure advertisers don’t evaluate newspapers on that figure alone, NADbase reports figures on gender, age, household income, reach, average weekday readership, cumulative readership over five weekdays, Sunday readership, readership over four consecutive Sundays.

The readership study also expands beyond print readers to count a newspaper’s Web site visitors. Newspapers own 11 of the top 25 online news and information Web sites and, locally, they provide the dominant information site in most of the top 75 markets. The study found nearly one third of the Internet population, 43 million users, visited newspaper Web sites in July, compared with 23 million for Yahoo News and CNN.com. Internet users also viewed 1.7 billion pages on newspaper Web sites during that same month. Of those who surf newspaper sites, 44% are younger than 34 and have household incomes greater than $50,000.

The study was based largely on telephone interviews conducted by Scarborough Research between February 2004 and March 2005. This first edition, the fall 2005 release, will be followed by updates every spring and fall.

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