The percentage of daily print newspaper readers in the U.S. has fallen nearly 20% since 2001, according to research firm Scarborough. But that drop has not been spread evenly, with print readership remaining strong in some metropolitan areas.
In several cities rimming the Great Lakes and Northeast, the percentage of adults who claim to read a print newspaper daily hovered around 50% in 2012, compared with 35.7% nationwide, Scarborough found. The number is as low as 23% in locales across the South and Southwest.
Among the city's adults, 19% said they read the Post-Gazette, which is owned by Block Communications, and 12% indicated they read the Tribune-Review. About 9% said they read a newspaper website daily.
2. (TIE) ALBANY, N.Y.
The top newspaper, Hearst-owned Albany Times-Union, reached 17% of adults every day. The percentage of people who visited newspaper websites daily was 12%.
2. (TIE) HARTFORD/ NEW HAVEN,
Among adults, 17% picked up Tribune Co.'s Hartford Courant. The New York Times also made an impression, with 5% reading it daily. Newspaper websites captured 11% of adults daily.
The Cleveland Plain Dealer claimed the city's largest adult print readership, with 20% daily. Despite that, the Plain Dealer announced plans last week to scale back home delivery to three days a week. It will continue to publish in print every day. Ten percent of Cleveland adults read a newspaper website daily.
5. (TIE) BUFFALO, N.Y.; HONOLULU; NEW YORK; AND TOLEDO, OHIO
Among adults, 13% read the Atlanta Journal-Constitution, a Cox Enterprises publication. Newspaper websites are read by 11% of adults daily.
2. (TIE) HOUSTON
Hearst Corp.'s Houston Chronicle is the top read, with 18% of adults picking it up daily. 9% read a newspaper website.
2. SAN ANTONIO
Nineteen percent of adults in San Antonio read the Hearst-owned San Antonio Express-News. Eight percent read a newspaper website.
4. LAS VEGAS
In Las Vegas, 24% of adults read the Las Vegas Review-Journal, which is owned by Stephens Media. Eight percent read a newspaper website.
5. BAKERSFIELD, CALIF.
Twenty-two percent of adults in Bakersfield read the Bakersfield Californian, while 6% read a newspaper website daily.
As the role of programmatic buying and selling in digital advertising continues to grow, issues surrounding viewability and verification are moving to the forefront. This white paper looks at the current state of and future prospects for programmatic in a digital ad industry increasingly defined by viewability and verification. Brought to you by RhythmOne.Learn more