NAA previews media usage research

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Preliminary results of a new media usage study released at ther Newspaper Association of America annual meeting in Chicago showed that Sunday newspapers were surpassed only by local and talk radio when survey respondents were asked what medium they would miss most if it wre no longer available. The research involved a telephone survey of 3,000 adults and was sponsored by NAA and the American Society of Newspaper Editors. The study also found that local weekday newspapers reach approximately six of 10 adults (59%) on an average weekday while local TV news reaches seven of 10 adults on an average weekday. On Sunday, local newspapers reach about 7 of 10 adults (67%). One in 10 (9%) use the internet or an online service for news or other information while half (51%) listen to news on the radio.

Copyright April 1997, Crain Communications Inc.

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