Newspaper readership in the top 50 U.S. markets slipped a little in the fall 1999 Competitive Media Index of the Newspaper Association of America, Vienna, Va. The analysis of Scarborough Research data shows that 56.9% of adults in the top 50 markets read a newspaper daily and 66.9% read a Sunday paper. The spring CMI showed daily readership at 57.9% and Sunday at 67.8%. The NAA also found that online users, particularly online newspaper readers, remain strong consumers of print. The NAA's "Synergize for Success" report on online usage, to be published this fall, showed that among all Internet users in the top 50 markets, 61% read a daily newspaper in print and 74% read one on Sunday. Online newsreaders also showed strong print readership. Of consumers who looked at an online paper in the past six months, 67% also read a printed daily newspaper and 78% read the Sunday paper.
Copyright October 1999, Crain Communications Inc.