STUDY FINDS READERS WANT MANAGEABLE SUNDAY PAPER

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(July 23, 2001) -- Parade magazine unveiled results of its second-annual study on consumer views of Sunday newspapers at the Newspaper Association of America's Marketing Conference on Sunday.

The study, done in conjunction with Yankelovich and Harris Interactive, found that readers -- the majority of whom called the newspaper enjoyable and something they look forward to reading on Sundays -- would like their newspapers to be more manageable.

Seventy-four percent of readers would like to see stories kept to one page, 71% would like brief indexes to accompany each section, 55% would like to see summarized versions of news stories and 26% would like the newspaper to be smaller. A little over half (53%) have little to no interest in a customized newspaper, although 17% said they would be very interested. Seventy-three percent would like more focus on local people and events.

Sunday newspaper readers comprise 67% of the total U.S. population, according to the study. -- Ann Marie Kerwin

Copyright July 2001, Crain Communications Inc.

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