Newspaper Readership…more eyes, better results

Developing an effective marketing strategy means reaching the right target audience(s). Most media plans require that certain reach and frequency goals be met. As you compare and contrast media, take every reader into consideration. Just as media plans are built on television viewers and radio listeners, so should they be built on newspaper readers.

In most households more than one person reads the newspaper. Almost 54 percent of Iowans say that two people in their household read the newspaper and 11 percent say that three people in their household read the newspaper*. Many times, newspapers are then passed along to other readers. Over 15 percent of readers say they read a newspaper they’ve received from someone else…a family member, a neighbor or a friend.

Consider that nationally more than 54 million newspapers are sold on a daily basis, with an average of 2.4 readers per copy**. And on Sunday, more than 58 million newspapers are sold, with an average of 2.5 readers per copy. That’s a lot of reach for your message.

* Newton Research 2003
**Mediamark Research Inc., Spring 2004

This monthly newsletter is a service provided by Customized Newspaper Advertising. For more information on the newspaper advertising industry, please contact Chris Mudge, CNA Director at cmudge@cnaads.com.

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