Women and men read their newspaper for different reasons… but they both read

Nearly 50 percent of men and 44 percent of women read a newspaper every day, according to a past study conducted by Susan H. Miller, Presstime Magazine, and a recent reevaluation by the Newspaper Association of America.

While women claim to have less discretionary time than men, they still lead men by eight-14 percentage points when asked about readership of the following subjects: news about their local community, news that helps them deal with community problems, investigation of important issues, and weather. Both men and women showed equal interest in world and national news, but women, more so than men, feel that newspapers do the best job of covering crime, sports scores, and entertainment.

According to the study, women continue to be the primary shoppers in most households. As a result, they expressed great interest in all forms of advertising. Women look first for advertising that makes finding the product(s) they want easier, help them save money, and provide an opportunity to comparison shop.

When asked what content they would like to see more of in their newspaper, women said they are interested in hearing about people who are making a difference in their community.

Not surprisingly, women lead men when it comes to Sunday newspaper readership by two percent. This is due to the greater amount of advertising in the Sunday edition of the newspaper.

Susan H. Miller, Presstime Magazine, started gathering information for this study in 1997. In 2006 the Newspaper Association of America revisited the study to provide current information and track the trends of women and newspaper readership.

Resources:
Presstime Magazine: Susan H. Miller Media Usage Study
Newspaper Association of America 2006

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