Surprise, new study shows that 48% of Americans who read news do so in a printed newspaper.
I am surprised reading this new report, especially when the market surveyed was in the United States.
First, the highlights of the report:
-Drawing upon its most current local-market survey data, the Nielsen Scarborough group showed audience estimates for nearly 200 printed newspapers and their Web sites, the results of which appear in “Newspaper Penetration Report (NPR).”
-Those in the survey includes urbanized areas with populations of 50,000 or more.
-While the print audience tends to be older, print readers are more likely to be college-educated and live in households with annual incomes of $100K or more.
–48% of those in the survey are print exclusive readers.
So, how about the rest? The other 52% was distributed as follows:
-7% Mobile Exclusive
-5% Web Exclusive
My take: It is, indeed, a multiplatform world, and it is obvious that 52% of those in the survey go to more than one platform to get their information.
It so happens that I read this report while in Panama, conducting a series of digital media workshops for La Prensa, the country’s leading, reference newspaper. And during the workshop I celebrated the status of printed newspapers in most of Latin America, where one still sees “fat” daily newspaper editions, complete with healthy Classified sections, tons of advertising, and the volume and look of newspapers in the US in the 80s and 90s.
I am sure that this is good news to many publishers, but I would still advise them to keep growing their digital business, training their journalists to write and to design for mobile platforms, and to give print its proper role.
Bravo for Marca’s front page
This is today’s front page of Marca, Spain’s sports newspaper. The headline on Page One reads: Today we can’t talk about sports.
The illustrations are of front pages from other newspapers reporting on the brutal terrorist attack that took place Thursday in Barcelona.
This two-day event, organized jointly by WAN-IFRA and the News Media Alliance (NMA), will provide a unique opportunity for North American news media executives to hear and discuss digital revenue strategy from the world’s most advanced media companies.
I will be one of the speakers for this conference in New York City.
I am honored to be on the jury for this WAN IFRA-sponsored competition.