Its tracking of newsprint and online readership in 100 communities suggests that the end is not yet nigh.
Ths survey looks at local newspapers and discovers that whilst readership is slightly down on the previous survey of 2006 and
Readership among 18-24-year-olds in the general population continues to slowly decline; but the habit is fairly stable for 45-plus
More from the report:
1.People who read newspapers say they spend, on average, 27 minutes with them on weekdays, and 57 minutes on Sundays.
2.Readers continue to engage with the newspaper, on average, more than five days a week.
3.On average they complete 60 percent of the paper on weekdays and 62 percent on Sundays – again, stable habits.
4.The penetration of newspaper Web sites is still quite low in most communities, though it should be noted that we measured response only to the main site, not to related sites whose ownership consumers might not recognize.
Now can this be taken as a general hurrah for papers,probably not.I would take a guess that customer loyalty amongst these communities ranks fairly high compared to a UK sample.Furthermore like many other surveys it points to drops in the young generation reading and any product showing these trends would have to worry.
As one comment says
I think you have to post the methadology of your survey, because I see around me every day that people aren't reading the newspapers to which they are subcribing. I live in an upscale apartment project, and newspapers are left by the mailbox near my front door. These are papers bought by occupants, and I've noted in the last couple of years that they just sit there uncollected until the cleaning people come through and take them away
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