New
England Newspaper
Readership Demographics
9
out of 10 New Englanders read a newspaper during
an average week
|
AGE
|
% of Market
|
Newspaper Reach
|
|
18-24
|
9%
|
85%
|
|
25-34
|
9%
|
85%
|
|
35-44
|
19%
|
93%
|
|
45-54
|
21%
|
91%
|
|
55-64
|
16%
|
94%
|
|
65 and older
|
16%
|
93%
|
Average
New England
Newspaper Reader:
- 67%
have some college or a degree
- 71%
are homeowners
- Average
household income of $67,200 (15% higher than national average)
- 87%
are registered voters
- Average
age is 47 years old
News
and Advertising Sources
| |
Best News
Coverage About Where You Live |
Most
Believable
Advertising |
Best Info
Where
to Shop |
Info About
Items for Sale
& Prices |
Best Ideas
on
Places to Go
&
Things to Do
|
|
Newspapers
|
61%
|
62%
|
64%
|
69%
|
76%
|
|
Television
|
32% |
24% |
12% |
6% |
6% |
|
Radio
|
5%
|
8%
|
4%
|
1%
|
4%
|
|
Internet
|
2%
|
6%
|
21%
|
24%
|
15%
|
Main
Source for Information
| |
Local
Shopping
Information
|
Local News &
Information |
State
News |
Local & State Political
/Election News |
|
Newspapers
|
76%
|
54%
|
49%
|
41%
|
|
Cable
TV
|
4%
|
25%
|
30%
|
29%
|
|
Network
TV
|
2%
|
11%
|
11%
|
14%
|
|
Internet
|
8%
|
2%
|
3%
|
7%
|
|
Radio
|
1%
|
7%
|
6%
|
5%
|
|
Other/Don’t Know
|
9%
|
1%
|
1%
|
3%
|
New Englanders vs. National Average – Daily & Sunday
Newspapers
62% of
New Englanders on average read a paper daily compared to national
average of 53%
71% on average read a Sunday paper compared to national average of
61%
Weekly
Newspaper Readership
74% of
New Englanders read weekly newspapers
Average number of weeklies read per reader: 1.65
Average number of days the issue remains in home: 3.6 days
Average number of adults reading each copy: 1.8
Consumer
Behavior (in the past 12 months)
| |
% Who Purchased
|
%
Who Read Newspapers
|
|
Groceries
|
99%
|
81%
|
|
Hardware/Home Improvement & Building
Supplies
|
68%
|
82%
|
|
Home Electronics
|
53%
|
85%
|
|
State Lottery Tickets
|
49%
|
84%
|
|
Furniture
|
33%
|
79%
|
|
Major Appliance
|
30%
|
82%
|
|
New Car, Truck, Van, SUV
|
21%
|
84%
|
|
Used Car, Truck, Van, SUV
|
19%
|
83%
|
|
New Long Distance Service
|
18%
|
79%
|
|
New or Different Home
|
9%
|
81%
|
75% of New Englanders take a vacation or pleasure trip in
New England
,
with an average of more than 3.5 trips a year
96% of vacationers read a daily or weekly newspaper
63% of adults first turn to newspapers when looking for jobs or
employment opportunities
78% of adults first turn to newspapers when looking for
entertainment information
Advertising
Use
For
source of shopping information (Very or Somewhat Useful)
Ads Printed in Newspapers: 85%
Ad Inserts in Newspapers: 84%
Classified Ads in Newspapers: 68%
TV Commercials: 61%
Radio Commercials: 60%
Ads in Yellow Pages: 57%
Ads Mailed to Your Home: 53%
Ads on Internet: 29%
Of those consumers who have made a purchase during an average week
as a result of advertising they saw or heard: 77% saw this ad in a
newspaper
Advertising
Competitors
TV
Commercials: 74% of adults change the channel or lower the sound
when a commercial comes on. Another
4% say they simply don’t pay attention to commercials.
Radio Commercials: 47%
of adults change the station or lower the sound when a commercial
comes on. Another 4%
don’t listen to radio.
Preferred Choice Among Insert Users:
In
a newspaper: 68%
In
the mail: 20%
In a shopper: 12%
Voting
Patterns
87% of
adults say they registered to vote
96% of registered voters read newspapers
58% say they voted in most recent local and state election
70% of voters cite newspapers as top source for information on
voting in local and state elections
(Findings
from research study conducted by American Opinion Research of
Princeton, NJ - 2004)
NEPA
Promoting Growth and Excellence in New England
Newspapers
|