Newspapers: Audience Research

Newsweek Media Research Index

Newspapers: Audience Research

1961 - AUDITS & SURVEYS FOR THE NEWSPAPER ADVERTISING BUREAU - THE DAILY NEWSPAPER AND ITS READING PUBLIC.

National study of newspaper reading among persons 15 and over. based on sample of over 4,800 interviews. Study reported newspaper readership on average weekday by 80% of adults 21 and over, and by 72% of teens 15-20 years of age.

1962 - CANADIAN FACTS LIMITED, FOR THE CANADIAN DAILY NEWSPAPER PUBLISHERS ASSOCIATION - REPORT OF A STUDY OF THE DAILY NEWSPAPER IN CANADA AND ITS READING PUBLIC.

Study concerning newspaper reading and the place of newspapers in the lives of Canadians. Updated in 1975.

1955/67 - W.R. SIMMONS FOR THE NEW YORK NEWS - THE PROFILE OF THE MILLIONS

Landmark series of five newspaper audience studies for the New York market. From 1962, reports also provided television audience data including station-break estimates.

1972 - NEWSPAPER ADVERTISING BUREAU - A NATIONAL STUDY OF THE CONTENT AND READERSHIP OF THE AMERICAN NEWSPAPER

Reports on demographics, readership characteristics and reach of the average daily newspaper.

1973 - AUDITS & SURVEYS FOR NEWSPAPER ADVERTISING BUREAU - QUANTITATIVE AND QUALITATIVE ASPECTS OF DAILY NEWSPAPER READING

An investigation of who reads the daily paper and how the paper is read. Data reported include demographics, page openings, ad exposure, duplication and time spent reading.

1975 - CANADIAN FACTS LIMITED, FOR THE CANADIAN DAILY NEWSPAPER PUBLISHERS ASSOCIATION - REPORT OF A STUDY OF THE DAILY NEWSPAPER IN CANADA AND ITS READING PUBLIC.

Update of a 1962 study concerning newspaper reading and the place of newspapers in the lives of Canadians.

1981 - SCARBOROUGH FOR AMALGAMATED PUBLISHERS, INC. BLACK NEWSPAPER AUDIENCE READERSHIP

Readership of API newspapers among blacks in API markets, reported by demographics and product use. Based on 692 telephone interviews. Audience estimates reported are net accumulated people who read one or more API newspaper issues in the past seven days in the total API circulation area. Estimates for individual papers are not reported.

1981 - LEO BOGART, NEWSPAPER ADVERTISING BUREAU - PRESS AND PUBLIC: WHO READS WHAT, WHEN WHERE AND WHY IN AMERICAN NEWSPAPERS - LAWRENCE ERLBAUM ASSOCIATES

Comprehensive book concerning current challenges to the newspaper medium; the audience for newspapers; audience reading preferences and behavior; evolution of reading habits among children and young adults; the relationship of newspapers and television. Cites major newspaper studies, including many conducted as part of the Newspaper Readership Project, sponsored by the newspaper industry (See 1977/1982 Newspaper Readership Project listing).

1980 - KENNETH R. WHITE CHRIS T. ANZALONE, AND DONALD BARBOUR - THE EFFECTIVENESS OF SHOPPER GUIDES, JAR, APRIL 1980

Study to determine the advantages of advertising in free shoppers. Based on over 2,000 personal interviews in Florida and Tennessee. Findings: shoppers are read more and used more in areas where penetration of a major daily newspaper is low; readers and nonreaders of shoppers are not demographically different; on average, only 6% of those who received a shopper discarded it without looking at it.

1977/1982 - NEWSPAPER READERSHIP PROJECT SPONSORED BY THE NEWSPAPER INDUSTRY

A program of research studies, conducted by various research companies, to evaluate newspaper readership behavior and audience perceptions in the context of the changing media environment. Over 30 reports from this project are available from the Newspaper Advertising Bureau, for example: (1) 1977 How The Public Gets Its News (see listing in the Intermedia Research Section); (2) 1978, The Audience of Newspaper Advertising: Interest in Advertising and Shopping Behavior; (3) 1980 Children and Newspapers; (4) 1980 Older Adults, Older Readers: What We Know and Need to Find Out; (5) 1982, Weekday Reading Patterns: A Two-Market Study; (6) 1982, Teenage Newspaper Readership.

1983 - NEWSPAPER ADVERTISING BUREAU - THE READERSHIP OF NEWSPAPER PAGES AND SECTIONS: DEMOGRAPHIC SEGMENTS

Readership estimates for ten sections of the daily newspaper (Business, Entertainment, Comics, Editorial Page, etc.), reported for men and women by major demographics. Based on 1983 SMRB syndicated data from the Study of Media and Markets.

1983 - SCARBOROUGH FOR METRO SUNDAY COMICS - SUNDAY COMICS READERSHIP

National personal interview study among adults and children 10-17 years of age, concerning readership of Sunday comics and attitudes towards comics. Includes audience estimates for comics in aggregate and for individual comics.

1978/1983 - SCARBOROUGH - NON-SYNDICATED NEWSPAPER AUDIENCE STUDY IN SIX MARKETS

Newspaper audience reports for Austin, Atlanta, Baltimore, Cleveland, Phoenix and San Francisco. Reported by demographics and product use/shopping behavior. Some intermedia behavior.

1984 - RANDOLPH S. BROWN, SMRB - TELEPHONE VS. PERSONAL INTERVIEWING: EFFECTS ON MEDIA RESEARCH - FROM 1984 ARF RESEARCH QUALITY WORKSHOP

Report of test comparing newspaper audience estimates obtained by telephone interviews vs. personal interviews with the same sample. The "progressive step" questioning method was used in both interviews to obtain yesterday reading. Study found that the telephone interviews resulted in higher audience levels overall, particularly among less educated and less affluent respondents.

1984 - NEWSPAPER ADVERTISING BUREAU - KEY FACTS ABOUT NEWSPAPERS AND ADVERTISING

Compilation of information about newspapers, including audience estimates, reach and frequency data, and reader attitudes/perceptions. From various studies conducted by the NAB and from syndicated sources.

1984 - SMRB FOR MARVEL COMICS GROUP - CHARACTERISTICS AND ADVERTISING RESPONSIVENESS OF THE MARVEL COMICS PRIMARY AUDIENCE

Audience study for Marvel comic books among persons age six to 18. Also tested the effect of one, two or three ad exposures on ad recall for eight test ads in Marvel comics. Conducted by insert questionnaire and telephone interviews. Study found recall increased as number of ad exposures increased.

1988 - NEWSPAPER ADVERTISING BUREAU - THE 1988 DAILY AND SUNDAY NEWSPAPER AUDIENCE, MAJOR DEMOGRAPHIC SEGMENTS

Based on special tabulation of MRI data, Spring 1988, this report provides 1-issue, 2-issue and 5-issue audience estimates for newspapers in the total U.S., and in the top 100 and top 50 ADIs and MSAs. Reported for total adults, men and women, and major demographic breaks.

1990 - CANADIAN FACTS FOR NEWSPAPER MARKETING BUREAU, CANADA - NADBANK

Major Canadian newspaper audience study conducted by telephone January-July 1990 among adults in 32 markets across Canada. Based on 24,000 completed interviews; overall response rates was 61%. The survey used a random digit dial sample of households, one person per household selected for interview. The data base provides average issue audience and cume estimates for individual newspapers and reach and frequency estimates in each of the measured markets, by demographic and product use segments. Measures of time spent using television, VCRs and radio were also obtained. The first NADbank study was conducted in 1984, and then in 1986 and 1988, by telephone and mail; future studies will be annual, by telephone, 12,000 interviews per year, with reports based on two-year data bases.

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