As titans of the newspaper industry gather in San Diego for their Annual Convention April 5-7, recently released numbers from Scarborough Research attempt to change the conversation about that ailing media sector from “circulation” to “integrated audience.”
As Scarborough defines the term, “Integrated Newspaper Audience" or INA for short, is "the percentage of adults in the market who have read the printed newspaper or visited the newspaper’s website(s), or did both during the past seven days.” Using this expanded definition, according to Scarborough, newspapers remain an entrenched mass medium, perhaps one of the last remaining in a vanishing breed.
In a release quietly slipped onto the Scarborough Website March 26, and not even trumpeted by the Newspaper Association of America, which is hosting the San Diego conclave, Scarborough claims that all 81 of its measured DMAs show an INA of 75 percent or higher. Toping the list of newspaper reading towns is Rochester, NY, anchored by a Gannett-owned newspaper the Democrat and Chronicle, with 87 percent penetration. Following closely behind were Cleveland, Ohio (Advance Publications and Advance Internet's The Plain Dealer and Cleveland.com) and Buffalo, NY (Warren E. Buffet: The Buffalo News), each with 86 percent.
It must be said that all three towns also boast vibrant, free “city papers,” and that Scarborough doesn’t define “newspaper” by any circulation category (i.e. dailies, paid or unpaid.) But news release also is confusing on this point: while it states,”In the 81 local markets measured by Scarborough, 75 percent of adults read the newspaper weekly in print or online,” the ranked list provided of "Top Local Markets for Integrated Newspaper Audience (by) DMA® %" only lists 43 that appear to achieve this level or better. Compounding the confusion is the fact that many of those leading markets on this list, such as El Paso for example, fall out of the nation’s top 81 markets. While these designations change with population shifts, El Paso is currently considered DMA number 99.
The point the venerable researcher wants to drive home, howver, is crystal clear. Gary Meo, Scarborough's SVP of print and digital media, is quoted as saying, “This (sic) data begs the question: is the constant negative news feed on the industry warranted when newspapers are actually being read by three-fourths of the adult population? When you look at audience data, it seems irrational that advertisers are leaving newspapers because the numbers speak for themselves.” Meo added that, although readership rates vary market to market, “If you are an advertiser seeking to reach a large, upscale audience, newspapers are among the most effective media for doing so.”
There's no question that digital is driving the discussion here. Advance material on the publisher’s conference says programming “will focus on innovation and ideas that promote audience and revenue growth through digital and emerging platforms.” The gathering’s featured keynote will be delivered by Google CEO Eric Schmidt Tuesday, April 7 at 10 a.m. PST. Live audio streaming will be provided, and virtual attendees can even log on to ask questions live via the NAA’s blog site.
For background, Scarborough’s core methodology uses “continuous measurement” over the course of 48 weeks of the year with results reported twice annually. Adults are first contacted via randomly dialed telephone interview whereby media habits are detailed in a 16-minute interview, then given a mailed, self-administered consumer survey booklet and seven-day television diary. More than 220,000 adults ages 18 and older are interviewed across the U.S. with in-depth coverage of the nation’s top 81 designated market areas or DMAs.
While the research giant employs all the means at its disposal to ensure representative diversity in these DMAs, the fact that the process begins via randomly dialed land line phone numbers does concern some researchers who worry that missing a younger, cellphone-only audience entirely could skew their projections.
Also, in case you’re wondering, San Diego falls toward the bottom of Scarborough’s list of INA leaders at 67 percent penetration.
Here’s the full list from Scarborough’s Web site:
Scarborough Local Market Ranking: Top Local Markets for Integrated Newspaper Audience DMA® %
Rochester, NY 87%
Cleveland/Akron, OH 86%
Buffalo, NY 86%
Pittsburgh, PA 85%
Syracuse, NY 85%
Boston, MA 85%
Hartford/New Haven, CT 85%
Albany/Schenectady/Troy, NY 85%
New York, NY 84%
Wilkes-Barre/Scranton, PA 84%
Harrisburg/Lancaster/Lebanon/York, PA 84%
Providence/New Bedford, RI 83%
Milwaukee, WI 83%
Tampa/St.Petersburg, FL 83%
Toledo, OH 83%
West Palm Beach/Fort Pierce, FL 83%
Honolulu, HI 82%
Green Bay/Appleton, WI 82%
Philadelphia, PA 82%
Dayton, OH 81%
Grand Rapids/Kalamazoo/Battle Creek, MI 80%
Des Moines/Ames, IA 80%
Flint/Saginaw/Bay City, MI 80%
Indianapolis, IN 80%
Washington, D.C. 80%
New Orleans, LA 79%
Chicago, IL 79%
Orlando/Daytona Beach/
Melbourne, FL 78%
Baltimore, MD 77%
Columbus, OH 77%
Minneapolis/St. Paul, MN 77%
Portland, OR 77%
Fort Myers/Naples, FL 77%
Norfolk/Portsmouth/Newport News, VA 77%
San Francisco/Oakland/San Jose, CA 76%
Mobile/Pensacola, FL 76%
Seattle/Tacoma, WA 76%
El Paso, TX 76%
Birmingham, AL 75%
Wichita/Hutchinson, KS 75%
Cincinnati, OH 75%
Colorado Springs/Pueblo, CO 75%
Louisville, KY 75%
Little Rock/Pine Bluff, AR 74%
Greensboro/High Point/ Winston-Salem, NC 74%
Roanoke/Lynchburg, VA 74%
Sacramento/Stockton/Modesto, CA 74%
Richmond/Petersburg, VA 73%
Detroit, MI 73%
Greenville/Spartanburg/Asheville/Anderson, SC 73%
St. Louis, MO 72%
Charlotte, NC 72%
Oklahoma City, OK 71%
Jacksonville, FL 71%
Raleigh/Durham, NC 71%
Knoxville, TN 71%
Kansas City, MO 70%
Miami/Ft.Lauderdale, FL 70%
Tucson, AZ 70%
Albuquerque/Santa Fe, NM 70%
Chattanooga, TN 70%
Charleston/Huntington, WV 70%
San Antonio, TX 70%
Denver, CO 69%
Spokane, WA 69%
Tulsa, OK 69%
Dallas/Fort Worth, TX 68%
Austin, TX 67%
Phoenix, AZ 67%
San Diego, CA 67%
Lexington, KY 67%
Salt Lake City, UT 67%
Atlanta, GA 66%
Los Angeles, CA 66%
Memphis, TN 66%
Nashville, TN 66%
Fresno/Visalia, CA 66%
Houston, TX 64%
Harlingen/Weslaco/Brownsville/ McAllen, TX 63%
Bakersfield, CA 59%
Las Vegas, NV 59%
Source: Scarborough.com, Press Release March 26, 2009
david: Newspaper Titans Gather in San Diego Buoyed by \'Integrated Audience\' Data
AddThis
by Melinda on Saturday, April 4, 2009
Newspaper Titans Gather in San Diego Buoyed by \'Integrated Audience\' Data
As titans of the newspaper industry gather in San Diego for their Annual Convention April 5-7, recently released numbers from Scarborough Research attempt to change the conversation about that ailing media sector from “circulation” to “integrated audience.”
As Scarborough defines the term, “Integrated Newspaper Audience\" or INA for short, is \"the percentage of adults in the market who have read the printed newspaper or visited the newspaper’s website(s), or did both during the past seven days.” Using this expanded definition, according to Scarborough, newspapers remain an entrenched mass medium, perhaps one of the last remaining in a vanishing breed.
In a release quietly slipped onto the Scarborough Website March 26, and not even trumpeted by the Newspaper Association of America, which is hosting the San Diego conclave, Scarborough claims that all 81 of its measured DMAs show an INA of 75 percent or higher. Toping the list of newspaper reading towns is Rochester, NY, anchored by a Gannett-owned newspaper the Democrat and Chronicle, with 87 percent penetration. Following closely behind were Cleveland, Ohio (Advance Publications and Advance Internet\'s The Plain Dealer and Cleveland.com) and Buffalo, NY (Warren E. Buffet: The Buffalo News), each with 86 percent.
It must be said that all three towns also boast vibrant, free “city papers,” and that Scarborough doesn’t define “newspaper” by any circulation category (i.e. dailies, paid or unpaid.) But news release also is confusing on this point: while it states,”In the 81 local markets measured by Scarborough, 75 percent of adults read the newspaper weekly in print or online,” the ranked list provided of \"Top Local Markets for Integrated Newspaper Audience (by) DMA® %\" only lists 43 that appear to achieve this level or better. Compounding the confusion is the fact that many of those leading markets on this list, such as El Paso for example, fall out of the nation’s top 81 markets. While these designations change with population shifts, El Paso is currently considered DMA number 99.
The point the venerable researcher wants to drive home, howver, is crystal clear. Gary Meo, Scarborough\'s SVP of print and digital media, is quoted as saying, “This (sic) data begs the question: is the constant negative news feed on the industry warranted when newspapers are actually being read by three-fourths of the adult population? When you look at audience data, it seems irrational that advertisers are leaving newspapers because the numbers speak for themselves.” Meo added that, although readership rates vary market to market, “If you are an advertiser seeking to reach a large, upscale audience, newspapers are among the most effective media for doing so.”
There\'s no question that digital is driving the discussion here. Advance material on the publisher’s conference says programming “will focus on innovation and ideas that promote audience and revenue growth through digital and emerging platforms.” The gathering’s featured keynote will be delivered by Google CEO Eric Schmidt Tuesday, April 7 at 10 a.m. PST. Live audio streaming will be provided, and virtual attendees can even log on to ask questions live via the NAA’s blog site.
For background, Scarborough’s core methodology uses “continuous measurement” over the course of 48 weeks of the year with results reported twice annually. Adults are first contacted via randomly dialed telephone interview whereby media habits are detailed in a 16-minute interview, then given a mailed, self-administered consumer survey booklet and seven-day television diary. More than 220,000 adults ages 18 and older are interviewed across the U.S. with in-depth coverage of the nation’s top 81 designated market areas or DMAs.
While the research giant employs all the means at its disposal to ensure representative diversity in these DMAs, the fact that the process begins via randomly dialed land line phone numbers does concern some researchers who worry that missing a younger, cellphone-only audience entirely could skew their projections.
Also, in case you’re wondering, San Diego falls toward the bottom of Scarborough’s list of INA leaders at 67 percent penetration.
Here’s the full list from Scarborough’s Web site:
Scarborough Local Market Ranking: Top Local Markets for Integrated Newspaper Audience DMA® %
Rochester, NY 87%
Cleveland/Akron, OH 86%
Buffalo, NY 86%
Pittsburgh, PA 85%
Syracuse, NY 85%
Boston, MA 85%
Hartford/New Haven, CT 85%
Albany/Schenectady/Troy, NY 85%
New York, NY 84%
Wilkes-Barre/Scranton, PA 84%
Harrisburg/Lancaster/Lebanon/York, PA 84%
Providence/New Bedford, RI 83%
Milwaukee, WI 83%
Tampa/St.Petersburg, FL 83%
Toledo, OH 83%
West Palm Beach/Fort Pierce, FL 83%
Honolulu, HI 82%
Green Bay/Appleton, WI 82%
Philadelphia, PA 82%
Dayton, OH 81%
Grand Rapids/Kalamazoo/Battle Creek, MI 80%
Des Moines/Ames, IA 80%
Flint/Saginaw/Bay City, MI 80%
Indianapolis, IN 80%
Washington, D.C. 80%
New Orleans, LA 79%
Chicago, IL 79%
Orlando/Daytona Beach/
Melbourne, FL 78%
Baltimore, MD 77%
Columbus, OH 77%
Minneapolis/St. Paul, MN 77%
Portland, OR 77%
Fort Myers/Naples, FL 77%
Norfolk/Portsmouth/Newport News, VA 77%
San Francisco/Oakland/San Jose, CA 76%
Mobile/Pensacola, FL 76%
Seattle/Tacoma, WA 76%
El Paso, TX 76%
Birmingham, AL 75%
Wichita/Hutchinson, KS 75%
Cincinnati, OH 75%
Colorado Springs/Pueblo, CO 75%
Louisville, KY 75%
Little Rock/Pine Bluff, AR 74%
Greensboro/High Point/ Winston-Salem, NC 74%
Roanoke/Lynchburg, VA 74%
Sacramento/Stockton/Modesto, CA 74%
Richmond/Petersburg, VA 73%
Detroit, MI 73%
Greenville/Spartanburg/Asheville/Anderson, SC 73%
St. Louis, MO 72%
Charlotte, NC 72%
Oklahoma City, OK 71%
Jacksonville, FL 71%
Raleigh/Durham, NC 71%
Knoxville, TN 71%
Kansas City, MO 70%
Miami/Ft.Lauderdale, FL 70%
Tucson, AZ 70%
Albuquerque/Santa Fe, NM 70%
Chattanooga, TN 70%
Charleston/Huntington, WV 70%
San Antonio, TX 70%
Denver, CO 69%
Spokane, WA 69%
Tulsa, OK 69%
Dallas/Fort Worth, TX 68%
Austin, TX 67%
Phoenix, AZ 67%
San Diego, CA 67%
Lexington, KY 67%
Salt Lake City, UT 67%
Atlanta, GA 66%
Los Angeles, CA 66%
Memphis, TN 66%
Nashville, TN 66%
Fresno/Visalia, CA 66%
Houston, TX 64%
Harlingen/Weslaco/Brownsville/ McAllen, TX 63%
Bakersfield, CA 59%
Las Vegas, NV 59%
Source: Scarborough.com, Press Release March 26, 2009
Tags: newspapers, audience
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March 23, 2010, 08:28 AM
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