New Study Points to Healthy Newspaper Readership

A new study from Scarborough Research finds that 74% of adults -- nearly 171 million -- in the United States read a newspaper in print or online during the past week. This number counters the notion that newspapers no longer impact consumers. "Given the fragmentation of media choices, printed newspapers are holding onto their audiences relatively well," Gary Meo, Scarborough's senior vice president of print and digital media services, said in a statement. The data is the latest analysis of Scarborough Integrated Newspaper Audience (INA) report that measures the audience of the newspaper industry. Furthermore, Scarborough found that 79% of adults who are employed in "white collar" jobs read a newspaper online or in print; that 82% of adults with a household income of $100,000 or more read a newspaper in print or online; and 84% of adults who have college or advanced degrees do the same.