Rochester Democrat & Chronicle, Washingtonpost.com have Highest Adult
Penetration in their Local Markets Among Printed Newspapers and Newspaper
Websites
NEW YORK, Feb. 11 /PRNewswire/ -- Scarborough Research released a
report highlighting newspaper audience ratings for newspapers and their
websites across the 81 local markets measured by the company. The
Scarborough Newspaper Penetration Report features print, website, and
Integrated Newspaper Audience (INA) ratings, and covers Scarborough local
market data collected from August 2006 to September 2007.
According to the report, the Rochester Democrat & Chronicle ranks
number one in local market (DMA(R)) adult penetration for print audience
and Integrated Newspaper Audience (defined as the weekly net unduplicated
audience of the printed newspaper and its website). Seventy-nine percent of
adults in the Rochester, NY local market read the printed version of the
Rochester Democrat & Chronicle during the past week. Together with its
website, http://www.democratandchronicle.com, the publication reaches 81% of the
Rochester market on a weekly basis.
Washingtonpost.com is the newspaper website with the greatest local
penetration, according to the Scarborough report. Almost one-quarter (22
percent) of adults in the Washington D.C. local market visited the website
during the past week.
"The Rochester Democrat & Chronicle has a long tradition of service to
its community, and adults in Rochester rely on it for news and
information," said Gary Meo, senior vice president, print and Internet
services, Scarborough Research. "Washingtonpost.com is considered one of
the industry's premier newspaper websites and is clearly a much valued
resource among D.C. adults."
All data is derived from Scarborough's Local Market Studies, Release 2
2007. In addition to weekly print and website audience information, the
full Newspaper Penetration Report features newspaper audience rankings for
DMA and CBSA/MD geographies. It also has daily and Sunday newspaper
penetration information. The report is delivered in a spreadsheet format
which enables users to rank and analyze the information. The Scarborough
Newspaper Penetration Report is available for purchase through Kristi
Brumleve at kbrumleve@scarborough.com or 818-559-5453.
WEEKLY PRINT AUDIENCE
Weekly Print
Audience
(% of adults in
the local market
Local Market who read or
Rank Newspaper (DMA(R)) looked into the
printed paper
during the past
five weekdays or
past Sunday)
1 Rochester Democrat & Chronicle Rochester, NY 79%
2 Gannett Wisconsin Newspapers* Green Bay, WI 73%
3 Des Moines Register Des Moines, IA 70%
4 Syracuse Post Standard Syracuse, NY 67%
5 Richmond Times Dispatch Richmond, VA 66%
* Gannett Wisconsin Newspapers include Appleton Post-Crescent/ Fond Du Lac
Reporter/ Green Bay Press-Gazette/ Manitowoc-Herald Times Reporter/
Oshkosh Northwestern
WEEKLY WEBSITE AUDIENCE
Weekly
Website
Audience
(% of adults
Local in the local
Rank Website(s) Market market who
(DMA(R)) visited a
newspaper's
website(s),
during the
past week)
1 Washingtonpost.com Washington D.C. 22%
2 Austin360/Statesman.com Austin, TX 19%
3t CincyPost.com/Enquirer.com/Cincinnati.com Cincinnati, OH 18%
3t SignOnSanDiego.com/UnionTrib.com San Diego, CA 18%
3t AJC.com/AccessAtlanta.com Atlanta, GA 18%
INTEGRATED NEWSPAPER AUDIENCE
Integrated
Newspaper
Audience
(the weekly net
unduplicated
Rank Printed Newspaper; Local Market audience of
Website(s) (DMA(R)) the printed
newspaper and
its website(s))
1 Rochester Democrat & Chronicle;
DemocratandChronicle.com Rochester, NY 81%
2 Gannett Wisconsin Newspapers* Green Bay, WI 76%
3 Des Moines Register;
DesMoinesRegister.com Des Moines, IA 71%
4 Richmond Times Dispatch;
TimesDispatch.com Richmond, VA 69%
5 Syracuse Post Standard;
Syracuse.com Syracuse, NY 68%
*Gannet Wisconsin Newspapers includes Appleton Post-Crescent/Fond Du Lac
Reporter/Green Bay Press-Gazette/ Manitowoc-Herald Times Reporter/
Oshkosh Northwestern. Associated websites are PostCrescent.com/
FDLReporter/ GreenBayPressGazette.com/ HTRNews.com/ TheNorthwestern.com.
About Scarborough Research
Scarborough Research (http://www.scarborough.com, info@scarborough.com)
measures the lifestyle and shopping patterns, media behaviors, and
demographics of American consumers. Products and services include the Media
Rating Council (MRC) accredited consumer insight studies in 81 Top-Tier
Markets, and a Multi- Market Study. Scarborough Research also has
Scarborough USA+ (a national database), Hispanic studies, and custom
research solutions among its service portfolio. With more than 30 years of
experience, Scarborough measures 2,000 consumer categories and serves a
broad client base that includes marketers, advertising agencies, print and
electronic media (broadcast and cable television, radio stations) sports
teams and leagues, and out-of-home media companies. Surveying more than
220,000 adults annually, Scarborough is a joint venture between Arbitron
Inc. (http://www.arbitron.com) and The Nielsen Company (http://www.nielsen.com).
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