Newspaper Numbers

  • One hundred and two million people read a newspaper in print or online every weekday. That’s a lot of people.
  • In the past week, 7 out of 10 people read a paper in print or online. That’s 104 million people reading in the average week.
  • In 2010, $3 billion was invested in newspaper website advertising, accounting for 14 percent of the newspaper advertising revenue stream. At some individual companies, the proportion of advertising revenue from websites was nearly 20 percent.
  • U.S. newspaper websites recorded more than 112 million unique visitors in September – nearly two of every three (65 percent) U.S. adults who used the Internet last month.
  • Consumers paid more than $10 billion to purchase daily and Sunday print newspapers in 2010. Forty-four million copies of the 1,300-plus daily print newspapers are sold on an average weekday; the 900-plus Sunday editions generate sales of almost 45 million copies.
  • Mobile devices such as smartphones and tablets are gaining traction with consumers as platforms to tap into newspaper content, even though current numbers are relatively small. In a typical month, 19 million adults (8 percent) use smartphones or tablets for newspaper content.  It’s a rapidly growing segment that newspaper companies want to serve with editorial and advertising content.
  • In the 18-to-24 age group, newspapers in print and online reach nearly 6 in 10 (57 percent) during a typical week.
  • When people who say they didn’t read a newspaper in the past week are asked if they used one, 36 percent report that indeed they did use one in the past week. That would raise readership by more than 9 percentage points.
  • Seventy-nine percent of all U.S. adults – not just newspaper readers – have acted upon a newspaper ad in the past month. Isn’t that why advertisers advertise?
  • Even in a slowly recovering economy, advertisers still make considerable investments in newspaper media platforms. In 2010, advertisers spent $25.8 billion to convey their messages to audiences served by newspaper media platforms.
  • It’s worth repeating: U.S. newspaper websites recorded more than $3 billion in advertising, accounting for 14 percent of the newspaper advertising revenue stream. At some individual companies, the proportion of advertising revenue from websites was nearly 20 percent.
  • The most recent count shows that 77 newspapers across the country have applications for tablet computers, a number that grows nearly every day.

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