Lee Enterprises, newspaper publisher of the St. Louis Post-Dispatch and a number of smaller papers across the United States says the reach of its papers and online sites among young adults has grown from 54 to 64 percent over the last year.
The findings are from a comprehensive audience study by Wilkerson & Associates in Lee’s 10 largest markets. It measured the seven-day reach of newspapers and their online sites from January to June in 2007 and 2008.
The combined reach of Lee newspapers and their online sites over the course of a week grew from 66 percent of all adults in 2007 to 71 percent in 2008. The printed newspapers alone reach 65 percent of all adults in 2008, compared with 61 percent during the same six-month period a year ago.
Sixteen percent of all adults read both the newspaper and visit the newspaper online, an increase from 13 percent a year ago. Six percent of adults read the newspaper online but do not read the printed version, compared with 5 percent in 2007.
Among ages 18-29, readership of printed newspaper increased from 48 percent in 2007 to 55 percent in 2008. Readership of the newspaper and online site increased from 13 to 18 percent. The combined readership of newspapers and their online sites reach 64 percent of young adults in 2008, up from 54 percent in 2007. Online only use rose from 6 to 9 percent.
Those between the ages of 30-39, total reach of the newspaper and its online site rose from 62 to 67 percent. Readership of both the newspapers and online sites increased from 18 to 20 percent. Online only use increased from 7 to 10 percent.
People ages 40-59, the total reach of the newspaper and its online site climbed from 67 to 74 percent. Use of the printed newspaper increased from 62 to 68 percent. Combined readership of the newspapers and online sites increased 15 to 19 percent. Online only use saw a small increase from 5 to 6 percent.
“These findings show the opposite of what is often thought to be true,” said Suzanna Frank, Lee vice president – audience. “More people of all ages are reading our printed newspapers as well as using our newspaper online sites.”
The reason, she said, is that the two media compliment each other. “In addition to providing a growing range of unique, interactive content, we update our online sites with local news continually throughout the day.”
“Our sites have become the first as well as best source for local news and information. Because of cross-promotion, users of our online sites have become more inclined to pick up a printed newspaper, where we provide greater context and perspective, as well as portability.”
