Newspaper readers are reading

Research shows that local Triad-area consumers are reading newspapers on a somewhat regular basis, this from the media research company Scarborough Research, via the N&R's John Robinson.

Our combined GSO/HP/W-S area shows that seventy-four percent of our citizens read the newspaper in print or online, slightly better than Charlotte (72%) or Raleigh (71%).

See the numbers here.

But Mike Orren from Pegasus News in Dallas asks a pertinent question:

...how do those numbers break out online vs. print? The disconnect is that while so much of the reader value is online, the ad dollars are in print.

Until that is solved, it doesn't matter if the total market coverage is 105%.

Robinson replies:

I don't have an answer for you there, Mike. (I haven't seen our Scarborough results.) I will say, though, that readers do find value in the print publications, too, with the evidence being that they pay for it.

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E.C. :)