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Community Newspapers Continue to Show Strong Readership

Readers also say they read most or all of their community newspapers (78 percent), and of those going online for local news, 55 percent found it on the local newspaper’s website, compared to 17 percent for sites such as Yahoo, MSN or Google, and 26 percent for the website of a local TV station.

The National Newspaper Association survey examines the patterns of community newspaper readership, and is conducted for the NNA by the research arm of the Reynolds Journalism Institute  at the Missouri School of Journalism.

The early data indicate that the positive findings are consistent with the earlier surveys:

• Those readers, on average, share their paper with 3.34 persons.

• They spend about 37.5 minutes reading their local newspapers.

• 78 percent read most or all of their community newspapers.

• 41 percent keep their community newspapers six or more days (shelf life).

• 62 percent of readers read local news very often in their community newspapers, while 54 percent say they never read local news online (only 9 percent say they read local news very often online).

• 75 percent think governments should be required to publish public notices in newspapers, with 23 percent reading public notices very often in their newspapers.

• 71 percent have Internet access in the home, but 66 percent never visit a website of a local government.

• Of those with Internet access at home, 89 percent have broadband access.

The local community newspaper is the primary source of information about the local community for 49.3 percent of respondents. The next best source are friends and relatives for 18 percent of respondents and TV, 16 percent. Readers are nearly seven times more likely to get their local news from their community newspapers than from the Internet (7.7 percent). Less than 6 percent say their primary local news source is radio.

From Print In the Mix:

A new National Newspaper Association (NNA) survey finds that 81% of respondents read a local weekly paper each week.  NNA is the national organization for community newspapers (often referred to as "weeklies").

• Nearly half (47%) say they read the newspaper as much for the ads as for the news.

• 73% read "most or all of it," and those readers spend an average of 40 minutes with the paper.

• Readers, on average, share their paper with 2.36 additional readers.

• Nearly 40% keep their community newspaper more than a week.

• Three-quarters of readers read local news "often to very often" in their community newspaper, while 53% say they never read local news online.  Only 12% say they read local news "often to very often" online.
  
  
• Among those going online for local news, 63% find it on the local newspaper's website, compared to 17% for sites such as Google, and 12% from the website of a local TV station.

• 30% of respondents do not have home Internet access.

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