Saturday, April 17, 2010

Newspapers Generating More Readers Per Copy ...

From MediaPost:

Contrary to conventional wisdom that newspaper print readership is sagging as news readers flock online, a study being released today suggests printed newspapers may be becoming even more vital by one important metric: the degree to which they are passed along from one reader to another.

Specifically, the study found that over the past three years, the number of readers-per-copy has risen 7.5%, to 3.30 adults in 2009 from 3.07 adults in 2007.

The finding is significant for several reasons. One obviously is that it shows that the average copy of a newspaper is getting more mileage as it is passed from one reader to another.

Well, of course this is true. 

Reader #1 removes the Sports section for use in the bird cage as a liner.

Reader #2 removes the Editorial section for the bottom layer in the cat's litter box.

Reader #3 removes the Arts & Entertainment section as shredded bedding for the guinea pig cage.

Reader #4 uses the Local section as lay-around in case of house-training accidents for the new dog.

Reader #5 uses the Front Page section as wrap for kitchen waste.

So it is written, so let it be used.