Readers-Per-Copy is Up at America’s Daily Newspapers.

A recent analysis of daily printed newspaper readership and circulation data for 25 leading U.S. newspapers conducted by Scarborough Research and Newspaper National Network LP (NNN) concludes that Readers-Per-Copy (RPC) rates increased over the past three years by an average of 7.5 percent. In 2007, an average of 3.07 adults in the study read a copy of a printed daily newspaper, versus 3.30 adults in 2009. Higher rates of pass-along readership indicate that an average unit of newspaper circulation is generating more readers.

“Readers-Per-Copy is especially important as newspapers compete for their share of a brand’s media budget, particularly among national advertisers,” said Gary Meo, senior vice president, print and digital media services, Scarborough Research. “More people are reading each printed copy, further enhancing the value of the newspaper as an advertising medium, and increasing exposure for advertisers.”

“Newspaper publishers are running their businesses more efficiently,” said Jason E. Klein, President and CEO of the Newspaper National Network LP. “Fewer printed papers are needed to reach a comparable number of readers, and digital formats are enabling newspapers to reach a growing audience.”

“Advertisers have long accepted audience information for buying electronic media and magazines, but they have not fully embraced readership for newspapers,” said Mr. Meo. “This analysis shows that readership is key for buying newspaper advertising, not only because it correlates with circulation, but because readership provides the qualitative dimension of the newspaper audience — demographics, shopping and purchasing behavior, and lifestyles – that buyers need to make informed decisions.”

To download study CLICK below:
http://www.scarborough.com/press_releases/Scarborough%20NNN%20Study%20Design%20Draft%20FINALa.pdf>