Newspaper Readers Go to Radio They Stay With News Format.

In the 80 plus metropolitan markets surveyed regularly by The Media Audit, research shows that when heavy newspaper readers switch to radio they tend to stay with News (NWS), News-Talk (NTK), News-Talk-Sports (NTK/SPT) and Sports (SPT) formats.

In addition, approximately 50 percent or more of those who say they listen to these four radio formats also say they are heavy newspaper readers. “When news or sports are part of the equation, adult readers take their tastes and interests with them when they switch from newspapers to radio or radio to newspapers,” says Bob Jordan, president of International Demographics, Inc., a 34-year-old research firm which produces The Media Audit.

According to Jordan, “There is a very distinctive gender difference when heavy newspaper readers go to radio, but news is a significant influence for both genders.”

Gender Differences per Format

In the metro markets surveyed, there are slightly more than 24 million adults who describe themselves as heavy newspaper readers. The Media Audit defines a “heavy” newspaper reader as one who spends at least an hour every day reading a newspaper. Of the 24 million, 12.2 million or 51.1 percent are adult males and 11.8 million or 48.9 percent are adult females.

Of the 11.8 million women, 19.2 percent listen to the News-Talk format; a little over 10 percent listen to the News format; 5 percent select News-Talk-Sports and 3.7 percent go for Sports. Collectively, 36 percent of the women who listen to these four radio formats are heavy newspaper users. Of the 12.2 million men who are heavy newspaper readers, 24.1 percent listen to News-Talk; 14.1 percent listen to the Sports format; 13.8 percent listen to the News format and 7.1 percent listen to
the News-Talk-Sports format. Collectively, 59 percent of men who listen to these formats are heavy newspaper readers.

Heavy Newspaper Readers per Radio Format

Among women who listen to News Talk radio, 43.4 percent are heavy newspaper readers. Of those who listen to the News format, 41.1 percent are heavy newspaper readers. Of women who listen to News-Talk-Sports, 39.8 percent are heavy newspaper readers and 20.0 percent of those who listen to the Sports format are heavy newspaper readers.

With men, 56.6 percent of those who listen to the News-Talk format are heavy newspaper readers. Eighty percent of those who listen to the Sports format, 58.9 percent of those who listen to the News format and 60.2 percent of those who listen to News-Talk are heavy newspaper readers.

For more information at http://www.TheMediaAudit.com