popular thinking

The folks at Scarborough Research published their updated national findings on print and online news readership in most metro markets of the U.S. So what should we make of these numbers?

Depends upon what you're looking for, really. Here are the numbers for the Boston market, with a measured potential area population of 4,783,000.

Boston Globe
Weekly print readers (people who picked up the paper at least once in the survey week)
1,986,000
Print market penetration
42%
Weekly online readers (people who clicked on Boston.com once or more in the survey week)
790,000
Online market penetration
17%
Total readership (factoring in people who read both print and online)
2,269,000
Total penetration
47%

Boston Herald
Weekly print readers
1,181,000
Print market penetration
25%
Weekly online readers
200,000
Online market penetration
4%
Total readership
1,259,000
Total penetration
26%

Those numbers almost mirror the situation in similarly-sized Dallas/Fort Worth, with the Dallas Morning News the primary read and the Fort Worth Star-Telegram the secondary read. Although Boston.com's online penetration is better than most other large-market news sites (though slightly less than WashingtonPost.com).

Read the numbers another way, though, and you could say that 37 percent of Boston's populace doesn't pick up either the Globe or the Herald (though likely more considering at least a few percent had read both papers during the week). What are they reading? The Metro? The new BostonNOW? A smaller community newspaper? No papers at all? It'd be good to see those numbers, too. Especially since Scarborough did include suburban paper stats for some of the other major metros. Argh.

I'll be curious to learn what Dan Kennedy makes of these stats, considering he has been arguing that media observers need to factor online readers in newspaper circulation analysis (by the way, the next circulation reports will come out early next week). And then we can fret some more about the present and future status of the American newspaper.

Labels: media, newspapers, online