awc state of il newspapers
TRANSCRIPT
The State of Illinois Newspapers
Dennis DeRossettExecutive Director
Women in CommunicationsSeptember 14, 2011
‘Congress shall make no law
respecting an establishment of
religion, or prohibiting the free
exercise thereof; or abridging the
freedom of speech, or of the press; or
the right of the people peaceably to
assemble, and to petition the
Government for a redress of
grievances.’
The First Amendment
The State of Illinois Newspapers
Dennis DeRossettExecutive Director
Women in CommunicationsSeptember 14, 2011
1930s
1950s 1960s 1980s 1990s
2000s
IllinoisStatewide
SurveyOf Household Adults 2011
Conducted by Newton Marketing & Research, Norman, OK
Survey period: March 23 through May 11, 2011
Surv
ey
Meth
odolo
gy
• 1200 completed interviews
with adults, 18 years or older
• Randomly selected telephone interviews
• Every county in Illinois included
• Margin of error, +/- 3.0% at
95% confidence level
New
spaper
Readers
hip
73.6 percent
of Illinois adults
read an Illinois
newspaper
each week
New
spaper
Readers
hip
Each newspaper
averages
1.9 readers
per copyA National Newspaper Association
survey last year showed that each newspaper copy is shared
with 3.34 people
New
spaper
Readers
hip
Each reader spends an
average of 37.5 minutes with
each newspaper
issue(According to a survey by the
National Newspaper Association)
Readers
hip
by
age
Age groups% reading local
newspaper• 18-24
41.4• 25-34
43.8• 35-44
55.2• 45-54
61.6• 55-64
74.2• 65-74
75.7• 75+
82.5
(7.1% no response)
Readership is high among all age groups
Readers
hip
by inco
me
Readership is high among all incomes
% readingHousehold income local newspaper
• Under $25,000 64.6• $25 - 49,999 68.9• $50 - 74,999 68.9• $75 - $100,000 74.3• Over $100,000 66.2• No response 65.6
New
spaper
Readers
hip
13.2 percent of adults, who
do not read a print-version of
a newspaper, read an Illinois newspaper website at least
once a month
Cir
cula
tion
Daily newspapers:• 82.6% subscribe
• 10.7% purchase from a rack/store
• 5.6% pass-along/work
• Issues read per week = 6.0
Weekly newspapers• 71.3% subscribe
• 16.7% purchase from a rack/store
• 10.3% pass-along/work
• Issues read per month = weekly-3.6/biweekly- 6.9
Cir
cula
tion
Pri
nt
and w
eb
readers
hip • 38.1% of Illinois adults
have visited a newspaper website for news or
information within the past 30 days
• 13.2% of exclusive readers visit a local or
area newspaper website at least once each month
Pri
nt
& W
eb
Readers
hip
Media
Usa
ge
% of adults making purchase
in past 2 weeks
From newspaper ad 29.3
Over the Internet 27.3
From a free publication 20.5
From TV ad or shopping program 9.3
From direct mail 9.2
From a radio commercial 3.8
Illinoisans say they turn to their local
newspaper before they make many major
purchases …
Purchasing
Item % buying % reading local newspaper
New home appliance 28.165.3
New home furniture 25.974.3
New/used auto or pickup 23.171.0
New TV/entertain equip. 19.270.1
New mower/yard tractor 8.269.7
Refinance home 5.8 7.1
Camper/rec. vehicle 1.982.6
And, newspaper readers are more likely to make major purchases …
Voti
ng
77.8% of Illinois households had at least one member vote in a recent
election
72.0% of these adultsread a local newspaper!
Voters are newspaper readers …
Voting51% of Illinois voters
read political
advertisements in their
local newspaper!
42% of voters first look to a newspaper for news about local government and political
issues
41% of voters have accessed a newspaper website within the past 30 days
In fact, more people read their Sunday newspaper
than watch the Super
Bowl
Sources: New York Times, Feb. 8, 2010;Scarborough USA 2010 Release (Feb. 2009-March 2010)
Last year, a record 106.5 million people watched the Super Bowl. That’s more than any other television program in the history of television.
But that’s still not as many people that read a Sunday newspaper every single week! The average Sunday audience in 2010 was 108 million people.
“Were it left to me to decide whether we should have a government without newspapers or newspapers without a government, I should not hesitate a moment to prefer the latter.”
Thomas Jefferson
Thank You!