Rising Circulation Values? Study Finds More People Reading Each Newspaper Copy

A new study that links readership and circulation finds that the pass-along rate of daily newspapers has bumped up significantly in the past three years, suggesting each copy is a better buy for advertisers. And the adults bumming a copy of the paper aren’t doing it because they’re poor, according to the research, which finds print newspaper readers are wealthier and better educated than the general public. The study of 25 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, a number that increased to 3.30 adults in 2009. Scarborough and NNN, the nationwide sales and marketing network with 25 newspaper company shareholders, also found that readership is declining in tandem with circulation — but at a slower rate. “This suggests that efforts by publishers to jettison unprofitable or unproductive circulation have been successful,” the study said



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