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U.S. Daily and Sunday Newspaper Readership Demographics

Readership captures a majority of men and women
  % Who Read Daily % Who Read Sunday
Men 57 62
Women 52 63

Readership increases with education
  % Who Read Daily % Who Read Sunday
Post graduate 68 74
College graduate 60 69
Some college (1-3 years) 56 66
High School Graduate 51 60
Less than high school graduate 34 40

Newspapers reach adults of all ages
Age % Who Read Daily % Who Read Sunday
18-24 40 49
25-34 41 52
35-44 50 60
45-54 59 68
55-64 65 72
65+ 71 75

Readership increases with household income
  % Who Read Daily % Who Read Sunday
$75,000 or more 63 71
$50,000 or more 60 69
$40,000 or more 59 68
Less than $40,000 46 54

Readership increases with job responsibility
  % Who Read Daily % Who Read Sunday
Executive / administrative / managerial 59 71
Sales 54 64
Precision production / craft & repair 46 52

Readership increases with home value
  % Who Read Daily % Who Read Sunday
$250,000+ 67 74
$150,000-$249,999 61 70
$100,000-$149,000 56 67
Less than $100,000 51 60
Sources: Scarborough Research 2003, Release 1 (Top 50 Market Report)
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