In a finding that reflects other research, Scarborough Research found good news for printed newspapers with the readers per copy continuing to increase. The study found that over the past three years, the number of readers-per-copy has risen 7.5%, to 3.30 adults in 2009 from 3.07 adults in 2007.
The findings give newspaper ad departments and advertiser media buyers something to think about. The MediaDailyNews report quoted Scarborough executive Gary Meo as saying: "Readers-per-copy is especially important as newspapers compete for their share of a brand's media budget, particularly among national advertisers."
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