Readership Institute: Impact Study: Newspaper Consumers

The Impact study of Readership begins and ends with consumers. How do consumers use information? How do newspapers fit into consumers' daily lives? How can newspapers serve readers better and increase readership?

These questions are fundamental to every aspect of Impact. For that reason the Readership Institute fielded a monumental study of media use in 100 markets across the country including responses from 37,000 consumers. From this study we see the areas of content, brand and service with the greatest potential to increase readership. We also learn a great deal about media use patterns and how readers use newspapers. Read on to learn more about media use and what newspapers can do to improve readership.

Building Readership from a Consumer Perspective: Overview Page
Read the results of the the Impact Study's survey of consumers and their media usage, and learn what areas have the highest potential to build readership.

How Newspapers Can Better Serve African Americans and Hispanics: Overview Page
Learn more about African-American and Hispanic consumers and how newspapers can serve them better.

U.S. Daily Newspaper Readership During the War with Iraq: Overview Page
The war with Iraq provided the Readership Institute with an opportunity to look at important questions facing newspapers as they stategized to maintain and increase readership. Read about the findings here.