1. ASNE Convention April 10, 2002 The Readership Institute: A joint venture of NAA, ASNE and The Media Management Center Creating Brand to Grow Readership
2. Readership Trends Newspaper Readership Among the Adult U.S. Population Source: Newspaper Association of America
3.
4. Readership Institute (RI) studied 37,000 consumers Results in 4 cornerstones that apply to every newspaper… … of every size
15. 21-25 Year Olds (% Reading Daily) Source: General Social Survey 2002 % % % % % % % % %
16.
17.
18. Listen to What They Say "Well, you’re inundated with news on a constant basis. News updates on T.V.. You see it in the paper. You’re standing in the aisles at grocery stores and you read it. You're plagued by the news and there’s just a point I don’t want to know anymore."
42. Response to Guide "I like this a lot. You know what? I would probably read this first. This generates more interest here. It generates interest for the articles. You may not even have a chance to research some of this stuff, but it shows you that the information is out there, you may think to yourself, well I'm not going to snow job. I have the opportunity to go and look for myself."