AWC State of IL Newspapers

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AWC State of IL Newspapers

  1. 1. The State ofIllinois Newspapers Women in Communications September 14, 2011 Dennis DeRossett Executive Director
  2. 2. The First Amendment‘Congress shall make no law respecting anestablishment of religion, or prohibiting the free exercise thereof; or abridging thefreedom of speech, or of the press; or theright of the people peaceably to assemble, and to petition the Government for a redress of grievances.’
  3. 3. The State ofIllinois Newspapers Women in Communications September 14, 2011 Dennis DeRossett Executive Director
  4. 4. 1930s 2000s1950s 1960s 1980s 1990s
  5. 5. Illinois Statewide Survey Of Household Adults 2011Survey period:March 23 through May 11,2011Conducted by Newton Marketing & Research, Norman, OK
  6. 6. • 1200 completed interviews with adults, 18 years or older • Randomly selected telephone interviews• Every county in Illinois included • Margin of error, +/- 3.0% at 95% confidence level
  7. 7. 73.6 percentof Illinois adultsread an Illinois newspaper each week
  8. 8. Each newspaper averages 1.9 readers per copy A National Newspaper Association survey last year showed that eachnewspaper copy is shared with 3.34 people
  9. 9. Each reader spends an average of 37.5 minutes with each newspaper issue(According to a survey by the National Newspaper Association)
  10. 10. Readership is highamong all agegroupsAge groups % readinglocal newspaper• 18-24 41.4• 25-34 43.8• 35-44 55.2• 45-54 61.6• 55-64 74.2• 65-74 75.7•
  11. 11. Readership is high among all incomes % readingHousehold income localnewspaper• Under $25,000 64.6• $25 - 49,999 68.9• $50 - 74,999 68.9• $75 - $100,000 74.3• Over $100,000 66.2• No response 65.6
  12. 12. 13.2 percent of adults, who do not read a print-version ofa newspaper, read an Illinois newspaper website at least once a month
  13. 13. Daily newspapers: • 82.6% subscribe• 10.7% purchase from a rack/store • 5.6% pass-along/work • Issues read per week = 6.0
  14. 14. Weekly newspapers • 71.3% subscribe• 16.7% purchase from a rack/store • 10.3% pass-along/work • Issues read per month = weekly-3.6/biweekly- 6.9
  15. 15. • 38.1% of Illinois adults havevisited a newspaper website for news or information within the past 30 days • 13.2% of exclusive readersvisit a local or area newspaper website at least once each month
  16. 16. Illinoisans say they turn to their local newspaper before they make many major purchases … % of adults making purchase in past 2 weeksFrom newspaper ad 29.3Over the Internet 27.3From a free publication 20.5From TV ad or shopping program9.3From direct mail 9.2From a radio commercial 3.8
  17. 17. And, newspaper readers are more likelyto make major purchases … Item % buying % reading local newspaperNew home appliance 28.1 65.3New home furniture 25.9 74.3New/used auto or pickup 23.1 71.0New TV/entertain equip. 19.2 70.1New mower/yard tractor 8.2 69.7Refinance home 5.8 7.1Camper/rec. vehicle 1.9 82.6
  18. 18. Voters arenewspaperreaders … 77.8% of Illinoishouseholds had at least one member vote in a recent election 72.0% of these adultsread a local newspaper!
  19. 19. 42% of voters first look to a newspaper for news about local government and political issues 41% of voters have accessed a newspaper website within the past 30 days
  20. 20. n fact, more people read heir Sunday newspapehan watchhe Super Bowl
  21. 21. Last year, a record 106.5 million peoplewatched the Super Bowl. That’s more thanany other television program in the history oftelevision.But that’s still not as many people that reada Sunday newspaper everysingle week! The averageSunday audience in 2010was 108 million people. Sources: New York Times, Feb. 8, 2010; Scarborough USA 2010 Release (Feb. 2009-March 2010)
  22. 22. “Were it left to me to decide whether weshould have a government withoutnewspapers or newspapers without agovernment, I should not hesitate amoment to prefer the latter.” Thomas Jefferson
  23. 23. Thank You!

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