The document summarizes the results of a 2011 survey of Illinois households regarding their newspaper reading habits. Some of the key findings include: - 73.6% of Illinois adults read a local newspaper each week. Newspapers average 1.9 readers per copy. - Readership is high across all age groups and income levels. 38.1% of adults visit newspaper websites for news each month. - Illinoisans report using newspapers as a source of information for major purchases more than other media like television or the internet. - Newspaper readers are also more likely to be voters, with 72% of voters also reading a local paper.

1. The State of
Illinois Newspapers
Women in Communications
September 14, 2011
Dennis DeRossett
Executive Director

2. The First Amendment
‘Congress shall make no law respecting an
establishment of religion, or prohibiting the
free exercise thereof; or abridging the
freedom of speech, or of the press; or the
right of the people peaceably to assemble,
and to petition the Government for a
redress of grievances.’

3. The State of
Illinois Newspapers
Women in Communications
September 14, 2011
Dennis DeRossett
Executive Director

4. 1930s 2000s
1950s 1960s 1980s 1990s

5. Illinois
Statewide Survey
Of Household
Adults 2011
Survey period:
March 23 through May 11,
2011
Conducted by Newton Marketing & Research, Norman, OK

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. 73.6 percent
of Illinois adults
read an Illinois
newspaper
each week

8. Each newspaper
averages
1.9 readers
per copy
A National Newspaper Association
survey last year showed that each
newspaper copy is shared with 3.34
people

9. Each reader
spends an
average of 37.5
minutes with
each newspaper
issue
(According to a survey by the National
Newspaper Association)

10. Readership is high
among all age
groups
Age groups % reading
local 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. Readership is high
among all incomes
% reading
Household income local
newspaper
• 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. 13.2 percent
of adults, who
do not read
a print-version of
a newspaper, read an
Illinois newspaper
website at least
once a month

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. 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. • 38.1% of Illinois adults have
visited a newspaper website for
news or information within the
past 30 days
• 13.2% of exclusive readers
visit a local or area newspaper
website at least once each
month

16. Illinoisans say they turn to
their local newspaper
before they make many
major purchases …
% of adults making purchase
in past 2 weeks
From newspaper ad 29.3
Over the Internet 27.3
From a free publication 20.5
From TV ad or shopping program9.3
From direct mail 9.2
From a radio commercial 3.8

17. And, newspaper readers are more likely
to make major purchases …
Item % buying % reading local
newspaper
New home appliance 28.1 65.3
New home furniture 25.9 74.3
New/used auto or pickup 23.1 71.0
New TV/entertain equip. 19.2 70.1
New mower/yard tractor 8.2 69.7
Refinance home 5.8 7.1
Camper/rec. vehicle 1.9 82.6

18. Voters are
newspaper
readers …
77.8% of Illinois
households had at least
one member vote in a
recent election
72.0% of these adults
read a local newspaper!

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. n fact, more people read
heir Sunday newspape
han watch
he Super
Bowl

21. Last year, a record 106.5 million people
watched the Super Bowl. That’s more than
any other television program in the history of
television.
But that’s still not as many people that read
a Sunday newspaper every
single week! The average
Sunday audience in 2010
was 108 million people.
Sources: New York Times, Feb. 8, 2010;
Scarborough USA 2010 Release (Feb. 2009-March
2010)

22. “Were it left to me to decide whether we
should have a government without
newspapers or newspapers without a
government, I should not hesitate a
moment to prefer the latter.”
Thomas Jefferson

23. Thank You!