Less Than Half Of Americans Read A Daily NewspaperBy: Mike Sachoff - January 13, 2010
Less than half (43%) of Americans say they read a daily newspaper, either online or in print almost everyday, according to a new report from Adweek Media and Harris Interactive.
Nearly three-quarters (72%) of Americans say they read one at least once a week while 81 percent read a daily newspaper at least once a month. Ten percent say they never read a daily
One reason for the decline of the daily newspaper is the aging of its audience. Among those aged 55 and older, 64 percent say they still read a daily newspaper almost everyday. Of those aged 45-54, 44 percent read a paper almost every day as do 36 percent of those aged 35-44. Just 23 percent of those aged 18-34 say they read a newspaper almost every day while 17 percent in this age group say they never read a daily newspaper.
One potential business model newspapers have considered is charging a monthly fee to read a daily newspaper’s content online. More than three-quarters (77%) of Americans say they would not be willing to pay anything to read a newspaper’s content online. While some are willing to pay, 19 percent would only pay between $1 and $10 a month for online content and only 5 percent would pay more than $10 a month.