ASNE, NAA study newspaper usage

• By: ASNE staff
• On: 04/10/1997 16:13:00
• In: Surveys

WASHINGTON — Newspapers are a strong and vibrant medium — especially the Sunday paper, which is viewed by the American public as the single news medium likely to be missed if it were no longer available, according to preliminary results of a new survey released Thursday by the Newspaper Association of American and the American Society of Newspaper Editors.

Some highlights:

• Nearly six out of 10 Americans say they are extremely or very satisfied with their daily newspaper.
• Over eight out of 10 adults (84 percent) read a daily newspaper in the past seven days.
• Six out of 10 (59 percent) read a daily newspaper yesterday.
• Two out of three (67 percent) read a paper last Sunday.

The primary strengths in newspaper content, the report said, are news about the local community and news and information that helps the local community deal with problems.

Newspapers have the greatest opportunity for making gains with readers, the report said, if journalists looked for solutions, not just its problems, and provide news and information that helps the community deal with its problems.

On Sunday, newspapers fare very well. Sunday newspapers:

• Enjoy widespread usage.
• Have regular, loyal usage.
• Are the news medium most likely to be missed if they were no longer around.

The report mentions some areas of concern, especially with weekday newspapers, among them:

• Television news is more widely used for a variety of news and information, most notably weather, professional sports and crime news.
• Americans surveyed said they would miss radio, TV, or the Sunday newspaper more than a weekday newspaper.

The preliminary results of the national survey, which was conducted by Clark, Martire & Bartolomeo Inc., were first unveiled April 10 at the ASNE convention in Washington. Further data regarding the vitality of newspapers as an advertising medium will be released during NAA's Annual Convention at the Chicago Hilton and Towers, April 27-30. The final report on the research, based on telephone and mail interviews, will be available this summer.

NAA is a nonprofit organization representing the $46 billion newspaper industry and more than 1,600 newspapers in the U.S. and Canada. Most NAA members are daily newspapers, accounting for 87 percent of the U.S. daily circulation. The Association focuses on five key strategic priorities that affect the newspaper industry collectively: marketing, public policy, diversity, industry development and newspaper operations. Its website is http://www.naa.org

ASNE, with 870 members, is an organization of the main editors of daily newspapers in the United States and Canada. Founded in 1922, ASNE's principal purpose is to serve as a medium for exchange of ideas and the professional growth and development of its members. Directing editors of having immediate charge of editorial or news policies of daily newspapers and wire services are eligible to join.