Are there any factors that tie together the areas that show high weekly print audience?
Well, the areas that show high weekly print audience, they’re traditional things that correlate with paper readership: demographics, especially age, income and education, and it’s education that correlates most highly. So markets that are more educated, an older market, retirement markets — those kinds of markets in general have higher newspaper readership than those that are younger and not as educated. Interestingly, geography is also a factor. We find that papers in the Northeast and Midwest tend to have higher readership than the West and Southwest, and that’s primarily because they’re competing with the weather. What about factors that tie together areas with high weekly web site audience? In that case, it’s a little bit different. Web site usage and particularly newspaper web usage tends to be tied to the availability of internet access. So markets like San Jose or Washington, D.C., tend to correlate to high web site usage. Also, an educated population correlates highly. And the
