A combined 1,331 daily newspapers in the United States are still reaching a daily circulation of 40.4 million people daily and 42.7 million people Sunday according to the Newspaper Association of America and the Audit Bureau of Circulation. This translates to more than 93 million readers of a daily newspaper in the United States. In 2014!
What is more telling is that while circulation is more or less flat, advertising revenue has been dropping, which indicates that the crisis for newspapers is not an audience problem, but an advertising problem. There is still a great desire/demand/habit for content from the newspaper reader by an educated audience. Whether the still important function of newspaper reporting can be done in the absence of advertising revenue is the question we will be asking ourselves.
NEWSPAPER CIRCULATION VOLUME
Looking at qualitiative data from Scarborough on the demographics of newspaper readers, we see that it is still 50% men and 50% women. 81% over 35, with higher than average median income, and higher than average education. Over The Moon Media will continue to advocate for the advertising/content model (advertorials) so that marketers can still see the vital impact and opportunity to reach newspaper readers.