Forget What the Doomsayers are Pronouncing -
Community Newspaper Readership, In-Print and Online, is Growing, and Growing, and Growing
In April, 2002, NYPA’s database listed 588 weekly community newspapers, including 49 culturally specific newspapers. Total distribution was 7.2M; 3.9M free distribution and 3.3M paid.
January, 2010 NYPA’s database listed 727 weekly community newspaper, including 129 ethnic, culturally specific newspapers. Total distribution is11.6 M;
- 379 paid circulation newspapers with a total distribution of 3.8M
- 348 free distribution newspapers with a total distribution of 7.7M
(These numbers do not include Pennysavers or shoppers).
- 55 paid circulation daily newspapers are published in NY, with a combined distribution of 5M
- 3 free distribution dailies are published in NY with a combined distribution of 571,205
The 147 culturally specific newspapers (daily & weekly) published in NY have a combined distribution of 4.2M.
These numbers do not include the additional audience delivered by the newspapers’ affiliated Web sites.
NO MEDIUM DELIVERS THE LOYAL, LOCAL REPEAT AUDIENCE DELIVERED BY COMMUNITY NEWSPAPERS AND THEIR AFFILIATED WEB SITES!
Community newspaper readers and readers of community newspaper Web sites buy locally.They are interested in local advertising. They look for restaurant ads and coupons. They shop locally for groceries - more than once per week. They buy appliances, electronics and furniture locally. They look for sales and specials at local stores. They bank locally, visit local shopping centers, and buy cell phones and sporting good locally.
Community newspaper readers and readers of their affiliated Web sites buy lumber and hardware locally, use local hospitals, buy auto parts locally, and more than half are educated locally. They buy from local caterers, belong to local fitness centers, and buy hearing aids and glasses locally.
Community newspaper readers and the readers of their affiliated Web sites are most interested in local news - the kind of local news available ONLY in community newspapers and on their affiliated Web sites. These readers are interested in local sports, local education, local government, local crime and safety information, politics, neighborhood events, local business news, economic development, environmental issues, taxes, and information about restaurants.
Community newspaper Web sites have a loyal and long-term reader base. 60% of the readers of community newspaper Web sites visit their newspaper’s Web site 5 or more times per week. Community newspaper Web sites extend the reach of the printed product - reaching people who have never subscribed to a newspaper.