Edward C. Malthouse and Bobby J. Calder (2006). Demographics of Newspaper Readership: Predictors and Patterns of U.S. Consumption, Journal of Media Business Studies 3(1):1-18.
Key Words: audiences, newspapers, demographics, readership
This study of 101 newspapers and markets find that the strongest predictors of readership are length of residence and age in most markets, although the effect sizes vary across newspaper and markets. Income also has a highly significant positive overall effect. The effect of education is small, but varies considerably across newspapers/markets. The fraction of variation in readership accounted for by demographics is small, indicating that newspapers have a broad reach across demographic groups.