2008 Newspaper Ratings Report

Scarborough Research has released its 2008 report on audience penetration of newspapers in 161 U.S. metropolitan areas.

The Scarbourough Newspaper Audience Ratings Report 2008 provides data on 161 newspapers in 81 markets, including:

• the number of adults in the market area (and percentage of the overall adult population) who have "read or looked into" the daily or Sunday edition of the newspaper within the past 5 weekdays or past Sunday;
• the number and percentage of area adults who have visited the newspaper's website(s) in the past 7 days; and
• the integrated audience -- the number and percentage of area adults who have read
  the printed newspaper or visited the newspaper’s website(s), or did both,
  during the past seven days.

The report is organized by Designated Market Area (a Nielsen category) and includes newspapers whose websites have at least 1% penetration in their market, as well as a Sunday print edition.