I don’t understand most of the hyperbole, but I’m sure you will…The Newspaper Association of America has come out with a new database which it says is first comprehensive report on newspaper readership — print and Web — called the NADbase. It is a report aggregating readership, Web usage and demographic data for the largest 100-plus newspapers, by readership, in the top 75 U.S. markets. It also includes data for three national newspapers.
In essence, it is an attempt to show that newspaper readership is not declining, just going into other kinds of media where newspaper companies are also going into. “Newspapers have sold with readership [data] forever,” says John Kimball, chief marketing officer of NAA. “But as other media have proliferated, and as newspapers have gotten into those media, it has become obvious that we’re the only medium that can say we’re growing audience.” I’m trying to understand this very hard…really, I am.
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