Insight Marketing and Research Newsletter

Insight is the Pennsylvania NewsMedia Association's marketing and research newsletter, published quarterly. Send comments and/or story ideas to Marketing Director Jane Hungarter, (717) 703-3041. To be added to the distribution list, submit the form at the bottom of this page.

Summer 2017 Feature Article

Who's Reading Newspaper Products in Pennsylvania?
The Answer May Surprise You

By Jane Hungarter
Pennsylvania NewsMedia Association

For whatever reason, many believe (incorrectly) that newspaper readers are comprised, solely, of older adults. 

Twice each year, Nielsen Scarborough conducts extensive interviews with adults in the four largest designated market areas (DMAs) in Pennsylvania – Philadelphia, Harrisburg-Lancaster-Lebanon-York, Wilkes-Barre/Scranton, and Pittsburgh. Participants are asked about their media usage habits, consumption patterns, and purchasing habits. 

The data that is collected is widely-used by advertising sales representatives to help their clients determine the best target audience for their product or service, as well as to identify the most effective way to reach these consumers.

To hopefully dispel, once and for all, the misconception that newspaper products are only read by those of advanced age, consider the recent data from Nielsen Scarborough.

Read more in the most recent issue of Insight »

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