The latest findings by The Media Audit indicate a link between heavy newspaper readership and radio format choices, showing that heavy newspaper readers also gravitate towards news and talk formats when they switch to radio. More than 50% of those surveyed in 80-plus metro U.S. markets say they listen to news, news-talk, news-talk-sports, and sports formats and are heavy newspaper readers (someone who spends at least one hour a day reading a newspaper).
The 24 million adults surveyed that fell into the heavy newspaper reader category is pretty evenly split between males, 51.1% and females, 48.9%. Amongst women who are heavy newspaper readers: 43.4% listen to the news-talk format; 41.1% choose the news format; 39.8% news-talk-sports; and 20.0% listen to the sports format. When it comes to men, 80% of heavy newspaper readers listen to the sports format, 58.9% tune to the news format, and 60.2% choose news-talk. The Media Audit is a multimedia, qualitative audience survey from International Demographics of Houston, Texas.
