NNN: We Make Newspapers National

Surprise! Newspaper Readership Shows Uptick in Top 100 Markets
MRI Reports Readership Growth of 2.5%

Newspaper readership in the top 100 markets grew to 80.6 million, up from 78.7 million, a gain of 2.5%, based on the most recent Spring 2008 Mediamark Research & Intelligence (MRI) survey as compared to the prior year. MRI tracks daily newspaper readership in the top 100 markets for Newspaper National Network LP and reports the NNN 100 Daily Code.

While daily newspaper circulation in the top 100 markets has been in decline, there are several factors which can explain why readership has increased:

Newspaper websites have shown consistent growth in unique visitors, and may be drawing in new or returning print readers.
Publishers have cut marginal circulation, not core circulation. These copies went to less frequent readers.
Secondary readership is up, as more newspaper readers are reading copies they did not purchase themselves.
Free daily newspapers like Metro or am New York which are appealing to new newspaper readers.

This is the second survey in a row showing an increase in NNN 100 Daily newspaper readership, with the Fall 2007 survey up 1.8%. These are the first increases the measure has shown since it was created in Fall 2003. In addition, the median household income of newspaper readers grew 4.9%, to $64,861.

“In a challenging environment for newspaper publishers, the MRI results are welcome news,” said Jason E. Klein, President and CEO of Newspaper National Network LP. “Readership growth is good news for advertisers since it means more ad exposures,” he said.

MRI Study Date	NNN 100 Daily Readership	MRI Study Date	NNN 100 Daily Readership
Fall 2003	85,254	Spring 2004	85,457
Fall 2004	84,836	Spring 2005	84,214
Fall 2005	83,593	Spring 2006	81,131
Fall 2006	79,117	Spring 2007	78,650
Fall 2007	80,530	Spring 2008	80,623

Median Household Income

Code	Spring 2007	Spring 2008	Increase
NNN Top 100	$61,848	$64,861	+$3,013, or 4.9%

The NNN codes were first introduced in Fall 2003 to enable advertisers to more readily evaluate the broad reach provided by multi-market newspaper buys as compared with magazines.

The “NNN Top 100 Daily” code covers all daily newspapers in the top 100 DMAs, and delivers a readership of 80.6 million. The code supplements the “any daily newspaper” code with a benchmark that replicates a top 100 market buy that an advertiser can actually purchase through Newspaper National Network LP. The code may be accessed by any MRI client, and can be used to compare the reach, demographics, and purchasing behavior of an NNN newspaper buy versus a competitive media schedule.

Jeannine Lewis joined NNN on June 16th as Digital Sales Executive, West Coast. Lewis, who is based in Malibu, CA, has been North American Ad Director for Habbo.com, a virtual world for teenagers. She has extensive online sales experience at Variety and The Hollywood Reporter. Lewis reports to Ian Owen-Ward.

Angelo Lomonte joined NNN as Sales Executive, Packaged Goods, in NY on June 30th reporting to Lynn Lehmkuhl. Lomonte has been a NNN client and most recently was VP, Associate Media Director at MediaVest on P&G Pharmaceutical and Kraft Coffee. He has also been a Media Supervisor at Deutsch LA on T.G.I. Friday’s and OMD NY on Pepsi, Hershey, and Michelin.

Kate Goebel joined the NNN on April 14th as Digital Sales Executive for the East Coast. Goebel, who is based in New York City, comes from Dennis Publishing where she was the Online Account Executive for theweekdaily.com. Prior to that she worked at Sports Illustrated as Marketing Manager. Goebel reports to Ian Owen-Ward.

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