"NNA: More readers still prefer local content," Biz Report, January 17, 2012.
Many of these readers are also reading 'hard copy' rather than online editions. According to the NNA research 74% of those living in communities in which the local paper has a circulation under 15,000 read that newspaper at least once each week.
Other interesting findings include:
• Local newspaper readers 'share' the paper with at least 2 other people
• Readers spend nearly 40 minutes reading newspaper content
• 73% read 'all or most' of their community newspaper
• 43% keep the paper at least six days
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