NEW DELHI: Newspapers are generally read in the United States only by people above 50 years of age while women dominate the reading of magazines.
According to the 2005 Middletown Media Study II conducted in US by Online Publishers Association and quoted by the World Association of Newspapers, web and radio are the two most accessed media at work in the United States, while television is the dominant medium at home.
Web and radio have a reach of 50 to 70 per cent and 40 to 60 per cent respectively at the workplace.The biggest audience for newspapers in the workplace is men over 50 of age, while the reach is under 20 per cent among other age groups. Magazines are most read by women, in particular those between 35 to 49 years of age. Men over 50 and both men and women aged 18 to 34 form the biggest audience for watching TV while at work.
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At home, TV is the dominant medium with about 80 per cent penetration, across all age groups, followed by the Web with a reach of around 40 to 60 per cent.
Even at home, the readers for newspapers are those over 50. For people 34 and under, newspapers’ reach is below 25 per cent. Magazines’ biggest audiences are among females, especially women in older age groups, according to the OPA study.
