WHY RADIO FACT SHEET
Radio Reaches Newspaper Readers and Non-Readers

While many advertisers remain loyal to print, America’s newspapers are waging a tough battle to retain circulation and readership. Many people — especially younger people — don’t read the paper at all. Among those who do, most are selective about what sections they read. Using Radio in conjunction with newspaper helps you reach consumers who don’t read the paper and strengthens the impact of your message on those who did see the newspaper ad.


Radio Reaches Newspaper Readers and Non-Readers

Radio reaches 92.4% of the 42.1% of adults who usually read the Front Page section, and reaches 85.2% of the 57.9% who don't usually read the Front Page Section. 
Radio reaches 93.6% of the 20% of adults who usually read the Sports section, and reaches 86.8% of the 80% who don't usually read the Sports section. 
Radio reaches 92.1% of the 20% of adults who usually read the Business section, and reaches 86.9% of the 80% who don't usually read the Business section. 
Radio reaches 95.3% of the 4.9% of adults who usually read the Auto Classified section, and reaches 87.8% of the 96.1% who don't usually read the Auto Classified section. 
Radio reaches 96.8% of the 6.3% of adults who usually read the Employment Classified Ads, and reaches 87.6% of the 95.1% who don't usually read the Employment Classified Ads. 
Radio Reaches 92.9% of the 9.7% of adults who usually read the Real Estate/Home section, and reaches 87.7% of the 90.2% who don't usually read the Real Estate/Home section. 
Source: The Media Audit National Report 2015-2016 (Based on Daily Newspaper Readership estimates)