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 84.8% of the 41.1% of readers who usually read the Front Page section, and reaches 78.2% of the 58.9% who don't usually read the Front Page Section. 
Radio reaches 85.5% of the 21.4% of readers who usually read the Sports section, and reaches 79.7% of the 78.6% who don't usually read the Sports section. 
Radio reaches 86.2% of the 21.2% of readers who usually read the Business section, and reaches 79.5% of the 78.8% who don't usually read the Business section. 
Radio reaches 82.6% of the 6.3% of readers who usually read the Auto Classified section, and reaches 80.8% of the 93.7% who don't usually read the Auto Classified section. 
Radio reaches 83.3% of the 6.6% of readers who usually read the Employment Classified Ads, and reaches 80.7% of the 93.4% who don't usually read the Employment Classified Ads. 
Radio Reaches 84.8% of the 11.2% of readers who usually read the Real Estate/Home section, and reaches 80.8% of the 88.8% who don't usually read the Real Estate/Home section. 
Source: The Media Audit – Year January 2012-March 2013 / 82-Market Report (Based on Daily Newspaper Readership estimates)