Lee Enterprises, newspaper publisher of the St. Louis Post-Dispatch and a number of smaller papers across the United States says the reach of its papers and online sites among young adults has grown from 54 to 64 percent over the last year.
The findings are from a comprehensive audience study by Wilkerson & Associates in Lee's 10 largest markets. It measured the seven-day reach of newspapers and their online sites from January to June in 2007 and 2008.
The combined reach of Lee newspapers and their online sites over the course of a week grew from 66 percent of all adults in 2007 to 71 percent in 2008. The printed newspapers alone reach 65 percent of all adults in 2008, compared with 61 percent during the same six-month period a year ago.
The reason, she said, is that the two media compliment each other. "In addition to providing a growing range of unique, interactive content, we update our online sites with local news continually throughout the day."
"Our sites have become the first as well as best source for local news and information. Because of cross-promotion, users of our online sites have become more inclined to pick up a printed newspaper, where we provide greater context and perspective, as well as portability."
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