Scarborough Research Releases Newspaper Penetration Report

NEW YORK, Feb. 11 /PRNewswire/ -- Scarborough Research released a report highlighting newspaper audience ratings for newspapers and their websites across the 81 local markets measured by the company. The Scarborough Newspaper Penetration Report features print, website, and Integrated Newspaper Audience (INA) ratings, and covers Scarborough local market data collected from August 2006 to September 2007.

According to the report, the Rochester Democrat & Chronicle ranks number one in local market (DMA(R)) adult penetration for print audience and Integrated Newspaper Audience (defined as the weekly net unduplicated audience of the printed newspaper and its website). Seventy-nine percent of adults in the Rochester, NY local market read the printed version of the Rochester Democrat & Chronicle during the past week. Together with its website, www.democratandchronicle.com, the publication reaches 81% of the Rochester market on a weekly basis.

Washingtonpost.com is the newspaper website with the greatest local penetration, according to the Scarborough report. Almost one-quarter (22 percent) of adults in the Washington D.C. local market visited the website during the past week.

"The Rochester Democrat & Chronicle has a long tradition of service to its community, and adults in Rochester rely on it for news and information," said Gary Meo, senior vice president, print and Internet services, Scarborough Research. "Washingtonpost.com is considered one of the industry's premier newspaper websites and is clearly a much valued resource among D.C. adults."

All data is derived from Scarborough's Local Market Studies, Release 2 2007. In addition to weekly print and website audience information, the full Newspaper Penetration Report features newspaper audience rankings for DMA and CBSA/MD geographies. It also has daily and Sunday newspaper penetration information. The report is delivered in a spreadsheet format which enables users to rank and analyze the information. The Scarborough Newspaper Penetration Report is available for purchase through Kristi Brumleve at kbrumleve@scarborough.com or 818-559-5453.

                            WEEKLY PRINT AUDIENCE

                                                                Weekly Print
                                                                  Audience
                                                               (% of adults in
                                                              the local market
                                           Local Market          who read or
    Rank       Newspaper                     (DMA(R))          looked into the
                                                                printed paper
                                                               during the past
                                                              five weekdays or
                                                                 past Sunday)

    1    Rochester Democrat & Chronicle    Rochester, NY                79%
    2    Gannett Wisconsin Newspapers*     Green Bay, WI                73%
    3    Des Moines Register               Des Moines, IA               70%
    4    Syracuse Post Standard            Syracuse, NY                 67%
    5    Richmond Times Dispatch           Richmond, VA                 66%

    * Gannett Wisconsin Newspapers include Appleton Post-Crescent/ Fond Du Lac
      Reporter/ Green Bay Press-Gazette/ Manitowoc-Herald Times Reporter/
      Oshkosh Northwestern



                           WEEKLY WEBSITE AUDIENCE

                                                                  Weekly
                                                                  Website
                                                                 Audience
                                                               (% of adults
                                                 Local         in the local
    Rank     Website(s)                          Market         market who
                                                (DMA(R))         visited a
                                                                newspaper's
                                                                website(s),
                                                                 during the
                                                                 past week)

    1  Washingtonpost.com                        Washington D.C.     22%
    2  Austin360/Statesman.com                   Austin, TX          19%
    3t CincyPost.com/Enquirer.com/Cincinnati.com Cincinnati, OH      18%
    3t SignOnSanDiego.com/UnionTrib.com          San Diego, CA       18%
    3t AJC.com/AccessAtlanta.com                 Atlanta, GA         18%



                        INTEGRATED NEWSPAPER AUDIENCE

                                                                 Integrated
                                                                  Newspaper
                                                                  Audience
                                                              (the weekly net
                                                                unduplicated
    Rank    Printed Newspaper;             Local Market          audience of
               Website(s)                   (DMA(R))             the printed
                                                                newspaper and
                                                               its website(s))

    1    Rochester Democrat & Chronicle;
         DemocratandChronicle.com          Rochester, NY              81%
    2    Gannett Wisconsin Newspapers*     Green Bay, WI              76%
    3    Des Moines Register;
         DesMoinesRegister.com             Des Moines, IA             71%
    4    Richmond Times Dispatch;
         TimesDispatch.com                 Richmond, VA               69%
    5    Syracuse Post Standard;
         Syracuse.com                      Syracuse, NY               68%

    *Gannet Wisconsin Newspapers includes Appleton Post-Crescent/Fond Du Lac
     Reporter/Green Bay Press-Gazette/ Manitowoc-Herald Times Reporter/
     Oshkosh Northwestern. Associated websites are PostCrescent.com/
     FDLReporter/ GreenBayPressGazette.com/ HTRNews.com/ TheNorthwestern.com.

About Scarborough Research

Scarborough Research (www.scarborough.com, info@scarborough.com) measures the lifestyle and shopping patterns, media behaviors, and demographics of American consumers. Products and services include the Media Rating Council (MRC) accredited consumer insight studies in 81 Top-Tier Markets, and a Multi- Market Study. Scarborough Research also has Scarborough USA+ (a national database), Hispanic studies, and custom research solutions among its service portfolio. With more than 30 years of experience, Scarborough measures 2,000 consumer categories and serves a broad client base that includes marketers, advertising agencies, print and electronic media (broadcast and cable television, radio stations) sports teams and leagues, and out-of-home media companies. Surveying more than 220,000 adults annually, Scarborough is a joint venture between Arbitron Inc. (www.arbitron.com) and The Nielsen Company (www.nielsen.com).