Loechner, J. (2009, November 23). Measurement: Newspaper Readers or Circulation? MediaPost Publications. Retrieved November 23, 2009, from http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=117854
From the research summary of Scarborough’s study, “The analysis of Scarborough audience data not only indicated that newspapers are being read by a majority of adults in print and online, but also that these Integrated Newspaper Audiences continue to attract educated, affluent readers.”
