The Toledo Blade was a part of a report by Scarborough Research titled: 2008 Newspaper Audience Rating Report as noted in Editor and Publisher today. It looked at the reach of a newspaper in a particular market through its Web site and print. The Toledo Blade print reach decreased 5% from the year before (from 58% to 53%). It's Web site remained the same at 7% and the integrated reach (Web and Print) for the Toledo market decreased 4% (from 59% to 54%).
The article noted that 54% integrated reach is nothing to laugh at, but if the current trend continues soon, the integrated reach will drop to less than 50%, and for the Toledo market that would be unprecedented.
You can read the full report at:
http://www.editorandpublisher.com/eandp/search/article_display.jsp?vnu_c...
Thank you Toledo Free Press!
As Toledo's population drops by a steady 1000 "economic refugees" each year, the people left are less economically able to flee by definition. These people are not READERS, by associated definition.
it's good for the smaller papers in toledo. :)
Thank you Toledo Free Press!
Billy, where in the article does it state that free tabloids have any impact on declining print readership?
In fact, this article is not so much a black mark for The Blade as it is for all print newspapers country wide (desite the ill-advised title of this post). The article states that in most cities, online newspaper readership is growing (or flat at least). It's called creative destruction.