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NEW
DELHI: Newspapers are generally read in the United States
only by people above 50 years of age while women dominate
the reading of magazines.
According
to the 2005 Middletown Media Study II conducted in US
by Online Publishers Association and quoted by the World
Association of Newspapers, web and radio are the two
most accessed media at work in the United States, while
television is the dominant medium at home.
Web
and radio have a reach of 50 to 70 per cent and 40 to
60 per cent respectively at the workplace.
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The
biggest audience for newspapers in the workplace is
men over 50 of age, while the reach is under 20 per
cent among other age groups. Magazines are most read
by women, in particular those between 35 to 49 years
of age. Men over 50 and both men and women aged 18 to
34 form the biggest audience for watching TV while at
work.
At
home, TV is the dominant medium with about 80 per cent
penetration, across all age groups, followed by the
Web with a reach of around 40 to 60 per cent.
Even
at home, the readers for newspapers are those over 50.
For people 34 and under, newspapers' reach is below
25 per cent. Magazines' biggest audiences are among
females, especially women in older age groups, according
to the OPA study.
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