Newspaper Audience Ratings – Web, Print, Integrated – Issued

February 12, 2008

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The Rochester Democrat & Chronicle and have the highest adult penetration in their local markets among printed newspapers and newspaper websites, according to (pdf) a new Scarborough Research report.

The Scarborough Newspaper Penetration Report features print, website, and Integrated Newspaper Audience (INA) ratings (defined as the weekly net unduplicated audience of the printed newspaper and its website), and covers data collected from August 2006 to September 2007.

Rochester Democrat & Chronicle ranks number one in local market (DMA) adult penetration for print audience and Integrated Newspaper Audience:

  • 79% of adults in the Rochester, NY local market had read the printed version of the Rochester Democrat & Chronicle in the previous week.
  • Together with its website,, the publication reaches 81% of the Rochester market on a weekly basis. is the newspaper website with the greatest local penetration, according to the report. Almost one-quarter (22%) of adults in the Washington DC local market had visited the website in the previous week.

Top 5 print, web and integrated weekly audience tables:







About the report: 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.

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