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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.
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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