The Rochester Democrat and Chronicle and washingtonpost.com took top honors in Scarborough Research’s biannual Newspaper Penetration Report.  According to the survey, the Rochester Democrat and Chronicle’s print edition was read by 78 percent of the adults in the market.  It also took the top spot in the Integrated Newspaper Audience rankings, which measures the percent of adults in a market who read the newspaper in print form, on the Internet, or did both during the past week, with 80 percent.
Washingtonpost.com was the leading newspaper website, with 24 percent of adults in …

Rochester, NY, is the top U.S. city for newspaper readership, according to a new analysis of Integrated Newspaper Audience (INA) data from Scarborough Research, a partnership between Arbitron and The Nielsen Company. A higher percentage of adults in Rochester, NY, are reading newspapers in print or online than in any other U.S. market. The INA of Rochester is 87% – meaning that 87% of adults in the Rochester DMA read a printed newspaper, a newspaper’s website, or did both during the past week. Following closely behind are Cleveland, OH and …

Columbus, OH is the number one sports town in the U.S., Scarborough Sports Marketing, a joint partnership with Nielsen and Arbitron, reported Wednesday.
Two-thirds (66%) of adults in Columbus reported being “very” interested in at least one of the 29 sports measured by Scarborough, including the major leagues, motor sports, college sports, minor leagues, and the Olympics, among others.
Boston (64%), Buffalo (63%), and Pittsburgh (63%) rounded out the top sports markets.

Coupon clipping is on the rise, according to Nielsen.
In June, a Nielsen survey of 50,000 consumers found that nearly one-third used grocery coupons once a week or more.  In December 2007, just one-fourth of those surveyed were clipping coupons at that rate, the Pittsburgh Post-Gazette reported Thursday. 
According to a separate study by Scarborough Research, a joint partnership with Nielsen and Arbitron, Milwaukee residents reported the highest rates of coupon clipping — 40% of all city households use grocery coupons once a week or more. 
Rochester, NY ranked second, with 38% of …