Washingtonpost.com was the leading newspaper website, with 24 percent of adults in the local market visiting the newspaper’s web site in the past week. 

Weekly Print Audience 

 * Gannett Wisconsin Newspapers include Appleton Post-Crescent, Fond du Lac Reporter, Green Bay Press-Gazette, Manitowoc Herald Times Repoter, Oshkosh Northwestern

Weekly Website Audience 

Integrated Newspaper Audience

Read the full press release.

“This data begs the question: is the constant negative news feed on the industry warranted when newspapers are actually being read by three-fourths of the adult population? When you look at audience data, it seems irrational that advertisers are leaving newspapers because the numbers speak for themselves,” said Gary Meo, senior vice president, print and digital media, Scarborough Research.

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 households clipping grocery coupons with this frequency, while Buffalo, NY; Toledo and Columbus, OH; Hartford and New Haven, CT; and Pittsburgh, Wilkes-Barre, and Scranton, PA, where 36% of households are regular coupons clippers, tied for third place. 

Albuquerque and Sante Fe, NM households had the lowest rate of coupon clipping — just 14% use coupons on a regular basis, according to Scarborough.