Affluent Households Still Loyal to Hard Copy Print Readership

Comparing publications measured in both 2011 and 2012, affluent AIA was relatively stable at -1.3 percent. Ultra affluents consume approximately 25 percent more print media, reading an average of 23.5 issues across an average of 10 titles.

“Looking specifically at the 24 percent of affluents who read at least one of the six national daily newspapers measured in hard copy form, the total AIA increased by 3.9 percent, to 11.3 million,” says Steve Kraus, chief research & insights officer for Ipsos MediaCT’s Audience Measurement Group. “Readership incidence of these newspapers is also significantly higher among ultra affluents, reaffirming the continued need for an informed, in-depth daily ‘news fix’ among this highly-engaged segment.”