SOCIAL MEDIA FOR DEFENSE: Just two in five US adults (43%) say they read a daily newspaper – either online or in print – almost every day, while 72% read one at least once a week and 81% read one at least once a month, according to a December 2009 Adweek Media/Harris Poll. The study found that one in ten adults (10%) say they never read a daily newspaper. Daily newspaper readership skews heavily toward the older age groups, the poll found. Almost two-thirds of those ages 55+ (64%) say they still read a daily newspaper almost every day. Younger Americans read newspapers less often. Just more than two in five of those ages 45-54 (44%) read a paper almost every day as do 36% of those ages 35-44. However, less than one-fourth of those ages 18-34 (23%) say they read a newspaper almost every day and 17% in this age group say they never read a daily newspaper. MORE
RELATED: Though many newspapers are exploring the possibility of charging a monthly fee to read a daily newspaper’s content online, the poll results suggest this tactic is unlikely to work. Three-fourths of online adults (77%) say they would not be willing to pay anything to read a newspaper’s content online. Among the minority willing to pay, one in five online adults (19%) would only pay between $1 and $10 a month for this online content and only 5% would pay more than $10 a month. MORE