| Newspaper Readership, Interests, Needs and Reader Evaluation Among Men and Women
Published: October 14, 1998
Last Updated: January 12, 2000
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Men and women share quite similar newspaper readership patterns - both
daily and Sunday. Three out of four men and women read a daily newspaper
in the last week and an equal number read a Sunday paper in the last month.
The one difference that exists between men and women is that women are
somewhat less likely to be regular readers.
NEWSPAPER READERSHIP
|
TOTAL
|
MALE
|
FEMALE
|
| |
%
|
%
|
%
|
| READ DAILY NEWSPAPERS: |
|
| PAST WEEK |
76
|
76
|
76
|
| YESTERDAY |
59
|
61
|
58
|
| REGULARLY (5, 4, ISSUES) |
51
|
54
|
49
|
| OCCASIONALLY (3,2,1 ISSUES) |
25
|
22
|
27
|
| READ SUNDAY NEWSPAPERS: |
|
| PAST MONTH |
76
|
76
|
75
|
| PAST SUNDAY |
67
|
68
|
66
|
Why Do Women Read Less Frequently Than Men?
An analysis of reader interests and of reader evaluations of newspapers
suggests that women may read less regularly, not because of more limited
interests or a more negative view of newspapers, but rather because they
have a more limited amount of discretionary time available during the week.
Women also have less time than men on Sundays, however the total amount
of time available to both men and women increases dramatically on
Sunday.
TIME SPENT AT VARIOUS ACTIVITIES
|
TOTAL
|
MALE
|
FEMALE
|
| AT WORK |
6.5
|
6.9
|
6.0
|
| COMMUTING |
0.7
|
0.8
|
0.7
|
| DOING CHORES/ERRANDS |
4.1
|
3.0
|
5.1
|
| LEFT OVER FOR SELF DURING THE WEEK |
4.4
|
4.8
|
4.0
|
| LEFT OVER FOR SELF ON SUNDAYS |
7.8
|
8.8
|
7.0
|
Newspaper Needs and Expectations of Men Versus Women
Men and women have very different needs and expectations when it comes
to media.
Editorial Content
Women express greater interest in a wide variety of editorial topics
particularly:
-
Clothes and fashion
-
Health and fitness
-
Local community/neighborhood news
-
Faith and religion
-
News and information that helps your local community to deal with problems
-
TV listings and news about television
Men express greater interest than women only in sports, science and technology
and business.
RATING OF IMPORTANCE OF CONTENT AREAS
|
TOTAL
|
MALE
|
FEMALE
|
NET DIFF.
|
| |
%
|
%
|
%
|
%
|
| TOP 2 BOXES ON A 10
POINT SCALE |
|
| CLOTHES AND FASHION |
28
|
17
|
38
|
+21
|
| HEALTH AND FITNESS |
53
|
45
|
60
|
+15
|
| FAITH AND RELIGION |
42
|
35
|
49
|
+14
|
| NEWS ABOUT YOUR LOCAL COMMUNITY/NEIGHBORHOOD |
76
|
69
|
83
|
+14
|
| NEWS AND INFORMATION THAT HELPS YOUR LOCAL
COMMUNITY TO DEAL WITH PROBLEMS |
74
|
68
|
79
|
+11
|
| TV LISTINGS AND NEWS ABOUT TELEVISION |
39
|
34
|
44
|
+10
|
| WEATHER |
77
|
72
|
81
|
+9
|
| NEWS AND INFORMATION ABOUT ENTERTAINMENT
AVAILABLE IN YOUR AREA, SUCH AS MOVIES, CONCERTS, RESTAURANTS, ETC. |
50
|
46
|
55
|
+9
|
| ENVIRONMENTAL NEWS |
57
|
53
|
61
|
+8
|
| CRIME NEWS |
56
|
52
|
60
|
+8
|
| INVESTIGATION OF IMPORTANT ISSUES |
72
|
68
|
76
|
+8
|
| LOCAL GOVERNMENT AND POLITICAL NEWS |
57
|
53
|
60
|
+7
|
| STATE NEWS |
63
|
59
|
66
|
+7
|
| OPINION AND ANALYSIS |
40
|
39
|
40
|
+1
|
| LOCAL BUSINESS NEWS |
49
|
49
|
49
|
=
|
| WORLD AND NATIONAL NEWS |
71
|
71
|
71
|
=
|
| HIGH SCHOOL SPORTS |
25
|
26
|
25
|
-1
|
| PERSONAL FINANCE AND INVESTING |
45
|
47
|
44
|
-3
|
| NATIONAL BUSINESS NEWS |
42
|
45
|
40
|
-5
|
| SCIENCE AND TECHNOLOGY |
55
|
59
|
51
|
-8
|
| COLLEGE SPORTS |
33
|
42
|
25
|
-17
|
| PROFESSIONAL SPORTS |
40
|
50
|
31
|
-19
|
| SPORTS SCORES AND STATISTICS |
36
|
47
|
25
|
-22
|
1/ Based on those responding.
The Importance of Advertising
Newspaper advertising is generally more important to women than to men.
Women express substantially greater interest in virtually all types of
advertising, particularly:
-
Food and grocery ads
-
Health and beauty ads
-
Clothing ads
-
Ads for stores other than supermarkets, that you shop in
Men express somewhat greater interest in only two types of ads - ads for
sporting events and auto ads.
RATING OF IMPORTANCE OF ADVERTISING CONTENT
|
TOTAL
|
MALE
|
FEMALE
|
NET DIFF.
|
| |
%
|
%
|
%
|
%
|
| TOP 2 BOXES |
|
| FOOD AND GROCERY ADS |
58
|
45
|
70
|
+25
|
| HEALTH AND BEAUTY ADS |
32
|
19
|
44
|
+25
|
| CLOTHING ADS |
37
|
25
|
48
|
+23
|
| ADS FOR STORES, OTHER THAN SUPERMARKETS,
THAT YOU SHOP IN |
51
|
41
|
61
|
+20
|
| ADS THAT ARE PRESENTED ATTRACTIVELY |
55
|
47
|
63
|
+16
|
| LETTING YOU DO COMPARISON SHOPPING |
63
|
56
|
71
|
+15
|
| GIVING PRICES OF PRODUCTS AND SERVICES |
69
|
61
|
76
|
+15
|
| HELPING YOU TO SAVE MONEY |
69
|
61
|
76
|
+15
|
| HELPING YOU TO SAVE TIME |
61
|
53
|
67
|
+14
|
| MAKING YOU FEEL GOOD ABOUT THE PRODUCTS IT
ADVERTISES |
44
|
37
|
51
|
+14
|
| MAKING IT EASY TO KNOW WHERE TO GO TO FIND
THE PRODUCTS YOU WANT |
72
|
65
|
77
|
+12
|
| GIVING YOU AS GOOD AN IDEA AS POSSIBLE OF
WHAT PRODUCTS ACTUALLY LOOK LIKE |
62
|
56
|
68
|
+12
|
| LETTING YOU KNOW ABOUT NEW PRODUCTS AND PRODUCT
FEATURES |
60
|
54
|
65
|
+11
|
| ADS FOR ENTERTAINMENT EVENTS/ACTIVITIES |
53
|
47
|
58
|
+11
|
| ADS FOR JOB OPPORTUNITIES |
45
|
40
|
50
|
+10
|
| ADS THAT ARE IN COLOR |
46
|
42
|
50
|
+8
|
| REAL ESTATE ADS |
26
|
23
|
29
|
+6
|
| AUTO ADS |
31
|
33
|
28
|
-5
|
| ADS FOR SPORTING EVENTS |
35
|
41
|
29
|
-12
|
1/ Based on those responding.
Expectations Regarding the Experience of Media and How News and Information
are Delivered Among Men and Women
Women have higher expectations for the media than do men. Women place
greater importance on a wide variety of expectation of the news media.
In particularly, women place greater importance on the media:
-
Caring about people like you
-
Sparking your emotions
-
Reflecting your views and values
-
Being used by people you respect
-
Looking for solutions, not just problems
-
Reflecting your personal beliefs and values
-
Holding your attention
-
Being enjoyable and interesting
RATING OF IMPORTANCE OF EXECUTION AND IMAGE OF NEWS MEDIA
|
TOTAL
|
MALE
|
FEMALE
|
NET DIFF.
|
| |
%
|
%
|
%
|
%
|
| TOP 2 BOXES ON A 10
POINT SCALE |
|
| CARES ABOUT PEOPLE LIKE YOU |
60
|
53
|
66
|
+13
|
| SPARKS YOUR EMOTIONS |
44
|
38
|
50
|
+12
|
| REFLECTS YOUR PERSONAL BELIEFS AND VALUES |
41
|
36
|
47
|
+11
|
| IS USED BY PEOPLE YOU RESPECT |
63
|
57
|
68
|
+11
|
| LOOKS FOR SOLUTIONS, NOT JUST PROBLEMS |
63
|
57
|
68
|
+11
|
| GIVES YOU THINGS TO TALK ABOUT WITH OTHERS |
63
|
57
|
68
|
+11
|
| MAKES YOU FEEL LIKE YOU'RE ACTUALLY THERE |
39
|
34
|
44
|
+10
|
| IS ENJOYABLE AND ENTERTAINING |
58
|
53
|
63
|
+10
|
| HOLDS YOUR ATTENTION |
72
|
67
|
77
|
+10
|
| FITS EASILY INTO YOUR DAILY SCHEDULE |
69
|
64
|
73
|
+9
|
| CONTAINS INFORMATION THAT IS HELPFUL IN YOUR
DAILY LIFE |
68
|
64
|
73
|
+9
|
| PROVIDES POSITIVE NEWS |
60
|
56
|
64
|
+8
|
| CAN BE USED ANYWHERE AND ANY TIME THAT YOU
WANT |
63
|
59
|
67
|
+8
|
| HELPS YOU TO REALLY UNDERSTAND THE THINGS
THAT IT DISCUSSES |
75
|
71
|
79
|
+8
|
| PROVIDES DEPTH |
67
|
63
|
70
|
+7
|
| IS A GOOD VALUE FOR THE MONEY |
70
|
66
|
73
|
+7
|
| IS EASY TO USE |
75
|
71
|
78
|
+7
|
| ORGANIZES INFORMATION WELL |
75
|
71
|
78
|
+7
|
| MAKES YOU THINK |
77
|
73
|
80
|
+7
|
| ALLOWS YOU TO GET THE INFORMATION THAT YOU
WANT QUICKLY |
75
|
71
|
78
|
+7
|
| IS INTERESTING |
76
|
73
|
79
|
+6
|
| IS RELAXING |
40
|
37
|
43
|
+6
|
| IS TIMELY AND UP-TO-DATE |
87
|
84
|
90
|
+6
|
| IS FAIR |
72
|
70
|
75
|
+5
|
| FOCUSES ON WHAT'S IMPORTANT |
74
|
72
|
76
|
+4
|
| SURPRISES YOU |
36
|
34
|
38
|
+4
|
| IS BELIEVABLE |
73
|
71
|
75
|
+4
|
| IS ACCURATE |
79
|
77
|
81
|
+4
|
| STIRS YOUR IMAGINATION |
52
|
51
|
52
|
+1
|
1/ Based on those responding.
Reader Satisfaction with Newspapers: Men Versus Women
Women give newspapers consistently higher performance ratings for:
-
Editorial content
-
Advertising
-
Execution, image and news delivery
RATING OF NEWSPAPERS ON CONTENT
|
TOTAL
|
MALE
|
FEMALE
|
NET DIFF.
|
| |
%
|
%
|
%
|
%
|
| TOP 2 BOXES |
|
| WEATHER |
61
|
54
|
67
|
+13
|
| HEALTH AND FITNESS |
39
|
33
|
44
|
+11
|
| INVESTIGATION OF IMPORTANT ISSUES |
60
|
54
|
65
|
+11
|
| WORLD AND NATIONAL NEWS |
64
|
59
|
69
|
+10
|
| SCIENCE AND TECHNOLOGY |
41
|
36
|
46
|
+10
|
| NEWS AND INFORMATION THAT HELPS YOUR LOCAL
COMMUNITY TO DEAL WITH PROBLEMS |
55
|
50
|
60
|
+10
|
| NEWS ABOUT YOUR LOCAL COMMUNITY/ NEIGHBORHOOD |
64
|
59
|
68
|
+9
|
| LOCAL GOVERNMENT AND POLITICAL NEWS |
67
|
62
|
71
|
+9
|
| FAITH AND RELIGION |
39
|
34
|
43
|
+9
|
| ENVIRONMENTAL NEWS |
49
|
44
|
53
|
+9
|
| CRIME NEWS |
72
|
68
|
76
|
+8
|
| TV LISTINGS AND NEWS ABOUT TELEVISION |
68
|
64
|
72
|
+8
|
| CLOTHES AND FASHION |
43
|
38
|
45
|
+7
|
| LOCAL BUSINESS NEWS |
61
|
57
|
64
|
+7
|
| PERSONAL FINANCE AND INVESTING |
48
|
44
|
51
|
+7
|
| STATE NEWS |
67
|
64
|
70
|
+6
|
| OPINION AND ANALYSIS |
54
|
51
|
56
|
+5
|
| NATIONAL BUSINESS NEWS |
56
|
54
|
59
|
+5
|
| NEWS AND INFORMATION ABOUT ENTERTAINMENT
AVAILABLE IN YOUR ARE, SUCH AS MOVIES, CONCERTS, AND RESTAURANTS, ETC. |
71
|
68
|
73
|
+5
|
| COLLEGE SPORTS |
67
|
65
|
69
|
+4
|
| HIGH SCHOOL SPORTS |
67
|
66
|
69
|
+3
|
| PROFESSIONAL SPORTS |
71
|
71
|
73
|
+2
|
| SPORTS SCORES AND STATISTICS |
74
|
74
|
74
|
=
|
1/ Based on those responding.
RATING OF NEWSPAPERS ON ADVERTISING
|
TOTAL
|
MALE
|
FEMALE
|
NET DIFF.
|
| |
%
|
%
|
%
|
%
|
| TOP 2 BOXES |
|
|
|
|
| CLOTHING ADS |
58
|
48
|
62
|
+14
|
| ADS FOR STORES, OTHER THAN SUPERMARKETS,
THAT YOU SHOP IN |
62
|
54
|
68
|
+14
|
| ADS THAT ARE PRESENTED ATTRACTIVELY |
51
|
44
|
58
|
+14
|
| HELPING YOU TO SAVE MONEY |
62
|
55
|
68
|
+13
|
| HEALTH AND BEAUTY ADS |
47
|
38
|
51
|
+13
|
| FOOD AND GROCERY ADS |
77
|
71
|
82
|
+11
|
| HELPING YOU TO SAVE TIME |
51
|
45
|
56
|
+11
|
| LETTING YOU KNOW ABOUT NEW PRODUCTS AND FEATURES |
53
|
47
|
57
|
+10
|
| MAKING IT EASY TO KNOW WHERE TO GO TO FIND
THE PRODUCTS YOU WANT |
67
|
62
|
72
|
+10
|
| GIVING PRICES OF PRODUCTS AND SERVICES |
65
|
60
|
69
|
+9
|
| MAKING YOU FEEL GOOD ABOUT THE PRODUCTS IT
ADVERTISES |
48
|
43
|
52
|
+9
|
| ADS IN COLOR |
51
|
47
|
55
|
+8
|
| GIVING YOU AS GOOD AN IDEA AS POSSIBLE OF
WHAT PRODUCTS ACTUALLY LOOK LIKE |
50
|
46
|
54
|
+8
|
| LETTING YOU DO COMPARISON SHOPPING |
63
|
59
|
66
|
+7
|
| REAL ESTATE ADS |
63
|
59
|
65
|
+6
|
| ADS FOR ENTERTAINMENT EVENTS/ACTIVITIES |
66
|
62
|
68
|
+6
|
| ADS FOR JOB OPPORTUNITIES |
72
|
69
|
74
|
+5
|
| ADS FOR SPORTING EVENTS |
65
|
64
|
67
|
+3
|
| AUTO ADS |
63
|
64
|
62
|
-2
|
1/ Based on those responding.
RATING OF NEWSPAPERS ON EXECUTION AND IMAGE
|
TOTAL
|
MALE
|
FEMALE
|
NET DIFF.
|
| |
%
|
%
|
%
|
%
|
| TOP 2 BOXES |
|
| IS TIMELY AND UP TO DATE |
75
|
69
|
80
|
+11
|
| CAN BE USED ANYWHERE AND ANY TIME THAT YOU
WANT |
68
|
62
|
73
|
+11
|
| IS USED BY PEOPLE YOU RESPECT |
68
|
62
|
73
|
+11
|
| STIRS YOUR IMAGINATION |
45
|
40
|
49
|
+9
|
| FOCUSES ON WHAT'S IMPORTANT |
61
|
56
|
65
|
+9
|
| IS INTERESTING |
61
|
56
|
65
|
+9
|
| MAKES YOU THINK |
63
|
58
|
67
|
+9
|
| CARES ABOUT PEOPLE LIKE YOU |
44
|
39
|
48
|
+9
|
| GIVES YOU THINGS TO TALK ABOUT WITH OTHERS |
69
|
64
|
73
|
+9
|
| MAKES YOU FEEL LIKE YOU'RE ACTUALLY THERE |
37
|
32
|
41
|
+9
|
| IS EASY TO USE |
74
|
70
|
78
|
+8
|
| ALLOWS YOU TO GET THE INFORMATION THAT YOU
WANT QUICKLY |
61
|
57
|
65
|
+8
|
| IS A GOOD VALUE FOR THE MONEY |
68
|
64
|
72
|
+8
|
| HELPS YOU TO REALLY UNDERSTAND THE THINGS
IS DISCUSSES |
60
|
56
|
64
|
+8
|
| IS RELAXING |
54
|
50
|
58
|
+8
|
| IS ENJOYABLE AND ENTERTAINING |
53
|
49
|
57
|
+8
|
| HOLDS YOUR ATTENTION |
57
|
53
|
61
|
+8
|
| CONTAINS INFORMATION THAT IS HELPFUL IN YOUR
DAILY LIFE |
59
|
55
|
63
|
+8
|
| SURPRISES YOU |
41
|
38
|
45
|
+7
|
| REFLECTS YOUR PERSONAL BELIEFS AND VALUES |
38
|
34
|
41
|
+7
|
| SPARKS YOUR EMOTIONS |
47
|
43
|
50
|
+7
|
| ORGANIZES INFORMATION WELL |
68
|
64
|
71
|
+7
|
| LOOKS FOR SOLUTIONS, NOT JUST PROBLEMS |
43
|
40
|
46
|
+6
|
| IS BELIEVABLE |
57
|
54
|
60
|
+6
|
| PROVIDES POSITIVE NEWS |
47
|
44
|
50
|
+6
|
| FITS EASILY INTO YOUR DAILY SCHEDULE |
69
|
66
|
71
|
+5
|
| PROVIDES DEPTH |
56
|
53
|
58
|
+5
|
| IS ACCURATE |
56
|
54
|
57
|
+3
|
| IS FAIR |
47
|
46
|
49
|
+3
|
1/ Based on those responding.
|
