More than 71 percent of adults, or 165.6 million people, read a newspaper in print or online in the last week, according to new data from Scarborough Research.  The company examined newspaper readership as part of its USA+ Study (Release 1, 2010), a survey of more than 210,000 adults that captures media patterns and other consumer behaviors of adults across the country.

In addition, the data indicates that newspapers continue to attract consumers with buying power, with 80 percent of adults in households earning $100,000 or more reading a newspaper in print or online each week. Newspapers continue to attract highly educated consumers who are ready to shop and spend.  In an average week:

•    85 percent of adults who have done post-graduate work or who have advanced degrees read a print newspaper or visited a newspaper website

•    81 percent of women in a management or professional position with a household income of $100,000 a year or more read a newspaper in print or online; 73 percent read the print product

•    Full-time working women who shop read newspapers in large numbers.  A high percentage of those who bought at the following stores in the last 30 days read a newspaper in print or online last week: JC Penney (75 percent); Macy's (77 percent); Nieman Marcus (76 percent); Nordstrom (78 percent); Kohl's (76 percent); Target (75 percent); TJ Maxx (76 percent); Wal-Mart (74 percent)