![]() JS Editor Martin Kaiser offered that anecdote to retired TV anchor Mike Gousha during a public Q&A session at Marquette University in August.Ĭold-weather climates also tend to have higher readership, Meo notes. Milwaukeeans “eat their vegetables,” and are more concerned about civic issues, as a researcher told JS executives. Age may be a factor: While another Scarborough survey finds the median age of newspaper readers here is close to the national average, one academic survey finds Milwaukee’s white population is older than in most cities.Ī different demographic may help explain reader loyalty: More adults in Milwaukee grew up here compared to the average city, so they may have deeper community attachments. Its unemployment rate topped 5 percent in July, higher than the national average, and one think tank ranks it 32nd in the nation for educational attainment. The first two factors don’t really fit metro Milwaukee. So why is readership so high here? Gary Meo, a Scarborough senior VP, says communities with more education, higher employment rates and older populations tend to have higher market penetration. “That pass-along use is not shown in circulation numbers.” “We know people pick up a publication, in the workplace, for instance,” Colegrove says. They add an important dimension that circulation numbers (which, as recent scandals show, have their own problems) miss. In the Milwaukee-Waukesha market, Scarborough interviewed a sample of more than 1,500 people and reports a 3 percent margin of error.Īdvertisers find this data at least as reliable as any other research, says Sue Colegrove, vice president of media operations at Zizzo Group Advertising and Public Relations. These rankings don’t come from circulation figures, which show actual subscriptions and single copy sales, but from surveys by Scarborough Research. For the daily JS, the number is less dramatic – just 47 percent of area adults – but even that is second only to Long Island’s Newsday (50 percent) among the top 50 metros. ![]() Some 70 percent of Milwaukee-area adults read the Sunday Journal Sentinel, more than any newspaper in the nation’s 50 largest metro areas. Its circulation may be declining, and it has its share of detractors, but the Milwaukee Journal Sentinel is still remarkably popular.
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