Newspaper editors often comfort themselves with the thought that the majority of people turn to newspapers as they get older as they have children, buy houses, settle into the community. It s not happening. Not among readers and not among newsroom staffs. There are very few products or services in America that don t have a demographic profile to their users or readers, Reinhardt said. It is no different for newspapers, especially daily newspapers.
Readership is affected by gender, particularly by age, by levels of education and income.
Probably the most significant thing we re now faced with is the turnover of generations. In the first 20 years of the 21st century, Reinhardt said, the nation becomes truly a pluralistic society. The United States was never homogeneous, but it is now becoming a truly pluralistic society. Age For pre-baby boomers, people born before 1946, on average 70 percent of them read a newspaper on a typical weekday. There is no evidence that reading increases with age.