Media fragmentation

July 2007
Marketing Management;Jul/Aug2007, Vol. 16 Issue 4, p7
This article discusses the results of a poll conducted by Harris Interactive that examined what percentages of adults in the U.S., Australia and five European countries read major daily newspapers. Of all the countries polled Spain had the highest percentage of daily readers at 13%. In Great Britain and Germany only 6% polled said they read daily newspapers. The article notes that with such small percentages of adults reading daily newspapers it is becoming increasingly difficult for new brands to gain exposure. Some of the reasons given for not reading newspapers ranged from not having enough time, to the papers being too biased, to the availability of news online. France and Italy were also included in the poll.


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