A new study has found a correlation between newspaper readership and podcast consumption.
MediaPost reports adults who have listened to podcasts in the past day as the study was being conducted showed a general market index of 100, according to The Media Audit.
However, those who read The Wall Street Journal had an index of 191, The New York Times had 186 and USA Today 174. In general, those who read newspapers at all scored 137.
Newspaper readers and podcast listeners alike tend to come from higher-income households. Those earning $100,000+ annually index at 118, college graduates at 115 and individuals with advanced degrees at 139.
“As media consumption habits evolve, these insights reaffirm the enduring relevance of newspapers while highlighting the increasing role of podcasts in reaching an influential, information-hungry audience,” says Phillip Beswick, CEO of The Media Audit. “The data makes it clear that publishers have a unique opportunity to align their print and digital assets with podcasting to strengthen audience engagement and drive revenue growth.”
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