Publisher Lee Enterprises reports that papers such as the St. Louis Post-Dispatch and other smaller titles across the US have grown in popularity in print and online amongst adults and younger audiences.

A study by Wilkerson & Associates shows that print papers are read by 65% of adults, compared to 61% last year. Print and online, when linked up, reach 71% in 2008, as opposed to 66% last year. The age group 18-29 shows more interest in print publications, with an increase from 48% to 55% year-on-year.

"Because of cross-promotion, users of our online sites have become more inclined to pick up a printed newspaper, where we provide greater context and perspective, as well as portability," said Suzanna Frank, Lee Enterprises vice president.

Frank mentioned that even though paid circulation may be dropping in the US, it only gauges the number of copies sold and not the number of readers that access each copy.

Source: Reuters