| Unweighted | Weighted | |
| Cronkite City | 600 | 60 |
| Flywheel Flats | 201 | 40 |
| Total | 801 | 100 |
**Sampling error for total sample is +/- 3.5%
| 2000 | 2006 | 2012 | |
| Read a Newspaper in the Past 7 Days (% of total adults) | 83 | 71 | 59 |
| The Cronkite Chronicle (as a % of adults that responded affirmatively to reading a newspaper) | 70 | 67 | 67 |
| The Flats Roundup (as a % of adults that responded affirmatively to reading a newspaper) | 16 | 19 | 23 |
| Other | 14 | 14 | 10 |
The Chronicle dominates the county, however it is facing stiff competition from The Flats Roundup. Total newspaper readership is declining rapidly, as is readership of other newspapers (mostly national titles).
| 2000 | 2006 | 2012 | |
| Average Issues Read in the Last Week (Issues read by total adults) | 3.3 | 2.5 | 1.9 |
| Average Issues Read in the Last Week (Issues read by newspaper readers) | 4.9 | 3.8 | 2.9 |
| Own a home | 5.0 | 3.9 | 3.0 |
| Female | 5.3 | 4.1 | 3.2 |
| Male | 4.4 | 3.6 | 2.7 |
| Income of $75K+ | 5.1 | 4.0 | 3.3 |
| Income less than 75K+ | 4.2 | 3.5 | 2.7 |
| Working FT/PT | 4.8 | 3.6 | 2.9 |
| Not working/retired | 5.3 | 4.3 | 4.2 |
| Age 18-34 | 3 | 2.9 | 1.4 |
| Age 34-55 | 4.9 | 3.9 | 3.1 |
| Age 55+ | 5.9 | 5.0 | 4.8 |
Newspaper readership frequency is in decline consistent with national averages. Particularly troubling is the demographic reliance on the 55+ demographic. Newspapers will not be able to depend on younger readers.
| Average Time Spent Reading a Newspaper (Expressed as a % of newspaper readers, not total adults) |
2000 | 2006 | 2012 |
| <15 minutes | 13 | 19 | 25 |
| 16-30 minutes | 41 | 37 | 46 |
| 31-45 minutes | 25 | 23 | 14 |
| >45 minutes | 21 | 21 | 15 |
Readers continue to spend time with the newspaper, but many comments were geared to it being physically smaller with less news. Thus the average time is becoming smaller.
| 2006 | 2012 | |
| Visited Newspaper Website in the Past 30 Days (as a % of total adults) | 37 | 59 |
| www.croniclenews.com | 18 | 33 |
| www.ffroundup.com | 7 | 21 |
Chroniclenews.com is doing well versus the other newspaper website, but is not growing as fast.
| 2006 | 2012 | |
| Adults with access to high speed internet (% of total adults with access at home, mobile or work) |
52 | 77 |
Access to the internet in the county is growing quickly. Wireless towers, fiber and cable are the primary means of high speed access.
| Primary Source of useful advertising (as a % of total adults) | 2006 | 2012 |
| Newspaper* | 42 | 31 |
| TV* | 23 | 21 |
| Internet | 16 | 31 |
| Radio* | 6 | 5 |
| Other | 13 | 12 |
| Primary Source of useful advertising- by age in 2012 (as a % of total adults) | 18-34 | 35-54 | 55+ |
| Newspaper* | 19 | 31 | 44 |
| TV* | 20 | 21 | 41 |
| Internet | 40 | 31 | 6 |
| Radio* | 4 | 5 | 6 |
| Other | 17 | 12 | 3 |
*Includes Media’s digital assets (website, apps, etc.)