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Newspaper Readership vs. Ad Exposure

Newspapers and electronic media are measured by different yardsticks. TV (including cable) is evaluated based on the number of people actually tuning into a program where an ad appears (the rating). Newspapers are evaluated based on their circulation.

Taking a closer look at the actual readership by section gives a more accurate picture of newpaper's reach and get closer to the a true, apples-to-apples metrics comparison.