Foundation-Update-Winter-2005

A Study Haul

The research study provides statistically significant data to show decision-makers.

We work with newspapers so much around here that sometimes we get caught up in the spirit. That may be one of the reasons that I had to yell "Stop the Presses!" when I recently received the study, "Growing Lifelong Readers."

However, the main reason was what the study indicates: Young adults who remember using the newspaper in school are more likely to develop lifelong readership habits than those who say they had no exposure to newspapers in school.

According to the study, 62 percent of young adults who had a class where newspapers were distributed and used as part of the curriculum say they read a weekday newspaper regularly. Of those with no exposure to newspapers in school, only 38 percent say they are regular newspaper readers today.

You don't have to be wedded to numbers like I am to appreciate the difference between 62 and 38 percent. In the couple years that I have been in charge of the Foundation, what I have heard most from NIE professionals is, "Can you provide us with solid numbers that I can go to my upper management with to show them that NIE really works - it builds the future newspaper readers."

So I can't tell you how thrilled I am that an independent study has confirmed what a lot of us suspected. That when newspapers are an integral part of the education process, there is a lifelong impact on encouraging readership and literacy.

It is therefore critical that students of all ages and demographics have access to newspapers in the classroom. If I am preaching to the choir, that's okay, because choirs are known to sing out for everyone to hear.

So in this issue of Foundation Update we have a special report on the study. You'll read NAA Chairman Gregg Jones' comments; Gregg has provided a huge boost to the foundation this year, coming to the NIE2004 Conference in Los Angeles and making speeches promoting the Foundation at other meetings as well.

For Gregg, and other publishers out there, let me add one more finding: Those young adults exposed to newspapers during school declare a very strong preference for enwspapers as a source for local advertising.

A full report on the study will be issued early in 2005.

Have a safe and wonderful new year!

Sincerely,

Margaret Vassilikos
Senior Vice President/Chief Financial Officer
NAA and NAA Foundation
(703) 902-1629
vassm@naa.org

Published Jan 6, 2005