Vividata: Baby Boomers are strong newspaper readers

Research from the most recent Vividata survey confirms the love affair that Boomers have with their printed newspapers.

Six out of ten Boomers read yesterday’s daily newspaper and the majority of readers chose the printed edition. Boomers are strong consumers, with higher than average household incomes, and fewer child-related obligations. Daily newspapers provide a highly effective tool to reach this desirable target group.