We asked Telecharge ticket buyers a few questions about newspaper reading and came up with some interesting information on how and whether people still read newspapers in print form.
The big question is whether ticket buyers still read The New York Times in print, and it appears that many of them do. As a matter of fact, the more they go to the theatre, the more likely they are to read The New York Times in print. Of the customers who went to the theatre once in a year, 11% of them read it in print, but for those who saw 10 or more shows, 27% read it in print.
So does everyone now read The New York Times online? The percentage of theatergoers who read it online declines the more they go to the theatre. 22% of those who saw one show read the The New York Times online, while only 15% of those who saw 10 or more shows read it online. The percentage of those who say they rarely read or do not read The New York Times at all also declines the more they go to the theatre.
Of course, 60% of our audience is from out of town, and half of them said they read it rarely or not all.
But what about suburban buyers, who make up 25% of our audience (more than in NYC)?Among our suburban buyers, 26% read The New York Times in print, 12% read it online, and 21% said they read both. 24% read it rarely, and 18% said not at all. Adding it up, nearly 60% read The New York Times in some form, and 40% do not.
What is perhaps more interesting is the readership of the regional newspapers (e.g. Newsday, The Bergen Record, the Journal News, Asbury Park Press, Newark Star Ledger). A whopping 70% of respondents said they read their regional newspaper; 49% of them were from New Jersey, 24% Long Island, and 28% Westchester, Rockland and Connecticut.
These figures might give us all reason to examine how much of our shows' audiences come from the suburbs and rethink how we use newspapers to reach them.