Scarborough dices the numbers for Houston's only daily metro newspaper

According to the latest Scarborough Newspaper Audience Ratings Report, The Houston Chronicle, Houston's daily newspaper, holds a DMA Household Rank of 10, with a weekly print audience of 2,142,000 or 51 percent, and a web audience of 496,000 or 12 percent.

DMA Adult Population 4,175,000 DMA Household Rank 10
Houston Chronicle Readers % Coverage
Weekly Print Audience 2,142,000 51%
Weekly Website Audience 496,000 12%
Chron.com
Integrated Newspaper Audience 2,283,000 55%

The Scarborough Newspaper Audience Ratings Report, a comprehensive compendium of the weekly print, weekly website and Integrated Newspaper Audience (combined print and online) ratings for 161 newspapers in 81 Top-Tier markets. As the release points out, "the report is a valuable desktop reference tool on newspaper ratings for those involved in the planning, buying or selling of local media."

Gary Meo, senior vice president, print and digital media services, Scarborough Research, offers the report with this footnote, "The publication of the report underscores Scarborough’s commitment to promoting audience as an important and necessary metric in newspaper advertising, selling, planning, and buying."

The ground rules for the report are: Weekly Print Audience represents the percentage or number of adults within a local market who "read or looked into" the daily or Sunday edition of the newspaper within the past five weekdays or past Sunday. Weekly Website Audience represents the percentage or number of adults within a local market who visited a newspaper’s website(s) during the past seven days.

A .pdf of the full report is available at: Newspaper Ratings 2008