MEDIA BUYING: Today's News More Than Ever Becoming Yesterday's News.

For Mark Twain and an erroneous telegram, news of his death "was greatly exaggerated." Unfortunately for America's newspapers, the many reports of this medium's slow demise can't claim the same.

So along comes another media fragmentation poll, this one by Harris Interactive in May, 2007. Here, in a survey of 9,000 adults, Harris Interactive found that more than 50% of all Americans don't read newspapers because they have no time, while another 25% report that they now turn online for their news fix. If our math is correct, that leaves only one out of every four adults with their nose in the news over breakfast.

Bottom line? Newspapers may still have a role in building a brand, but that role — like their audience — is diminishing.

SOURCE: NOISE, Marketing Management
Reporter: John Sprecher