Well, duh. But this study doesn’t try and project how the internet is changing the equation.

Link: MediaPost (free registration required)

The research, which comes from NOP World, the parent of Mediamark Research Inc. (MRI), integrated an NOP study on "influential" Americans with MRI’s Survey of the American Consumer, finds that 41 percent of "influential Americans" are among the most avid newspaper readers. Influentials are defined by NOP as "the critical 10 percent of the population who drive what the other 90 percent think, do and buy." The finding should come as some comfort for newspaper publishers, which have been struggling to prove their relevancy to Madison Avenue amid declining newspaper circulation, especially among younger readers. Magazines also perform well among the influential set, accounting for 33 percent of the heaviest readers of consumer magazines. By comparison, influential Americans account for only 14 percent of heavy users of TV, and 20 percent of heavy users of radio.