How many people actually read a given classified ad in a newspaper.
For example, if a newspaper has a 100k circulation, how many people
(or what percentage of subscribers) are likely to read a particular
ad? Any document research or articles would be appreciated!

?Readership of newspaper classified ads in 67 metro markets surveyed
by The Media Audit declined more than 11 percent in three years and
more than 25 percent of those who regularly read employment ads do so
on the web. Employment or recruitment ads are one of three classified
ad categories that traditionally produce the most classified ad
revenue for newspapers. The other two are automotive and real estate.?
The Write News: 
http://www.writenews.com/2002/020702_newspapers_websites_jobads.htm
http://www.onlinepublishingnews.com/htm/n20020204.046317.htm

Graphs
http://www.themediaaudit.com/classified_graphs.htm


From theNorth Carolina Statewide Readership Study:
Base: Total Adults in North Carolina.

Page 13:  Frequency of Reading Various Newspaper Sections 

Percentage of people that read classified ads

28% - Regularly read classified ads

58% - Sometimes read classified ads 


Page 16:

60% - Looked at Classified Ads Past 30 Days

52% - Looked at Cars, Trucks or Vans for Sale
50% - Looked at Merchandise for Sale
46% - Looked at Employment
38% - Looked at Real Estate for Sale
33% - Looked at Yard or Garage Sales
25% - Looked at Services Offered
22% - Looked at Home or Apartment Rentals
16% - Looked at Pets for Sale
14% - Looked at Legal Notices
---------------------------------------------

Source: 2000 North Carolina Statewide Readership Study, Conducted by
Belden Associates
http://www.ncpress.com/NC%20Readership%20Survey.pdf



?Classified advertising readership, which declined in the three
preceding years, increased 28.9 percent during 2001 in the 85 metro
markets surveyed regularly by The Media Audit.?

"The number of adult classified readers increased from 14,680,000 in
2000 to 18,928,000 in 2001 in the 85 metro markets we survey," says
Bob Jordan, co-chairman of International Demographics, Inc.?

(..)

?Classified readers, as defined here, are phone survey respondents who
say they "regularly" read newspaper classified ads.  The 85 metro
markets surveyed have an aggregate adult (18+) population of
128,393,000.?

Demographics

 ?The research also shows significant increases in the percentage of
classified readers who graduated from college.  "College graduates,
with one degree, increased from 17 to 19 percent while those with
advanced degrees increased from 6 percent to 8 percent.  Together the
two groups increased from 23 to 27 percent of the total classified
audience," says Jordan.  Those with "some college" increased from 25.5
to 26.8 percent while all those with less education declined as a
percent of the group.?


?As would be expected, the affluence of the classified audience
increased along with the number of college educated.  Households with
annual incomes of more than $50,000 increased from 37.6 percent to
41.9 percent.  The entire classified reader group improved
demographically.  "There was even some minimal increase in the
proprietor/managerial category while the clerical category declined
slightly and blue collar stayed even at approximately 25 percent,"
says Jordan.?

Source: SPCA
http://www.scpress.org/epilogues/classified%20readership.htm


Search criteria:
Readership of classified ads
Classified ads survey
Classified ads poll
Newspaper ?classified ads" percentage

I hope you find this information helpful!

Best regards,

very thorough, very quick turnaround.. could have been a tad bit more
specific to my question. thank you!