A glossary of terms commonly used in AAM’s Audience Summary database.
AAM’s Audience Summary database contains news media publications’ average circulation, print and online readership, total combined audience and total unique website users. The definitions below explain the data points available in this database.
Audience data may also be found in the Media Intelligence Center, including publishers’ news media statements, Brand View profiles under the Audience tab, as well as the Cross Media Analyzer.
| Term | Definition |
| Sunday Readership – (Sunday Average) | The number of adults who read or looked into a single issue of the previous Sunday’s edition of the newspaper. |
| Daily Readership – (Daily Cume) | The number of adults who read or looked into the daily edition of the newspaper within the past five weekdays. |
| Sunday Cume | The number of adults who read or looked into a single issue of the Sunday edition of the newspaper within the past month. |
| Daily Average | The number of adults who read or looked into yesterday’s edition of the daily newspaper. |
| Weekly Readership – (Sunday Average or Daily Cume) | The number of adults who read or looked into the newspaper within the past five weekdays or past Sunday. |
| Monthly Website Usage | The number of adults who visited the newspaper’s website at least once within the past 30 days. |
| Weekly Website Usage | The number of adults who visited the newspaper’s website at least once during the past seven days. |
| Print/Website Net |
Net unduplicated weekly print and website audience. These are adults who read or looked into the newspaper at least once between Monday and Friday and/or the Sunday edition. Adults who visited the newspaper’s website within the past week are also included. |
| Target | Any subgroup of adults measured within Audience Summary (e.g., women, HHLD income<$50K). |
| Projected | The number of adults in the market that are reached by the newspaper. |
| Reach % | The percentage of adults in the market that are reached by the newspaper. |
| Comp % | The percentage of the newspaper’s total audience that are part of a demographic group (e.g., HHLD income $150K+, age 55+). |
| DMA® (Designated Market Area) | Specific geographic area to which a county in the United States is exclusively assigned based on the television viewing habits of the people residing in the county. DMA® is trademarked by The Nielsen Company. |
| NDM (Newspaper Designated Market) | Geography defined by the newspaper that contains 75% or more of the newspaper’s total circulation. |
| Tier 1 | All newspapers in a syndicated Scarborough Research market that meet audience standards. |
| Tier 2 | All non-Tier 1 newspapers. Tier 2 newspapers are those outside of Scarborough’s 83 local markets measured. Tier 2 newspapers are available by NDM geography only. |
| Circulation | The number of paid and qualified newspaper copies that are circulated in an average week. |
| Unique Visitors (website) | A unit of traffic to a website, counting each visitor only once in the time frame of the report. |
| Page Views (website) | The number of times a page was viewed within the time frame of the report. |