Newspaper readership in the upscale socio A and B groups has increased to 64 percent this year from 56 percent last year boosting the relevance of newspapers as the number one preferred media despite the equally increasing number of consumers using the internet.

This was revealed in the fourth annual Synovate Media Atlas, an in depth perspective on Filipino consumers across all socio-economic groups to give marketers, advertisers and media agencies deep insights to improve brand building and sales effectiveness.

The survey was conducted in the second half last year and first half this year with more than 8,000 consumers interviewed nationwide.

Synovate global executive director of mediate Steve Garton said the survey showed that among the print media, newspaper preference has been increasing over the years.

The survey showed the upscale socio A & B groups reading newspapers have increased from 56 in 2006-2007 to 64 percent in 2008-2009 driven largely by the growing number of office copies or office subscriptions.

“This is a very good story for newspapers,” Garton said. (BCM)