Introduction

Hello. May I please speak to the male head of household 18 years of age or older? (If no male available, speak to female)

1. Yes (continue)
   
2. (schedule callback if unavailable or code for refusal)

Note	This starts by asking for a male in every household, but interviewing an eligible female (18+) if a male is not available. We want as close as possible to a 50/50 gender split. At worst, accept a 60/40 split.

This is (NAME), with _________, a market research firm. We are conducting a study among consumers in your area. This is not a sales call. All responses will remain confidential and be analyzed together — nothing will be attributed to you personally. My questions will take only a few minutes.

Screener

Q.A What is the zip code of your residence? _________ (allow only five numerical characters)

Note	(If respondent refuses, terminate interview with polite exit) (if zipcode mentioned is not part of core market, terminate with polite exit)

Main Questionnaire

Q.1 I am going to ask you about which days you read or look into the (NAME OF NEWSPAPER). In an average 7-day week, do you read or look into the (NAME OF NEWSPAPER) on…(Read list, pausing after each day. Record answer for each day of week.)

	1	Monday?	YES = 1	NO = 0
	2.	Tuesday	YES = 1	NO = 0
	3	Wednesday?	YES = 1	NO = 0
	4	Thursday?	YES = 1	NO = 0	(If yes to at least one punch 1-6, but not 7,8,9,or 10 go to Q4)
	5	Friday?	YES = 1	NO = 0
	6	Saturday?	YES = 1	NO = 0
	7	Sunday?	YES = 1	NO = 0
	8	Don't read the (NEWSPAPER)	DO NOT READ (Go to Q6) code zeros for punches 2,3,4,5)
	9	Read (NEWSPAPER) everyday	DO NOT READ (Go to Q2)
	10	Refusal	DO NOT READ (Go to Q6) terminate with polite exit-does not count toward total interviews
(If all of 1-7 answered yes, code as 9)

Note	If the respondent refuses or gives a "don't know" or "it depends" response for any day, re-ask "In an average week, do you usually read or look into the (newspaper) on (day)?"

Q.2 (Ask only if respondent reads on Sunday; Q1=7 or Q1=9. If Q1 does not = 7 or 9 code this question as 0 automatically.) Now I am going to ask you about the time you spend reading or looking into any part of the Sunday (NAME OF PAPER), including advertising inserts. Would you say you…

	1	Spend less than an hour (Go to Q2A)
	OR do you …
	2	Spend an hour or more (Go to Q2B)

Please include any time you spend on Sunday plus any time spent looking into the Sunday paper during the week.

3

Refusal DO NOT READ (Go to Q3)

Note

This question should be asked by reading the choices 1 and 2, followed by the phrase "Please include any time you spend on Sunday plus any time spent looking into the Sunday paper during the week." If the respondent refuses or give a "don't know" or "it depends" response, re-ask "Do you usually spend less than an hour or spend an hour or more?"

Q.2A	(Ask if Q2=1) On average, do you spend more or less than ½ hour?
	more than ½ hour = code as 2 below (Go to Q3)
	less than ½ hour=code as 1 below (Go to Q3)

Q.2B (Ask if Q2=2) On average, do you spend an hour to less than 1 ½ hours, 1 ½ hours to less than 2 hours, 2 hours to less than 2 ½ hours, 2 ½ hours to less than 3 hours, or 3 hours or more?

	1	Less ½ hour
	2	½ hour to less than 1 hour
	3	1 hour to less than 1 ½ hours
	4	1 ½ hours to less than 2 hours
	5	2 hours to less than 2 ½ hours
	6	2 ½ hours to less than 3 hours
	7	3 hours or more
	8	Refusal DO NOT READ (Go to Q3)

Q.3 (Ask only if respondent reads on Sunday, Q1=7 or Q1=9. If Q1 does not = 7 or 9 code this question as 0 automatically.) How much of the (NAME OF NEWSPAPER) do you read or look into on an average Sunday? Would you say you read or look into…(Read list)

	0	Almost none	(Go to Q4)
	1	About one quarter	(Go to Q4)
	2	About one half	(Go to Q4)
	3	About three-quarters	(Go to Q4)
	4	Almost all or all	(Go to Q4)
	5	Refusal DO NOT READ	(Go to Q4)

Q. 4 (Ask only if respondent reads at least one day Q1=1-6 or 9) How much time do you spend on an average weekday, Monday through Saturday, reading or looking into the (NAME OF NEWSPAPER)? On average would you say you spend less than 30 minutes or more than 30 minutes?

• [IF 30 MINUTES OR LESS] On average, do you spend 15 minutes or less, or more than 15 minutes?
  
• [IF MORE THAN 30 MINUTES] On average, do you spend 30-45 minutes 46-60 minutes, or more than 60 minutes?

	1	1-15 minutes	(Go to Q5)
	2	16-30 minutes	(Go to Q5)
	3	31-45 minutes	(Go to Q5)
	4	46-60 minutes	(Go to Q5)
	5	More than 60 minutes	(Go to Q5)
	6	Refusal DO NOT READ	(Go to Q5)

Note	If the respondent refuses or gives a "don't know" or "it depends" response for any day, re-ask "On average, would you say you spend…..(repeat choices)?"

Q. 5 (Ask only if respondent reads at least one day; Q1=1-6 or 9) How much of the (NAME OF NEWSPAPER) do you read or look into on an average weekday, Monday through Saturday? (Read list)

	0	Almost none
	1	About one quarter
	2	About one half
	3	About three quarters
	4	Almost all or all
	5	Refusal DO NOT READ

Note	If the respondent refuses or gives a "don't know" or "it depends" response for any day, re-ask "On an average weekday, how much of the (newspaper) do you read or look into? (repeat choices)?"

NOTE: The following questions are optional questions we added in the national RBS survey. RBS scores for your paper can be calculated with questions 1- 5 above.

TRBS (Total Reader Behavior Score) Battery

Q.6 In a typical 7-day week, do you regularly read any other papers besides (NAME OF PAPER used in questions 1-5)

	1	YES	(Go to Q7)
	2	NO	(G to Q12)

Q.7 For the next few questions please think about all the other newspapers you read, besides (NAME OF PAPER). In an average 7-day week, do you read or look into any newspaper BESIDES (NAME OF PAPER IN Q1-5) on…(Read list, pausing after each day. Record answer for each day of week.)

	1	Monday?	YES-1	NO-0
	2	Tuesday?	YES-1	NO-0
	3	Wednesday?	YES-1	NO-0
	4	Thursday?	YES-1	NO-0	(If yes to at least one punch 1-6, but not 7,8,9,or 10 go to Q10)
	5	Friday?	YES-1	NO-0
	6	Saturday?	YES-1	NO-0
	7	Sunday?	YES-1	NO-0
	8	Don’t read the (NEWSPAPER) DO NOT READ	(Go to Q12)	code zeros for punches 2,3,4,5
	9	Read (NEWSPAPER) everyday DO NOT READ		(Go to Q8)
	10	Refusal DO NOT READ		(Go to Q12)
		(If all of 1-7 answered yes, code as 9)

Note	If the respondent refuses or gives a "don't know" or "it depends" response for any day, re-ask "In an average week, do you usually read or look into any newspaper besides (newspaper) on (day)?"

Q.8 (Ask only if respondent reads on Sunday; Q7=7 or Q7=9. If Q7 does not = 7 or 9 code this question as 0 automatically.) Now I am going to ask you about the time you spend reading or looking into any part of ALL THE SUNDAY NEWSPAPERS YOU TYPICALLY READ BESIDES (NAME OF PAPER), including advertising inserts. IN TOTAL would you say you…

	1	Spend less than an hour	(Go to Q8A)
	OR do you …
	2	Spend an hour or more	(Go to Q8B)

Please include any time you spend on Sunday plus any time spent looking into the Sunday paper during the week.

3

Refusal DO NOT READ

(Go to Q9)

Note

This question should be asked by reading the choices 1 and 2, followed by the phrase "Please include any time you spend on Sunday plus any time spent looking into the Sunday paper during the week." If the respondent refuses or give a "don't know" or "it depends" response, re-ask "Do you usually spend less than an hour or spend an hour or more?"

Q.8A (Ask if Q8=1)

On average, do you spend more or less than ½ hour?
more than ½ hour = code as 2 below (Go to Q9)
less than ½ hour = code as 1 below (Go to Q9)

Q.8B (Ask if Q8=2) On average, do you spend an hour to less than 1 ½ hours, 1 ½ hours to less than 2 hours, 2 hours to less than 2 ½ hours, 2 ½ hours to less than 3 hours, or 3 hours or more?

	1	Less ½ hour
	2	½ hour to less than 1 hour
	3	1 hour to less than 1 ½ hours
	4	1 ½ hours to less than 2 hours
	5	2 hours to less than 2 ½ hours
	6	2 ½ hours to less than 3 hours
	7	3 hours or more
	8	Refusal DO NOT READ

Q.9 (Ask only if respondent reads on Sunday, Q7=7 or Q7=9. If Q7 does not = 7 or 9, code this question as 0 automatically.) How much of ALL THE NEWSPAPERS YOU TYPICALLY READ BESIDES (NAME OF PAPER IN Q1-5) do you read or look into on an average Sunday? Would you say you read or look into…(Read list)

	0	Almost none
	1	About one quarter
	2	About one half
	3	About three-quarters
	4	Almost all or all
	5	Refusal DO NOT READ

Note	If the respondent refuses or gives a "don't know" or "it depends" response for any day, re-ask "On average, how much of these newspapers do you read or look into? (repeat choices)?"

Q. 10 (Ask only if respondent reads at least one day Q7=1-6 or 9) How much time do you spend on an average weekday, Monday through Saturday, reading or looking into ALL THE NEWSPAPERS YOU TYPICALLY READ BESIDES (NAME OF PAPER IN Q1-5)? IN TOTAL would you say you TYPICALLY spend less than 30 minutes or more than 30 minutes?

• [IF 30 MINUTES OR LESS] On average, do you spend 15 minutes or less, or more than 15 minutes?
  
• [IF MORE THAN 30 MINUTES] On average, do you spend 30-45 minutes 46-60 minutes, or more than 60 minutes?

	1	1-15 minutes
	2	16-30 minutes
	3	31-45 minutes
	4	46-60 minutes
	5	More than 60 minutes
	6	Refusal DO NOT READ

Note	If the respondent refuses or gives a "don't know" or "it depends" response for any day, re-ask "On average, would you say you spend…..(repeat choices)?"

Q. 11 (Ask only if respondent reads at least one day; Q7=1-6 or 9) How much of ALL THE NEWSPAPERS YOU TYPICALLY READ BESIDES (NAME OF PAPER IN Q1-5) do you read or look into on an average weekday, Monday through Saturday? (Read list)

	0	Almost none
	1	About one quarter
	2	About one half
	3	About three-quarters
	4	Almost all or all
	5	Refusal DO NOT READ

Note	If the respondent refuses or gives a "don't know" or "it depends" response for any day, re-ask "On average, how much of these newspapers do you read or look into? (repeat choices)?"

Internet Questions

Now I would like to ask you a few questions about the online version of NAME OF NEWSPAPER.

Q.12 In a typical 7-day week, which of the following best describes you?
Typically I…

	1	read both the (NAME OF NEWSPAPER) and the online version of the paper
	2	read just the online version of the newspaper
	3	read just the newspaper
	4	read neither the newspaper or the online version

Note	For this question, the phrase "the newspaper" refers to the hard copy of the paper, as opposed to the online version.

Q.13 (READ ONLY IF RESPONDENT ANSWERED WITH PUNCH 1 or 2 IN QUESTION 12. IF NOT, AUTOMATICALLY CODE A ZERO FOR THIS QUESTION) How much time do you spend on an average weekday, Monday through Saturday, reading or looking into news stories on the online version of (Name of paper)?

	0	Do not read news stories on the online version of newspaper
	1	1-15 minutes
	2	16-30 minutes
	3	31-45 minutes
	4	46-60 minutes
	5	More than 60 minutes
	6	Refusal DO NOT READ

Q.14 How much time do you spend on an average weekday, Monday through Saturday, reading or looking into news stories on any website on the Internet?

	0	Do not read news stories on the online version of newspaper
	1	1-15 minutes
	2	16-30 minutes
	3	31-45 minutes
	4	46-60 minutes
	5	More than 60 minutes
	6	Refusal DO NOT READ

Thank you for your time, we are almost finished. The following questions are for classification purposes only.

Q17. Which of the following best describes you age range?

	1	18-24
	2	25-44
	3	45-64
	4	65 or older
	5	Refused

Q18. Is your total household income from all sources and before taxes above or below $50,000?

• [If below $50K ask:] Is it above or below $25,000?
• [If above $50K ask:] Is it above or below $75,000?

	1	Below $25,000
	2	$25,000 to $49,999
	3	$50,000 to $74,999
	4	$75,000 or more
	5	Refused

Q 19. Please stop me when I read the last grade or level of school that you completed.
(Probe if respondent says “high school or college” ask “Did you graduate or not?”)

	1	Less than high school graduate
	2	Graduated high school (including GED)
	3	Some college but did not complete a 4-year degree(2yr.AA, Assoc. degree or 3 yr RN)
	4	Completed 4-year degree
	5	Working on or completed post graduate work or post graduate degree
	6	Don’t know
	7	Refused

Gender of respondent. (RECORD WITHOUT ASKING)

	1	male
	2	female

Closing

Thank you for taking the time to complete this interview. In case my supervisor calls to verify my work, my name is _________.

May I have you first name for our records? ________________
Did I reach you at (VERIFY PHONE NUMBER)?

Thank you!

POLITE EXIT: Thank you for your time. Goodbye.