The Herald-Sun is the best daily read newspaper in the Durham MSA market.

In the Durham MSA, the Herald-Sun is the primary newspaper source for:
• Local news and information
• Local sales and shopping information
• Local sports news

Newspapers are the primary source used for local sales and shopping information, mentioned by almost half of all adults in the total market and in Durham County. In Durham County, The Herald-Sun is the source of advertising that consumer would turn to first for goods and services, including:

• furniture
• groceries
• dining out information
• movies and entertainment
• clothing and accessories
• building, hardware and home improvement
• electronics
• auto and accessories
• real estate - single family homes, town homes and apartments

Weekdays:
• The Herald-Sun has a three-to-one weekday advantage over the competition in exclusive readership.
• 8 in 10 (78%) of newspaper readers read the Herald-Sun on an average day.
• In a given week, 51% of adult newspaper readers read the Herald-Sun.

Sundays:
• The Sunday Herald-Sun is the dominant newspaper in the Durham MSA.
• The Sunday Herald-Sun has about a three-to-one lead in exclusive readers on an average Sunday.
• In addition, almost 8 in 10 (78%) of newspaper readers read the Sunday Herald-Sun.

Source: American Opinion Research, Princeton, NJ: 2004