Newspapers are some of the strongest marketing tools available to advertisers. According to the Newspaper Association of America (NAA), based on Scarborough Research, newspapers reach nearly 80% (eight out of ten) of adults in the top 50 U.S. markets over the course of a week. Even though there is a slight decrease in newspaper readership on weekdays (53.4% in spring 2004 compared with 54.1% in fall 2003) and Sundays (62% in spring 2004 versus 62.5% in fall 2003), the reach is still high. (Source: Sprint 2004 Competitive Media Index – Newspaper Association of America.)