The Sunderland Echo’s dominance of the local media scene is confirmed by new research.

On average, 126,000 people – 47 per cent of the adult population in the circulation area – read the Echo every day.

That means it is more popular locally than all the other local and regional papers put together, according to the survey which was conducted under Jicreg press research criteria.

Almost the same number of men as women read the Echo, on average for 33 minutes each.

Reporting the figures, the paper said: “The Echo also enjoys consistently good readership across the age ranges of readers, with just under 40 per cent of 15 to 24-year-olds in the area reading the paper regularly.

“This rises to 46 per cent of 25 to 34-year-olds, 51 per cent of those aged 55 and over and 61 per cent of people over 65.”

Four out of 10 say they read it six nights per week, every week.

Editor Andrew Smith said: “The Echo tries to be all things to all men and women in Sunderland and East Durham and it is reassuring to know that the appeal of the paper is so strong and evenly spread.

“It is also a great strength of the Echo that it is as popular in the executive, detached homes of the city as on the big housing estates and in the terraced cottages, and that it is of interest to both young and old alike.

“The research demonstrates once again that the Echo is at the heart of the Wearside community and in so many areas of life it is the first port of call when people are looking for news and advertisements.”

The survey showed more than half the adults in Sunderland get their local news from the Echo, compared with 19 per cent who prefer TV and under five per cent who say they use any one of the other regional newspapers or radio.

The research also showed Sunderland was the most popular shopping centre, with the MetroCentre a clear second choice and Newcastle and Washington equal third.

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