Twenty-six American Newspaper Publishers Association research reports published since 1978 are reviewed in this paper. The paper analyzes each of the reports in order to provide an overview of what their findings really say and what newspapers can do in their own market areas to use the findings to improve their product. Among the topics covered in the reports reviewed are the following: (1) readership studies, (2) using community characteristics to predict newspaper circulation, (3) the daily news habits of the American public, (4) newspapers and television, (5) precision journalism, (6) personal needs and media use, (7) comic strips, (8) accuracy in news reporting, (9) using census data, and (10) reader interest in business, sports, and foreign news. (FL)