Data collected from 36 different markets and 82 research reports were used to compare the readers of morning and evening newspapers. Patterns across markets revealed morning newspaper readers are more likely than evening newspaper readers to have white-collar occupations, to be better educated, and to have no children under 18 years of age present in the home; (2) evening newspaper readers are more likely than morning newspaper readers to have lower incomes, to be married, and to be female; (3) morning newspaper readers are more likely than evening newspaper readers to be retired; (4) readers of the dominant newspaper are more likely to be subscribers than are readers of the nondominant newspaper; (5) readers of the dominant newspaper are more likely than readers of the nondominant newspaper to read the Sunday newspaper; (6) length of residence in the community does not consistently distinguish morning from evening readers; (7) evening readers appear to have greater interest in "soft news" items than morning readers; (8) readers of the dominant newspaper have a greater interest in sports news than readers of the nondominant newspaper in the market; and (9) evening newspaper readers evaluate their newspaper lower on more attitude/image/evaluation ratings than do morning newspaper readers. (HOD)