Because so many newspapers now have online versions of their publications, many observers feel that "circulation" is an insufficient measure of a paper's true readership. They propose a new metric that combines paper and unique online readers called

Answer: The Integrated Audience Reach

Explanation:

The Integrated audience reach is simply the total number of readers of the print edition plus those unduplicated web readers who access the paper only online.

It is the sum of readers that read print editions like newspaper and the those that reads the unprinted papers online.

The advantage of the integrated audience reach is that since it utilizes both offline and online means to reach the people (audience) there is a wide reach. Consider running an advertisement in your local news paper alone. The number of people that will see the advertisement will be small compared to when you put up your advert on the internet. But to reach the targeted audience, using both the newspaper and the internet (Social Media) will more people to see your advert. Integrated Audience Reach offers a greater and a wider reach.