The second one, "people in general..". It conveys a sense of moral demand as well, that one should read the newspaper. ("Someone reads" would translate to "Noen leser". )
"Man" is often used when referring to acknowledged truths. "Man stjeler ikke (One does not steal) Or if you want to be impersonal and avoid "Jeg" (I) in to many sentences - for instance when writing an essay, you could instead use "man": "Man kan si at..." (One can say that).
Edit: To elaborate on "people in general": you could use man when asking questions or stating facts: "Trenger man penger? (Does one need money?) "Man trenger skilpadder" (One needs turtles)