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Home > News & Media > Press Center > Archives > Newspaper sites post consecutive quarterly traffic increase

Newspaper websites post consecutive quarterly traffic increase

Newspaper websites attract 110 million unique visitors in Q2 as consumers seek out trusted news sources amid world events

Cheryl Sadowski
Vice President of Communications

July 12, 2011

Arlington. Va. – Newspaper publishers continue to grow their share of the Internet audience, attracting an average monthly audience of 110.8 million unique visitors ages 18+ to their websites in the second quarter – nearly two-thirds (64.6 percent) of all adult Internet users. That quarterly average represents a 2 percent increase in visitors over the first quarter average. The analysis, performed by comScore for the Newspaper Association of America, indicates that this is the third consecutive quarter of increased traffic for newspaper websites since comScore began tracking Web audience data for NAA, in the fourth quarter of 2010.

The figures also demonstrate the high engagement of newspaper website visitors, who generated an average 4.1 billion page views each month. The quarter’s high point was reached in May, when newspaper websites attracted more than 112 million unique visitors who generated 4.3 billion page views and spent 3.7 billion minutes browsing the sites.

“Smartphones and tablets are increasing mobility and ease-of-access to newspaper websites, and these latest figures reflect the innovative and successful steps that newspaper publishers are taking to optimize their content across platforms,” said NAA President and CEO John Sturm. “The credibility associated with newspapers and strong newspaper brands clearly carries over to the online environment — distinguishing newspaper sites from other sources. When dramatic global events unfold, such as the death of Osama bin Laden, readers look to newspapers first, online and in print, for the high-quality journalism that they provide.”

Newspapers websites also attracted key demographics and affluent readers, reaching nearly 25 million 25-to-34 year olds and 76 percent of adults in households earning more than $100,000 a year on average throughout the quarter.

Figures released by NAA in May showed that online advertising generated $807 million for newspapers in the first quarter, a 10.6 percent increase from the previous quarter.

From comScore:


Total Unique Visitors 18+ (000)

% Reach

Total Minutes (millions)

Total Pages Viewed (millions)
















Q2 Average





About NAA

NAA is a nonprofit organization representing nearly 2,000 newspapers and their multiplatform businesses in the United States and Canada. NAA members include daily newspapers, as well as nondailies, other print publications and online products. Headquartered near Washington, D.C., in Arlington, Va., the association focuses on the major issues that affect today's newspaper industry: public policy/legal matters, advertising revenue growth and audience development across the medium's broad portfolio of products and digital platforms. Information about NAA and the industry also may be found at www.naa.org.