Online Newspaper Audience Sets Records
The online newspaper audience set new records in the first quarter of 2007, according to custom analysis from Nielsen//NetRatings for the Newspaper Association of America. Not only is the audience for newspaper Web sites increasing, but also the audience is spending more and more time on the sites.
The highlights:
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37.6 percent of all active Internet users each month (on average for the first quarter) visited newspaper Web sites. That’s a 5.3 percent increase over the first quarter of 2006.
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Newspaper Web site visitors generated almost three billion page views per month during the quarter – another record.
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Newspaper Web site visitors increased the amount of time they spend on the sites, too. The average visitor spent 45 minutes on newspaper Web sites per month, an 11.5 percent increase over the first quarter of last year.
This is nothing but good news for the newspaper industry. The latest figures continue the positive growth trend for newspaper Web sites in both audience and revenue. The data also underscores the fact that newspapers are reaching more people than ever before thanks to the Web.
NAA President and CEO John F. Sturm said in today’s press release, “These record-setting numbers underscore the importance of newspaper Web sites to the growing newspaper footprint. Newspaper Web sites continue to grow audience and contribute to the medium’s revenue streams. In addition, the sites attract a younger, more affluent audience coveted by advertisers while providing a valuable service to readers seeking immediate information from a trusted local source.”
How are newspaper Web sites doing this? Local news, evergreen content and a ton of innovation. In addition to traditionally strong local news reporting, newspaper Web sites are using podcasts, blogs, videos, user-generated content and more to make newspaper Web sites the go-to spot for local news and information.
Past positive news:
Don’t miss this chart from NAA (based on Nielsen//NetRatings data) on newspaper audience growth since 2004.
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