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October 31, 2007

Still Growing! Online Audience for Newspaper.coms Increases

Newspapers have big feet, study says

We've just released a lot of good data and information to put in your print and online sales team's arsenal.

More than 59.6 million people visited newspaper Web sites in July 2007, a nine percent increase over the same period a year ago and the second largest monthly audience since NAA began tracking these numbers in 2004 (May 2007 ranks first with nearly 60.3 million visitors).  The figure is part of the fall 2007 Newspaper Audience Database (NAdbase) report released today by the Newspaper Association of America.

The full press release is available here.

In related news, NAA released a study on the "newspaper footprint" showing that... well, newspapers have really big feet: Based on an analysis of Scarborough Research data, "nearly eight in 10 adults (77 percent) read a newspaper in print or online each week.  The analysis also provides a portrait of the readers behind the numbers, ranging from online purchasing decisions to household income and education level."

Here are a few quick highlights from the Newspaper Footprint study 

  • Eighty-five percent of individuals with a household income of $100,000 or more read a newspaper in print or online each week.
  • Newspaper readers are highly educated – nearly nine in 10 adults (89 percent) with a post-graduate degree read a newspaper in print or online each week (as did 84 percent of college graduates).
  • Newspapers’ weekly footprint reached more than eight in 10 adults (82 percent) who made online purchases in the last year.
  • Consumers planning to purchase a new vehicle rely on newspapers for advertising information.  Eight in 10 (81 percent) of those planning to spend $35,000 or more on a new car read a newspaper in print or online in the last seven days.
  • Newspapers reach consumers who have long grocery store receipts.  Nearly eight in 10 adults (78 percent) who spent $150 or more on groceries in the past seven days read a newspaper in print or online during the same time period.
  • Newspapers’ weekly footprint reaches 84 percent of adults with a home valued at $300,000 or more.

If you're interested in learning more about newspapers' online operations, we released a report called "Newspapers' Online Operations: Performance Report" last week. NAA based the findings on close to 180 surveys newspaper digital media professionals answered. The executive summary and links to the full study are available through the Oct. 24 Digital Edge blog entry.

Later today, NAA is hosting a Webinar called "Creating a World-Class Sales and Marketing Team." The Webinar is at 2 p.m. ET, and registration is still open. (The registration page includes more info on what the Webinar is about.)



Posted by Beth Lawton at 9:29 AM | PermaLink | 0 comments

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