This is a quick follow-up related to the newspaper online numbers from the first quarter of 2008. The numbers, which included the following:
Newspaper Web site visitors generated an average of 3.1 billion page views per month throughout the first quarter of 2008, compared with slightly less than three billion during the same period last year.
The first quarter unique visitor and page view figures are the highest for any quarter since NAA began tracking these numbers in 2004 and the largest increase since the third quarter of 2006.
Those numbers came with a
larger data set from Nielsen's @Plan service that highlighted that newspaper Web site visitors are more politically engaged than their Internet counterparts. The data also indicates that people who read newspaper Web sites are more affluent and multi-media savvy than the online audience as whole.
“This research presents more compelling evidence that the powerful demographics newspaper Web sites deliver is unmatched by any other online category. Advertisers seeking affluent, sophisticated consumers who shop online and immerse themselves in the latest technology need not look any further,” said John F. Sturm, NAA’s president and chief operating officer in a
press release
Click here to download the pdf version of a PowerPoint report from Nielsen’s @Plan. The presentation may be helpful to your ad sales staff.
Highlights from the presentation:
- Those who visit newspaper Web sites are more likely to have household incomes greater than $100,000, when compared to people who visit other sites online. Those who visit newspaper Web sites are also more likely to be in professional/managerial positions.
- Newspaper Web site visitors are significantly more likely to seek out political/campaign information online.
- Those who visit newspaper Web sites are more likely to be online shoppers, especially for travel and vehicles.
last month. “The latest figures from Nielsen Online demonstrate that newspaper Web sites are not just attracting the right consumers – they are attracting them in record numbers.”