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- More than
1,300 North American daily newspapers have launched online services
(as of May 1, 2002).
- Worldwide,
there are more than 5,000 daily, weekly and other newspapers online.
Source:
All data is from NAA's 2002 Online Consumer Study, except where
noted.
Online
Newspapers Are the Dominant Local Web Site
- Sixty-two
percent of Internet users looking for local news turned to online
newspapers.
- Online newspapers
attract more visitors than any other local media site in 93 percent
of top U.S. markets.1
Online
Newspaper Users are Desirable Consumers
- Online newspaper
users spend almost twice as much time online than other Internet
users, are more likely to have high-speed connections, and more
than half go online daily from home.
- More than
50 percent of online newspaper readers access the Internet five
days from work, compared to 24 percent of Internet users generally.
- Compared
to online audiences in general, online newspaper readers are younger,
more affluent and better educated. n Nearly 8 in 10 online newspaper
readers purchased merchandise in the past six months, compared
to about half of general Internet users.
Advertisers
Are Well Served By Online Newspapers
- In one study,
65 percent of local and national marketers cited newspaper Web
sites as being efficient at meeting marketing goals, more than
any other local online choice.2
- Seventy-five
percent of advertisers generally said newspaper Web sites' advertising
was as good or better than other Internet sites.3
- Print and
online newspapers are the two leading sources of local advertising
information for online newspaper users, beating out TV, radio,
shoppers and Yellow Pages.
- Seventy-five
percent of Internet users also read the newspaper in the past
seven days.
1.
The Media Audit, based on surveys in 85 U.S. markets.
2. Forrester Research, April 2001.
3. Burrell Associates, "What Advertisers Want from Online Newspapers,"
2002.
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