Newspaper Websites Garner Higher Online Spenders

Advertising on newspaper websites could be a way to increase online revenue. Why? According to a new study, visitors to newspaper websites spend more online than non-newspaper visitors.

by Kristina Knight

The study also indicates the readership of online newspapers is growing.

The Scarborough Research study followed users in Houston, Kansas City, Orlando, Providence and Sacramento. Researchers found that online newspaper readers were more likely than other users to spend $1000 online annually.

Gary Meo, senior vice president, print and Internet services, Scarborough Research, said in a statement "When you combine this robust online buying activity with the fact that newspaper website audiences are large and growing, it is very clear that newspapers provide audiences that advertisers need to reach, in print and online."

These users buy airline tickets, make travel reservations, and buy books and clothing online, those are all leading e-commerce categories. For example, sacbee.com/sacremento.com readers were 11% more likely to have purchased flights online in the past year, 26% more likely to have purchased books and 10% more likely to have purchased music online.

The study also indicated that readers of newspaper websites are among the most active “local market” online users. These online readers spend 20 hours or more online each week and are more likely to have broadband connections in the home.