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BizReport : Research : April 02, 2007

NAA: Newspaper websites boost readership

The latest data from the NAA’s NADbase, which combines total audience readership with Nielsen//NetRatings’ and Scarborough Research’s print and online data, has shown that newspaper websites are contributing to rising readerships.

by Helen Leggatt

NAA%20logo.gifNielsen//NetRatings puts the number of unique visitors per month to U.S. newspaper web sites up 15 percent to just over 57 million in the second half of 2006. The NAA claims, it is websites alone that boosted total newspaper readership among 25-34 year olds by 15 percent in 2006. The growth slows the younger the demographics. Online newspapers boosted total newspaper readership by just over 9 percent for adults 18-to-24.

The data also showed that newspaper website readers are more likely to spend $2,000 or more a year online.

In a timely fashion, the NAA’s new trade ad campaign launched today. It focuses on newspapers’ transition in to new platforms such as websites, podcasts and blogging with the tagline “Newspaper: The Multi-Medium”.

"The ad campaign emphasizes newspapers' ability to combine the strengths of the Internet and print while expanding its reach and influence in a time of critical transformation for the industry," said the NAA’s Chief Executive, John Sturm.

However, print products still generate 90-95 percent newspapers' revenues. Rick Edmonds of Poynter Online cautions that online advertising growth could still have some leveling out to do during 2007, and that newspapers “will need to be inventive to hold their share”.

Tags: 18-24 age group, 25-34 age group, NAA, newspapers, Nielsen//NetRatings

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