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BizReport : Research archives : August 02, 2007

NAA: newspaper website visits increase 7%

Online marketers may want to think twice before skipping over those newspaper websites. According to new research from the National Association of Advertisers (NAA), about 37% of the total Internet population visited newspaper websites in Q2.

by Kristina Knight

That is a 7.7% increase year over year.

"Readers are visiting newspaper Web sites in record numbers for in-depth news and information as well as hyper-local information,” said NAA President and CEO John F. Sturm.

Sturm credits the ever-evolving face of newspaper websites for the increase. As more consumers turn to the Internet for news and information, newspaper websites have adapted to include social features - blogs, bulletin boards and comments sections for articles and information.

In addition to logging on, newspaper site visitors generated nearly 3 billion page views throughout Q2. According to research from Nielsen//NetRatings, newspaper website visitors spent more than 7 billion minutes on these sites.

In any realm, that is a lot of time spent in one location, leading many to reiterate that newspaper websites are prime online marketing real estate. With increasing numbers of visitors and increasing amounts of time spent, advertising with newspaper websites would be a great way to break into online marketing or to expand the scope of a campaign's reach.

Tags: newspaper advertising, newspaper websites, newspapers

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