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BizReport : Research : February 22, 2008

Online newspaper readership is beginning to change

Newspaper revenue may still be showing a decline but according to a recent Scarborough Research report, online newspaper readership is growing. The report found that declines in print readership are being offset by increases in online readership. Newspaper website readership has shown a 14% increase from 2005 to 2007.

by Kristina Knight

"There is a new era of opportunity knocking at [newspapers'] door -- one that did not exist previously,” said Gary Meo, senior vice president, print and digital services, Scarborough Research. “Newspaper websites, together with other products such as free daily papers and various niche publications, are part of a powerful advertising portfolio.”

Successful newspapers aren't just putting their print papers online, though. Online versions are creating extremely localized content, creating an interactive interface that offers readers the ability to contribute and are utilizing cross-promotion to keep readers coming back.

The report found that 70% of online newspaper readers also read the print version; this gives advertisers the ability to cross-promote, too. An ad campaign can begin in print, point users online and continue their brand advertising efforts from there.

Another plus from the advertiser standpoint is that this report found that newspaper readers are younger with 21% of 18-34 year old being website exclusive readers. Newspaper readers are also likely to be affluent, well-educated and with a stash of disposable income.

Tags: advertising, online newspapers

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  • Yes, Print is shrinking and online publishing is geared up. Publisher’s also getting the desired revenue by online publishing. A newspaper today can be printed in Paris but delivered in Tokyo – that same very moment. Publishers can sell more copies, without ever printing them. A newspaper can be published in print, web, mobile and iPods – in the same go. Companies like help print Publishers in distributing their content on multiple delivery channels including web, mobile, RSS, podcast, social media and search engines over a seamless 360-degree full-service platform.



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