Americans greatly increasing time spent online

This is good news for marketers, as long as the marketer can find the consumer at the right time. For many, the bulk of their online time is being spent with local or national newspapers. More than one hour each day is spent with online papers, according to the report, and the reach of these papers just keeps growing.

New Orleans Times Picayune reaches about 85% of the population while the San Antonio Express-News reaches just over 80% of their readership. Syracuse's Post-Standard reaches 84% and Buffalo News reaches 83% of their populations.

So, then, online newspapers could be a good place for local marketers to reach out to their customer base.

Bob Jordan, President of The Media Audit said, "Daily newspapers were the first to embrace a multi-platform distribution strategy amidst a period when consumers were spending more and more time with the Internet. And as a result, newspapers followed the way of the consumer. By doing so, they have broadened their reach to include younger consumers. And these consumers are buying new cars and driving sales for retailers who represent a significant portion of the newspaper industry's revenue."

Tags: newspaper advertising, newspapers, online advertising, online newspapers, The Media Audit