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BizReport : Research : September 03, 2009

Report: Newspaper website traffic on the upswing

When it comes to newspapers, many brands and advertisers are closing their advertising budgets. But that action may be separating them from a growing consumer base. A recent report from the Newspaper Association of America and Nielsen Online shows that one-third of all Internet traffic is going to newspaper websites, a number no marketer should ignore.

by Kristina Knight

Not only are consumers visiting websites, this report finds that newspaper website visitors are more engaged with ads and more likely to take action based on an ad seen. Nielsen researchers found that 82% of adults who saw an ad on a newspaper site or in a newspaper 'took action' based on that ad. What actions are consumers taking? They are clipping coupons, making purchases or visiting websites for more information.

"The newspaper audience continues to expand as publishers aggressively capitalize on their investments in digital properties, adding robust features and launching new products to attract a highly valuable consumer audience," said NAA President and CEO John F. Sturm. "Advertisers who want to reach consumers ready to make purchasing decisions continue to use the trusted newspaper brand to ensure their messages are heard through the crowd."

Researchers found that more than 70 million unique visitors landed on newspaper websites in June 2009, that is nearly 36% of the total US online audience. Not only are consumers visiting newspaper hubs, they are devouring content there.

Here are some numbers from the report:

• Newspaper visitors generated 3.5 billion page views in June
• Newspaper visitors spent 2.7 billion minutes browsing newspaper sites
• More than 590 million online sessions found consumers on newspaper websites

So, while many marketers are avoiding newspaper advertising, the smart money is on keeping newspaper ads - especially online ads - in the marketing budget for the foreseeable future.

Tags: newspaper advertising, newspaper advertising MORI Research, Newspaper Association of America, newspapers, online advertising

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