The New Newspaper
In recent years, the tremendous growth of newspaper websites has
attracted a diverse, new user to enhance the established print
audience. Online newspapers offer relevant, meaningful local news and
information in a 24/7 environment. Supplemented with video, audio,
blogs, photography, archives, community forums and mobile
communication features, online newspapers are constantly developing new
technologies to connect with readers.
Audience:
Average monthly unique audience grew by more than 5.3 million in 2008, a record year and an increase of more than 8.6% over 2007
73 Million Visitors…
During
the first quarter of 2009, sites attracted more than 73 million
visitors each month on average, an increase of 10% over the same
quarter in 2008. (Source: Nielsen Online)
93 percent of newspaper website visitors clicked on links for more information… “Newspaper websites are at the center of community conversations,
providing essential news and information that reaches nearly 44 percent
of active internet users each month. They are the premier online
destination for discriminating consumers who depend on a trusted local
brand in today’s cluttered media landscape. And our audience does more
than glance at ads – recent Scarborough research indicates that 93
percent of newspaper website visitors clicked on links for more
information and nearly 60 percent viewed or downloaded video and audio
ads.”
John F. Sturm, NAA president and CEO / Information from NAA Plan book 2010
Online Newspapers represent the future
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83% say their newspaper site will be among their primary destinations five years from now
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80% say they visit their online newspaper for local or regional news
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62% say the top reason they visit their newspaper site is for advertising information
NAA / 2010 advertising plan book