by Tatiana Repkova

The Newspaper Audience Database (NAdbase) report, issued by the Newspaper Association of America shows that during the second half of 2006 unique visitors to newspaper Websites averaged 57.3 million visitors a month or one in three of all Internet users, a 15 percent increase over the same period a year ago (49.8 million) (Nielsen//NetRatings).

In addition, newspaper Web sites contributed to a 13.7 percent increase in total newspaper audience for the coveted 25- to 34-year-old demographic and a 9.2 percent increase for 18- to 24-year-olds (Scarborough). The report did not give figures, however, on the drop-off of the young reading print alone.

“The latest NAdbase report is strong evidence that newspapers are succeeding in driving new innovations and growing their audiences in both size and value,” said John Kimball, NAA senior vice president and chief marketing officer.

http://www.followthemedia.com/tickle/ticklefile02042007.htm#12; April 5, 2007