Study shows newspapers attract more than a third of online audience

Posted by Simon Day on September 3, 2009 at 1:25 AM

According to a recent study by the Newspaper Association of America and Nielsen Online, newspaper websites attract more than one third of all Internet users, Biz Report wrote on Thursday.

The study revealed more than 70 million visitors to U.S. newspaper sites during June 2009, a number which makes up nearly 36 percent of the entire U.S. online community.

The report also showed that advertising on online papers is more effective with visitors to the newspaper Websites more engaged in the ads and more likely to act on the advertising.

According to the study 82 percent of adults who viewed an advertisement on a newspaper Website "took action" because of that ad. These "actions" include clipping coupons, making purchases or visiting the product's website.

"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."