Study: Visitors to U.S. newspaper Web sites increase
By Erina Lin, Wednesday 31 October 2007 at 21:53 :: World Digital Media Trends :: #789 :: rss
Although U.S. newspapers reported a print ad revenue fall in the third quarter, the number of visitors to the newspaper Web sites went up 3.7 percent, according to the Newspaper Association of America.
Over 59 million people, or 37.1 percent of all active online users, visited newspaper Web sites during the quarter, growing from 56.9 million a year ago, the Newspaper Association stated, citing data provided by Nielsen//NetRatings.
The results, which is set to be released on Wednesday, also point out that online users spent an average of 43 minutes per month on newspaper Web sites, up 4 percent over the same period last year, Reuters reported.
Moreover, newspaper site visitors generated 2.8 billion page views per month during the quarter, growing from 2.5 billion in the quarter 2006.
The results also found that several publishers, including Tribune, Gannett, and McClatchy, reported higher online ad revenue compared to their print counterparts.
Newspapers and newspaper Web sites reach 77 percent of adults per week. They reach 65 percent of adults aged 18 to 24 and 69 percent of adults aged 25 to 34, Reuters reported.
Newspaper readership increases with household income, according to the report - 56 percent of people with income of less than $10,000 a year read newspapers, but 85 percent of people with income over $100,000 a year do so.
The report also indicates the positive relationship between educational degrees and newspaper readership - 61 percent of people with some high school education read newspapers, but 89 percent of people with postgraduate education do so.
To read more on this topic, visit our partner site, Editorsweblog.org.
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