Online newspapers slow down print erosion
By Erina Lin, Thursday 21 February 2008 at 22:21 :: Online/Digital Publishing :: #1300 :: rss
Although print circulation is dropping, there is a hope emerging from online readership, as the online newspaper audience is currently making up 28 percent of print readership losses, according to Scarborough Research.
This study surveyed local newspaper Web site users of 88 newspapers in the top 50 U.S. markets from August 2004 through March 2007. It found that online newspaper readership grew 14 percent over that period, and 70 percent of all newspaper Web site visitors also read the printed papers.
"The good news is at least there is growth, and that is not happening on the print side," said Gary Meo, senior vice president of print and digital services at Scarborough, according to Editor & Publisher. "The key is that Web site audience is slowing the erosion."
The survey also found online newspapers attract more adults in the 18-34-age bracket than the printed newspapers. Also, exclusive online readership, which means a person reads newspapers online only, increased 21 percent from August 2004 to March 2007.
Scarborough also interviewed some newspaper executives about their online properties in this study. The papers that have gained on its integrated newspaper audience (those who read print and online), including the Albuquerque Journal & Tribune, the Chicago Tribune, the Buffalo News, and the Greensboro News & Record, pointed to three components of success - relentless promotion, functionalities like photo sharing and the focus on local content, E&P reported.
“These papers are doing a lot to promote their Web sites," Meo said, according to E&P. "And it’s actually working."
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