Newspaper Web site traffic reaches 59 million a month

In the first quarter of 2007, newspaper Web sites had an average of more than 59 million visitors each month. This represents a 5.3 percent increase from the same period in 2006. More than one in three Internet users visited newspaper Web sites.

Newspaper Web sites have become increasingly more appealing to a general audience with the addition of music, news podcasts, videos and blogs. Blogs allow those in the community to connect with one another and share opinions. This technology has resulted in an increase in time spent on newspaper Web sites… from 39 minutes/month in 2005 to 45 minutes/month in 2007.

The audience for newspapers Web sites is also expanding. Adult 25-34 viewership has increased 13.7 percent and adult 18-24 viewership has increased by 9.2 percent since the same period a year ago. Adults who spend an average of 19 hours/week on newspaper Web sites are known as Power Users.

Power Users spend twice as much time online than nonusers of newspaper Web sites. Demographically, power users are younger, better educated and more affluent than nonusers. The mean age of a power user is 39, 52 percent have college degrees, and they have an average annual income of $73,200. The top three content draws for these Power User are weather, area entertainment and dining, and local-sales information.

The online audience for newspaper Web sites continues to grow at a record pace. Pairing newspaper Web site advertising with a print campaign will increase an advertisers reach and frequency.

Resources:
NAA 2008 Planbook
American Interactive Consumer Survey, 2005

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