Newpaper Sites’ Traffic Growing

This MediaPost piece (reg. req’d) republishes NAA data that shows very healthy 31% growth for online newspaper readership. The NAA says there were about 55.5 million monthly uniques at US newspaper sites in the aggregate, in the first half of 2006. The NAA also points to growth in the desirable 18-34 year old demographic segment.

Here’s more information regarding the composition of the online newspaper audience.

The challenge for newspapers is to take that audience and turn them from readers into shoppers/buyers. While print newspapers were found to be the single greatest influence on local shopping by the Dieringer Research Group in 2005, online newspapers were last in their influence.

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Related: Here’s another MediaPost piece that summarizes financial analysts’ relatively grim assessment of the newspaper industry as a whole. But Lexis-Nexis found that among US users traditional media have more credibility than online media when it comes to important news.


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