The Mystery of Newspaper Blog Growth

Earlier this week Nielsen reported “that Web traffic to the blog pages of the top 10 online newspapers grew 210 percent year over year in December (click the chart to enlarge):

blog growth

Nielsen research analyst Carolyn Creekmore offered this explanation: “It makes perfect sense for online newspapers, where responding to a blog posting is like writing an instant letter to the editor.”

While that’s certainly reasonable sounding it’s not automatic for me. Blogs on newspaper sites are really just columns, which have been around forever. Blogs, I would think, would simply be one more type of content on these sites. But the informality, freshness, personality and interactivity of blogs may be attracting new readers to newspaper sites who find them more engaging than other types of newspaper content.

This traffic growth would appear to validate the emerging community strategies for newspapers.


2 Responses to “The Mystery of Newspaper Blog Growth”

  1. Silver Smith Says:

    Or, perhaps those newspapers are pushing/promoting their blogs at the expense of their traditional article sections? The stats show only a 9% growth in overall audience, so mostly they’ve just shifted users from one type of their content to another.

  2. » Newspaper blog readership climbs Says:

    […] blurring lines between what a blog is and what a newspaper is, and Greg Sterling at Screenwerk has some thoughts as well. Technorati Tags: blogs media2.0 newspapers readership Tag with   | […]

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