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#29078 - 05 Oct 06 08:32 ?/Online newspaper readership grows
KuKuKaChu Moderator Offline
Pooh Bah

Registered: 09 Oct 05
Posts: 10790
Loc: Centre of the Universe
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Online newspaper readership grows

By Robert MacMillan
Wed Oct 4, 8:04 AM ET

The average number of monthly visitors to U.S.
newspaper Web sites rose by nearly a third in the
first half of 2006, a study released on Wednesday
said, though print readership at some larger U.S.
newspapers fell.

The study, released by the Newspaper Association of
America, underscores the Internet's importance to
papers beset by falling circulation and advertising
revenue in their print editions.

The average number of unique visitors to online
newspaper sites in the first half was more than 55.5
million a month, the study said. That compares with
42.2 million a year earlier.

Those numbers come from Nielsen//NetRatings, which
tracks Web audience usage data.

"Newspaper Web sites have become a significant
addition to the print product, and are driving large
audience growth," said John Kimball, the association's
chief marketing officer.

The number of page views at newspaper Web sites rose
by about 52 percent in the first half, the association
added.

U.S. newspaper publishers have been fighting to hold
on to advertisers as many of them lose readers to
other media, including the Internet.

Key to the latest report is the finding that Web sites
are bringing in more younger readers, the association
said.

The Washington Post's Web site increased its audience
reach among readers aged 25 to 34 by more than 60
percent, the report said. Audience reach combines the
average weekly print audience and the net 30-day Web
site audience.

Overall, Newspaper Web sites helped drive a 15-percent
increase in the total newspaper audience for 25- to
34-year olds and a 10-percent increase for 18- to
24-year olds, the association said.

It did not provide comparisons to the same period last
year for total print newspaper readership. Readership
numbers, which were provided by Scarborough Research,
include circulation, shared copies and any other way
that someone could end up reading a newspaper.

Print readership fell, according to a comparison of
figures from the two periods conducted by Reuters.

The New York Times readership dropped 5.8 percent to
more than 4.7 million people, while the largest U.S.
paper, Gannett Co. Inc.'s USA Today, fell 3 percent to
about 6.9 million. The Wall Street Journal, owned by
Dow Jones & Co. Inc., saw readership remain nearly the
same at more than 5.1 million.

Papers owned by Tribune Co., which is exploring
alternatives that could include a sale, also saw
readership fall. The Chicago Tribune slid 12.4 percent
to 1.6 million and the Los Angeles Times dropped 9
percent to 2.2 million.
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#29079 - 05 Oct 06 09:05 Re: ?/Online newspaper readership grows
chewwyUK Offline
Pujangga

Registered: 14 Sep 06
Posts: 2392
Loc: Jakarta
personally I dont know where I would be with www.thesun.co.uk !! Infact since I have been working overseas I would say that I get all my news from the web - either through news sites or sites like the BBC - its going to get worse for these papers as more and more people turn to free content on the web.
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#29080 - 05 Oct 06 10:04 Re: ?/Online newspaper readership grows
riccardo Offline
Pujangga

Registered: 12 Oct 05
Posts: 2195
Loc: Jakarta
That's a good article, BUT one thing that I've been trying to find out, because ACNielsen does not do it, is how much each of these newspaper companies are making on web ads in comparison to print ads.

In RI, print newspaper readership is also dropping like a rock, but overall newspaper company ad revenues are rising steadily by 5~10% across the board.

What I am surmising -- but have not been able to confirm because apparently it's far too complex a question for the marketing and ad people at these companies -- is that web ads are making up the difference, and then some.

I do know that Kompas's online ads have become incredibly ubiquitous, almost approaching detik.com for unruliness. But that does mean money.
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#29081 - 05 Oct 06 10:19 Re: ?/Online newspaper readership grows
KuKuKaChu Moderator Offline
Pooh Bah

Registered: 09 Oct 05
Posts: 10790
Loc: Centre of the Universe
indeed, the shift to internet advertising does not mean higher revenues. in fact, it means precisely the opposite! newspapers might still be able to demand premiums for their advertising real estate, however the end is nigh.

with increasingly ubiquitious internet, 3G and wifi, the pressure on hardcopy media will become intense. i predict that in 2-3 years, many newspapers will become shadows of their former selves, and their fat advertising will go with them.
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#29082 - 05 Oct 06 10:37 Re: ?/Online newspaper readership grows
riccardo Offline
Pujangga

Registered: 12 Oct 05
Posts: 2195
Loc: Jakarta
Then again, maybe those who place the ads -- and pay for them -- are just stuck in the old mindset and do not see the dropping readership, and thus continue to pay for them at the set(rising with inflation) prices....

There must be some accountants in the ad departments that have these numbers, but I've not had any luck over the past two weeks of digging.
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Just here proffering my pearls to swine, my throat to wolves and my trousers to the flagpole.

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#29083 - 05 Oct 06 10:51 Re: ?/Online newspaper readership grows
KuKuKaChu Moderator Offline
Pooh Bah

Registered: 09 Oct 05
Posts: 10790
Loc: Centre of the Universe
i think that's exactly it ... old mind sets. the old fossils think newspapers are forever, and just don't see the possibility of a greatly diminished role in the forseeable future.
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