New research from NAdbase shows that 36% of all US internet users visited a newspaper website in November 2006, and page views for newspaper websites increased 27% year on year during the second half of 2006.
The report also shows that during the second half of the year, unique visitors to newspaper websites averaged 57.3 million visitors in a month, a 15% increase on the same period a year ago.
John Kimball, Newspaper Association of America senior vice president and chief marketing officer, said: “Newspapers are succeeding in driving new innovations and growing their audiences in both size and value‌ no better time to launch our 2007 newspaper value campaign than the very day we provide advertisers with audience data spanning the medium’s full portfolio of print and digital products.”
According to the report, newspaper websites have contributed to a 13.7% increase in total newspaper audience for the 25 to 34 year-old demographic and a 9.2% increase for 18 to 24 year-olds.
It also shows that almost three out of four adults in the top 50 markets (115 million) read the newspaper over the course of a week, whilst 65.8% of 18 to 34 year olds in the top 50 markets read a newspaper during the course of a week.
John F Sturm, NAA President and CEO, said: “The ad campaign emphasizes newspaper’s ability to combine the strengths of the Internet and print while expanding its reach and influence in a time of critical transformation for the industry.”
In other research, the Newspaper Association of America revealed that advertising expenditures for US newspaper web sites increased by 35% to $745.5 million in the fourth quarter versus the same period a year ago (see US Newspaper Website Ad Spend Increases).
Meanwhile, Outsell’s second annual study of nearly 3,000 US news users showed that one in two use the sites Google, Yahoo!, MSN and AOL once or more each day for news (see US News Users Turning To Online)
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