Whilst many believe that newspaper websites diminish the number of readers who will actually fork out for a paper copy of their chosen paper, analysis of circulation at 236 French newspapers by Pressflex shows no such effect. On the contrary, a typical French newspaper with a web site outperformed its siteless peers between 1999 and 2001, a period in which French Internet usage soared.
The French figures validate previous US newspaper readership surveys that have suggested that newspaper web sites generate significant marketing benefits. The 236 newspapers, all members of the French circulation audit association
Diffusion Contrôle, recently released their circulation results for 2001.
In the period 1999-2001, the average French regional daily newspaper sans web site lost 0.88% of its circulation. Newspapers with web sites lost only 0.27% of their circulation over the same period.
| Daily Newspaper Circulation Changes |
| |
1999-2000 |
2000-2001 |
1999-2001 |
| |
Average |
Average |
Average |
| Dailies with site |
-0.87% |
0.20% |
-0.77% |
| Dailies without site |
-1.56% |
-0.14% |
-1.50% |
| All papers |
-1.18% |
0.02% |
-1.15% |
| Source: Pressflex, February 2002 |
The average weekly newspapers in France with a web site increased its circulation by 1.2% in the 1999-2001 period compared to an increase of 0.96% for the average weekly without a web site.
| Weekly Newspaper Circulation Changes |
| |
1999-2000 |
2000-2001 |
1999-2001 |
| |
Average |
Average |
Average |
| Weeklies with site |
-0.18% |
1.08% |
0.81% |
| Weeklies without site |
0.06% |
0.99% |
1.34% |
| All weeklies |
0.04% |
1.00% |
1.24% |
| Source: Pressflex, February 2002 |
A newspaper website which includes good quality content can increase a newspapers reach and serve as a magnet for readers in both its online and traditional for. The site can, in effect, become a point of sale for the newspaperÂ’s current subscriptions, special publications and back issues. It is a magnet for new readers and taps into audiences untouched by traditional print channels.
As the internet audience is, by and large, still fairly young newspapers can attract new audiences by other means, the most likely of which is via search engines whilst looking for information on a particular subject. Readers from beyond the newspaper’s traditional geographical region may also access content and develop loyalty.
Whilst many may chose to read their news online, primarily, the research suggests that browsing on the net is not a replacement to traditional newsprint but a complement. According to a 2000 study by the Newspaper Association of America, print newspapers are preferred over online for their ease of use.
