Research published by the Newspaper Association of America (NAA) claims newspaper websites are expanding their reach at a rapid pace, with one in three internet users in the US visiting a newspaper web site over the course of a month.
The 2006 Newspaper Audience Database (NADbase), claims that 55 million Americans read newspaper websites each month, with unique visitors increasing by 21% over the course of 2005. In addition, page views increased by 43% over the year, marking increased loyalty by website users.
According to the NADbase study, newspaper websites are also increasing the total newspaper audience, particularly among younger readers. Newspapers in America now attract 14% more 25 to 34 year olds and 9% more 18 to 24 year olds, the study says.
“NADbase is a major component of the industry’s multilevel initiative to answer advertisers’ needs for measurement data that reflects newspapers’ full reach and audience,” explained NAA president and CEO John F. Sturm.
“Readership is the most comparable measure of the value of newspapers, and it is critical that the newspaper media be able to report information on consumers of all ages and across the full portfolio of print and digital products that we distribute every day.
“This latest wave of NADbase data shows once again the strong gains that our industry is making in leveraging the power of their web sites to broaden their appeal to today’s audiences.”
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