“In our most recent survey daily newspaper web sites are out performing all other local media in 51 of 81 markets we covered,” says Bob Jordan, co-chairman of the service that produces The Media Audit. In 67 of those markets newspaper web sites are attracting more than 10% of their immediate market’s adult population. Almost all other local media are struggling to attract low, single-digit percentages. “There are some exceptions, some of them rather spectacular exceptions,” says Jordan, “but they are very few.”
The Washington Post web site leads the way in attracting an Internet audience with 32.8% of Washington DC area adults visiting the site in a 30-day period and this figure relates to a percent of total market population, not just a percentage of adults connected to the internet.
