Report: Newspaper Growth Shifts To Online - InformationWeek

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Report: Newspaper Growth Shifts To Online

Newspapers are struggling to hold on to readership offline, but on the Web their growth rate is in the double digits.

Newspapers are struggling to hold on to readership offline, but on the Web, their growth rate is in the double digits, the industry said Monday.

The number of unique visitors to newspaper Web sites jumped 21 percent from January to December 2005, and page views soared by 43 percent over the same period, the Newspaper Association of America said. A total of 55 million people, or one in three Internet users, visited a newspaper Web site in November.

Newspapers also reported an increase in the number of younger visitors to Web sites, which attracted 14 percent more 25- to 34-year-olds by the end of last year and 9 percent more 18- to 24-year-olds.

The numbers were taken from the spring release of the NAA's 2006 Newspaper Audience Database, which the industry presents to advertisers. The NAA released the report at the NEXPO newspaper exhibition and conference in Chicago.

"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,” John F. Sturm, NAA president and chief executive, said in a statement.

In the top 50 markets, nearly two thirds of consumers with household incomes of $150,000 or more read newspapers on an average weekday, and more than seven in 10 read the paper on an average Sunday.

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