Thursday, August 20, 2009

Newspapers Get Big Reach but Shrinking Revenues

According to Nielsen Netview, more than 70 million US Internet users visited newspaper Websites in June 2009, giving the category an active reach of 35.89%. The average time each visitor spent looking at newspaper sites that month was nearly 38.5 minutes.

“The newspaper audience continues to expand as publishers aggressively capitalize on their investments in digital properties, adding robust features and launching new products to attract a highly valuable consumer audience,” said John F. Sturm, president and CEO of the Newspaper Association of America (NAA). “Advertisers who want to reach consumers ready to make purchasing decisions continue to use the trusted newspaper brand to ensure their messages are heard through the crowd.”

Because of changes in methodology, Nielsen’s figures for June 2009 may not be directly comparable to data from previous years. All the same, Editor & Publisher reported some dramatic gains and losses in time spent at particular newspaper Websites. Time spent at The New York Times site, for example, fell by nearly 50% from June 2008 to June 2009. People spent more time at the sites of the Chicago Tribune and USA TODAY and at Boston.com.

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