Newspaper web sites attracted 31% more visitors in 1H06

During the first half of 2006, unique visitors to newspaper Web sites averaged more than 55.5 million visitors a month or 1 in 3 of all Internet users, a 31% increase over the same period a year ago (42.4 million)(Nielsen//NetRatings), according to results released today by the Newspaper Association of America in its fall 2006 Newspaper Audience Database (NAdbase) report. 

Newspaper Web sites have also helped drive a 15% increase in total newspaper audience for 25- to 34-year-olds and 10% increase for 18- to 24-year-olds (Scarborough).

The NAdbase analysis shows the continued broad reach of the print audience, with three out of four adults (75%) in the top 50 markets (114 million) reading the newspaper over the course of a week. Two-thirds (66%) of 18- to 34-year olds in the top 50 markets are reading a newspaper during the course of a week, and nearly 8 in 10 (77%) of 35- to 54-year-olds and 83% of those 55 and older read a newspaper in the past week (Scarborough).

Page views for newspaper Web sites increased 52% during the first half of 2006, according to NAdbase. In July 2006, 35% of all Internet users visited a newspaper Web site, a 27% increase from July 2005 (Nielsen//NetRatings). Newspapers own 11 of the top 25 national news and information Web sites, and locally, newspapers provide the dominant information site in most of the top 75 markets (Scarborough).

NAA today also launched a new interactive tool built by Scarborough Research designed to allow advertisers to generate their own reports on national and local newspaper print and online audience data, comparing selected markets or newspapers across a range of demographic segments. The new tool is available on a new NAA advertiser site, http://www.newspaperaudience.com. Visitors to www.newspaperaudience.com can sort newspaper audience data in a variety of ways, and generate Adobe Acrobat or Microsoft Excel files with their results.

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