Metrics 2.0: 24% Increase in Visitors to Newspaper Web Sites; 58M Visitors in Sept.

More than 58 million people (or more than 1 in 3 active Internet users) visited newspaper Web sites in September, generating more than 2.7 billion page views, a record level, according to a report by Nielsen//NetRatings for the Newspaper Association of America.

ONLINE NEWSPAPER AUDIENCE
Month	Unique Audience	Active Reach%	Total Page Views	Pages Per person	Time Per Person (mm:ss)	Visits Per Person
Sept-05	47.4 mil.	31.87%	1.9 billion	40.65	37:52	7.41
Sept-06	58.2 mil.	37.03%	2.8 billion	47.80	42:01	7.94
Source: Nielsen//NetRatings Custom Analysis for NAA

For the third quarter of 2006, nearly 57 million people (36.5% of all active Internet users) visited newspaper Web sites each month, a 23.9% increase from the same period a year ago. Users continue to increase the amount of time they spend on newspaper Web sites with the average visitor spending more than 41.5 minutes per month during the quarter, a 10.9% increase over this time last year.

NAA’s fall 2006 Newspaper Audience Database (NAdbase) report, that analyzed the total audience (print readership and online usage) of the nation’s top 100 newspapers, released Oct. 4, revealed that Newspaper Web sites have helped drive a 15% increase in total newspaper audience for 25- to 34-year-olds and a 10% increase for 18- to 24-year-olds (according to data from Scarborough Research).

NAA is a nonprofit organization representing the $59 billion newspaper industry and more than 2,000 newspapers in the U.S. and Canada. Information about NAA and the industry also may be found at www.naa.org.

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24% Increase in Visitors to Newspaper Web Sites; 58M Visitors in Sept.