Top 10 Online Newspapers Blog Traffic Grew 210% YoY in December to 3.7M Visitors

Web traffic to the blog pages of the top 10 online newspapers grew 210% year over year in December 2006, compared to the 9% overall unique audience growth to these online newspapers, according to Nielsen//NetRatings (NTRT). Unique visitors to blog pages accounted for 13% of their December 2006 Web traffic, up 9 percentage points from 4% in December 2005.

U.S. Top 10 Online Newspapers and their Blog Pages - Unique Audience

Roll-Up

UA (000) Dec-05

UA (000) Dec-06

Year-Over-Year Growth

Top 10 Online Newspapers

27,371

29,940

9%

Blog Pages within Online Newspapers

1,217

3,776

210%

Source: Nielsen//NetRatings, January 2007

“As Web 2.0 becomes a predominant online consumer model, traditional publishers are adopting interactive forums like blogs,” said Carolyn Creekmore, senior director of media analytics, Nielsen//NetRatings. “It makes perfect sense for online newspapers, where responding to a blog posting is like writing an instant letter to the editor,” she continued.

The overall unique audience to the top 10 online newspapers skewed male, with 60% men and 40% women while among newspaper blog pages, this skew intensified, with 66% men and 34% women. 

“Men tend to be both early adopters of new technologies and avid consumers of news,” said Creekmore. “That having been said, women make up slightly more than half of the active Internet universe and we can expect them to play an increasingly significant role in blog consumption.”

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