Newspapers have been attracting larger audiences with their websites, partly compensating for the decreased readership of their print editions, according to a new report from Scarborough Research. The analysis of data from 88 newspapers in the top 50 local markets August 2004-March 2007 showed web site growth making up for print losses by 28 percent. Interviews with newspaper executives brought out several common themes among successful news sites, including local coverage, unique and interactive content such as blogs, videos and podcasts, and cross-promotion. Among the highlights:
- Online audience has grown 14 percent, making up print audience losses by 28 percent.
- Readers aged 18-34 who view only the online editions increased 21 percent.
- Online readers are increasingly wealthy and educated; readership among adults with annual household incomes of $75k increased 33 percent.
- Readership among adults with a college degree or higher increased by 16 percent.
good2gether comment: Given the service we provide to newspapers, this is terrific stuff.