Wednesday, May 2, 2012

Online users still turn to newspapers' stories, content

Almost three-quarters of Internet users access newspaper content in some form during a typical week, according to a survey conducted for the Newspaper Association of America. About two-thirds of readers use a digital platform several times a day to read newspaper-generated content, and about the same proportion said they act on digital ads in the paper. "Clearly, newspapers' embrace of multiplatform strategies provides significant opportunities for audience and revenue growth," NAA President Caroline Little said. Meanwhile, another NAA study found that the number of unique adult visitors to newspaper websites increased 4.4 percent in the first quarter compared with the first quarter last year. An analysis of comScore data showed that the number of adult daily visitors increased 10 percent, with an identical increase among 18- to 24-year-olds.