NEWSPAPER WEB SITE AUDIENCE INCREASES MORE THAN TEN PERCENT IN FIRST QUARTER TO 73.3 MILLION VISITORS

NEWSPAPER WEB SITE AUDIENCE INCREASES MORE THAN TEN PERCENT IN FIRST QUARTER TO 73.3 MILLION VISITORS
Newspaper Web Sites Set Records for Audience, Page Views and Active Reach; Latest Scarborough Research: Newspapers Attract Key Demographics in Print and Online

Arlington, Va. – Newspaper Web sites attracted more than 73.3 million monthly unique visitors on average (43.6 percent of all Internet users) in the first quarter of 2009, a record number that reflects a 10.5 percent increase over the same period a year ago, according to a custom analysis provided by Nielsen Online for the Newspaper Association of America.

In addition, newspaper Web site visitors generated an average of more than 3.5 billion page views per month throughout the quarter, an increase of 12.8 percent over the same period a year ago (3.1 billion page views). These figures are the highest for any quarter since NAA began tracking the data in 2004.

“Digital success has become a critical component of newspapers’ transformation, and these record audience numbers provide further proof that Americans continue to rely on the trusted newspaper brand for highly accurate news and information in print and online,” said NAA President and CEO John F. Sturm.

“In an increasingly challenging media environment, consumers know they can turn to newspapers – whether in hardcopy or digital form – for insightful analysis and comprehensive reporting on the issues that impact their lives day in and day out.”

From Nielsen Online:
Month Unique Audience Active Reach Percentage Page Views Pages per person Time Per Person (mm:ss) Visits Per Person Jan-09 74,811,622 44.34 3,725,769,971 49.80 45:58 8.48 Feb-09 71,802,892 43.02 3,492,080,132 48.63 43:54 7.79 Mar-09 73,308,926 43.42 3,393,482,352 46.29 41:33 8.31 Q1 Average 73,307,813 43.59 3,537,110,818 48.24 43:48 8.19
Source: Nielsen Online Custom Analysis*

Month Unique Audience Active Reach Percentage Page Views Pages per person Time Per Person (mm:ss) Visits Per Person Jan-08 66,880,280 41.32 3,228,542,924 48.27 45:49 8.48 Feb-08 66,546,096 41.00 3,064,614,644 46.05 43:09 8.07 Mar-08 65,685,195 39.90 3,111,859,189 47.38 43:37 8.30

Q1 Average 66,370,524 40.74 3,135,005,252 47.23 44:18 8.28
Source: Nielsen Online Custom Analysis*

Newspaper Web Sites Capturing Desirable Demographics Another aspect of newspapers’ online audience was released in the latest data from Scarborough Research,** which provides further evidence of newspapers’ ability to deliver valuable demographics to advertisers. Research highlights include: 34 percent of Americans with a post graduate degree have visited a newspaper Web site in the past week. Nearly nine in 10 (87 percent) of those in this group either visited a newspaper Web site or read a print newspaper in the last seven days. 32.4 percent of people who have purchased a house, condominium or co-op in the last year visited a newspaper Web site last week (84.8 percent have read the newspaper in print or online in the last seven days). 28.2 percent of those with a household income of $100,000 or more have visited a newspaper Web site in the last seven days; 82.7 percent of that group either read a print newspaper or visited a newspaper Web site in the same time period. 29.9 percent of those whose occupation is in management, business or financial operations visited a newspaper Web site in the last week (80.9 percent read the paper in print or online in the last seven days). “The latest findings from Scarborough Research help put a face to the millions of Americans who visit newspaper Web sites each month ,” explained Randy Bennett, NAA’s senior vice president of Business Development. “Quarter after quarter, newspaper Web sites and their print counterparts attract a growing, affluent and highly educated audience that delivers unparalleled value to advertisers.” NAA Analysis: Latest Trends Bennett provides further information and perspective on these numbers in NAA’s latest podcast. * The Nielsen Online newspaper total audience represents a de-duplicated visitor total based on its RDD (Random Digit Dial) recruited, combined home and work panel of Internet users (i.e. an individual who might read a national newspaper plus their local newspaper online is only counted once). The target sample (2 years or older) has access from a non-shared PC at work and/or access from home. The Nielsen Online monthly newspaper total represents the de-duplicated reach of a custom list of hundreds of sites collectively. ** From Scarborough Research, Release 2, 2008, Multi-Market Report NAA is a nonprofit organization representing the $47 billion newspaper industry and more than 2,000 newspapers in the U.S. and Canada. NAA members include daily newspapers, as well as non-dailies, other print publications and on-line products. Headquartered near Washington, D.C., in Arlington, Va., the Association focuses on the major issues that affect today’s newspaper industry: public policy/legal matters, advertising revenue growth and audience development across the medium’s broad portfolio of products and digital platforms. Information about NAA and the industry also may be found at http://www.naa.org.

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