Online Audience Figures Come as New Research Indicates Newspaper Advertising Remains the Most Powerful Tool for Advertisers Who Want to Motivate Consumers to Take Action

Arlington, Va. – Newspaper Web sites attracted more than 70.3 million unique visitors in June (35.9 percent of all Internet users), according to a custom analysis provided by Nielsen Online for the Newspaper Association of America.   Newspaper Web site visitors generated 3.5 billion page views during the month, spending 2.7 billion minutes browsing the sites over more than 597 million total sessions.

“The newspaper audience continues to expand as publishers aggressively capitalize on their investments in digital properties, adding robust features and launching new products to attract a highly valuable consumer audience,” said NAA President and CEO John F. Sturm.  “Advertisers who want to reach consumers ready to make purchasing decisions continue to use the trusted newspaper brand to ensure their messages are heard through the crowd.”

From Nielsen Online:

Click here for hi-res version of chart

Source: Nielsen Online Custom Analysis*
These audience figures reflect Nielsen’s introduction of its new methodology, part of an effort to provide a significantly larger sample size, which allows more newspaper Web sites to be reported with greater depth and granularity.  As a result of this change, comparisons with prior period reports are not statistically valid. Further details on this new methodology are available at the conclusion of this release.

New Research: When Consumers Read Newspaper Ads, They Take Action

The latest Nielsen numbers come as early data from a MORI Research survey of 3,000 adults**, indicates that newspaper advertising remains the leading advertising medium cited by consumers in planning, shopping and making purchasing decisions.  The study, part of a series entitled “American Consumer Insights,” also found that 82 percent of adults said they “took action” as a result of newspaper advertising – from clipping a coupon or making a purchase to visiting a Web site to learn more.

“The latest numbers from Nielsen Online, coupled with early data from MORI Research, speak to the ongoing strength of newspaper Web sites and the enduring reach of the medium’s print product, which attracts nearly 105 million readers each day,” said Randy Bennett, NAA’s senior vice president of Business Development.  “As the financial environment improves and advertisers return to spending, they will want to reach the valuable and engaged consumer audience that only newspapers can deliver through their multiple platforms.”

NAA Perspective and Analysis

Bennett provides further perspective on the newspaper Web audience, as well as the MORI research in NAA’s latest podcast.
Early results of the research indicate:

Newspaper Readers Seek Out Advertising Content: Nearly six in 10 adults (59 percent) identify newspapers as the medium they use to help plan shopping or make purchase decisions.
Newspaper Readers are Involved: 41 percent of U.S. adults say newspapers are the medium used most to check out ads – more than radio TV, Internet, magazines and catalogs combined.

Newspaper Readers Take Action: 82 percent of U.S. adults took some action as a result of a print newspaper ad in the past 30 days: 61 percent clipped a coupon, 50 percent bought something advertised and 52 percent visited a store.
Newspaper Readers Value Insert Advertising: 73 percent of adults regularly or occasionally read newspaper inserts, and 82 percent have been spurred to action by a newspaper insert in the past month.

* Effective with June 2009 data, Nielsen has made several enhancements to the NetView service, including an increased sample size of more than 230,000 panelists, more granular reporting and improved accuracy and representativeness. Due to the enhancements, trending of previously-reported data with current results may show percentage differences attributable to these product enhancements and should only be compared directionally.

** MORI Research conducted this phone and Internet survey of more than 3,000 adults for the Newspaper Association of America. MORI Research is a division of Frank N. Magid Associates, a leading research-based consulting firm serving an international clientele from offices in Minneapolis, New York, Los Angeles, and Marion, Iowa. Engagements range from tactical and operational issues to strategic direction and are informed by the perspective gained from broad and deep experience over the past 50 years in all sectors of the media, communications and entertainment industries.

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

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