Newspaper Online Readership Jumped in Q4, Setting Records

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By: E&P Staff

Newspaper online readership soared in Q4 up 6.9% to 57.6 million monthly unique visitors — a record increase since the Newspaper Association of America started tracking the data in January 2004.

Within Q4, October was the best month. More people visited newspaper Web sites — 58.7 million — than any other month on record.

“Newspaper Web sites continue to shatter records each quarter as they execute [innovative] strategies to expand the newspaper footprint,” John Kimball, senior vice president and chief marketing officer at the NAA, said in a statement.

Indeed, Q4 outperformed the average amount of monthly visitors for 2006. For the year, online readership jumped 22% to 56.4 million monthly unique visitors compared to the previous year.

During Q4 more than 36% of all active Web users visited newspapers online with visits averaging 43 minutes a month.

The NAA also revealed that traffic to blog pages at the top 10 newspaper Web sites grew 210% in December compared to the same month a year ago.

Nielsen/NetRatings tracks the data on behalf of the NAA. The report takes into account home and work Internet usage. Visitors are not duplicated.

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