Nielsen Online, NAA: Newspaper Companies Drew Record Traffic in Q1 2010

By: E&P Staff

Newspaper companies drew unprecedented traffic to their Websites in the first quarter of 2010, on average attracting 74.4 million unique visitors per month — more than one-third of all Internet users, according to a custom analysis provided by Nielsen Online for the Newspaper Association of America.

This latest statistic comes on the heels of the strong audience numbers posted by newspaper sites in Q4 2009, and indicate that visitors to newspaper sites generated more than 3.2 billion page views during the first quarter of 2010, spending more than 2.3 billion minutes browsing.

The new numbers echo the sentiments heard in ?Site Matters: The Value of Local Newspaper Web Sites,? a February survey conducted by comScore for the NAA, which found that newspaper Web sites continue to be the most used and valued sites for consumers seeking credible and trustworthy local content and advertising online.

Some 57% of the 3,050 respondents in that survey identified local newspaper Web sites as the top online source for local information — ahead of the totals for all other media. Newspaper sites ranked first as a source for local information (29%), local sports (27%), local entertainment (26%) and local classifieds (39%), ahead of local TV Web sites and other news portals.

?As the economic outlook begins to improve, our industry will continue to shape its own future with digital products and services that grow audience and offer maximum value to advertisers,? NAA President and CEO John F. Sturm said in a statement. ?Newspaper publishers continue to experiment with aggressive new business models, leveraging trustworthy and robust content to attract large audiences to their digital properties month after month.?

The Nielsen Online findings:

— Month: January 2010

Unique Audience: 74,966,930

Active Reach (%): 36.91

Page Views: 3,451,867,238

Total Sessions: 623,193,732

Total Minutes: 2,484,648,995

Pages Per Person: 46

Sessions Per Person: 8.31

Time Per Person (mm:ss): 33:09

— Month: February 2010

Unique Audience: 76,097,361

Active Reach (%): 37.82

Page Views: 3,080,669,030

Total Sessions: 556,582,281

Total Minutes: 2,214,130,029

Pages Per Person: 40

Sessions Per Person: 7.31

Time Per Person (mm:ss): 29:06

— Month: March 2010

Unique Audience: 72,062,119

Active Reach (%): 36.44

Page Views: 3,207,824,338

Total Sessions: 597,102,217

Total Minutes: 2,331,164,973

Pages Per Person: 45

Sessions Per Person: 8.29

Time Per Person (mm:ss): 32:21

Q1 Average

Unique Audience: 74,375,470

Active Reach (%): 37.06

Page Views: 3,246,786,869

Total Sessions: 592,292,743

Total Minutes: 2,343,314,666

Pages Per Person: 44

Sessions Per Person: 7.97

Time Per Person (mm:ss): 31:32

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