Online Newspaper Readership on the Rise

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By: E&P Staff

Newspaper circulation is trending down, but a new study released today by the Newspaper Association of America shows a 3.1% increase in the number of people who read newspapers online.

Close to one in three Internet users read an online newspaper in March, representing roughly an audience of 44 million, according to Nielsen/NetRatings, which conducted the study on behalf of the NAA. The data takes into account both home and work usage.

The study also found that unique visitors to other news and information sites dropped 4% in March.

“This data confirms that the use of newspaper Web sites represents one of the largest and growing single audience collectives on the Internet, and demonstrates that newspapers continue to attract readers through online brand extensions and new products,” said John Sturm, NAA president and CEO, in a statement.

Unique audience grew 9% from February to March. Page view consumption rose 38% and time per person increased 6%. The study found that average quarterly reach in Q1 was 29% compared with 27.5% during the same period last year.

The NetRatings newspaper total represents a de-duplicated visitor total. That is, an individual who might read a national newspaper plus their local newspaper online is counted only once.

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