Online Readership of Newspapers Jumps Significantly

By: Jennifer Saba

More people are reading newspapers online, according to the latest statistics from the Newspaper Association of America. About 55 million people visited newspaper Web sites in Q2 — a 29.4% increase compared to the same period a year ago. The audience represents over one-third of all Internet users.

May was the most popular month in the quarter with over 56 million unique visits.

?This latest report is a strong indication that those who rely on the Web for information prefer newspapers Web sites as a key resource,? John Kimball, NAA senior vice president and CMO, said in a statement.

In April, nearly 54 million people visited a newspaper Web Site, while in June, 54.4 million visited an online newspaper.

The NAA also reports that for the quarter, users are lingering longer on newspaper Web sites with average visits of about 39 minutes, or a 6% increase from the same period last year.

Nielsen//NetRatings measured the data on behalf of the NAA. The newspaper total represents an unduplicated visitor total taken from a combined home and work panel of Internet users. Those 16-years and older participated in the survey with a non-shared computer at work and access from home. An individual who might read a national newspaper plus their local newspaper online is counted only once.

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