NAA, comScore Offer New Local Web Data

Posted Tuesday, June 17, 2003 12:00 am

By: The Newspaper Association of America of Vienna, Va., has teamed with comScore Networks Inc. of Reston, Va., to provide new research about the size and characteristics of newspaper Web site audiences and their offline buying power.

The NAA will use comScore's Media Metrix LocalScore data to promote the value of online newspapers as tools to reach local consumers, who shop both online and off. The goal is to show the offline spending potential of newspaper Web site users.

Measuring 78 local markets, the LocalScore data shows that Minneapolis-area visitors to startribune.com spent a total of $925 million in restaurants last year, while Miami-Fort Lauderdale residents who visited Sun-Sentinel.com spent $373 million dining out. Those figures might be used by publishers to attract more food advertisers.

"Local advertisers, from restaurants to retailers to accountants and car dealerships, are demanding more relevant and convincing research to demonstrate the opportunity and ROI [return on investment] of online advertising in their own markets," said David Shipps, vice president of comScore Local Market Solutions, in a statement.

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NAA, comScore Offer New Local Web Data

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