Survey: Web Doesn't Affect Print Readership

By: Carl Sullivan Newspaper Web sites rarely affect delivery frequency of the print edition, but have a positive impact on single-copy purchases, according to the latest survey conducted by Belden Associates of Dallas.

Visitors to seven newspaper Web sites were surveyed online between May and July, netting 13,952 responses. This is the sixth such survey conducted by Belden, according to Greg Harmon, director of interactive services, with different newspapers participating each time.

All six surveys have suggested that newspapers' online initiatives do not cannibalize print subscriptions. Equal proportions of newspaper Web site visitors stopped or started subscriptions, the survey found. In single-copy sales, 15% of the online users bought more frequently since visiting the site, while 6% bought less.

When asked about their print reading habits, 14% said they read print newspapers more frequently since using the newspaper Web sites; 14% said less. Harmon speculated that this "dead-wash" effect on print readership might eventually swing in favor of online readership and negatively affect single-copy print sales.

Overall, newspaper sites are drawing large audiences that don't read the print edition; 47% had not read a copy of the site-sponsoring newspaper in the previous week. And the online readers overwhelmingly report being satisfied or completely satisfied (79%) with the newspaper sites. Almost half said they used the sites four times or more in the last week.

The survey has some good news for classified advertising managers. Almost half of the site visitors said they had used the newspaper's classifieds during the last week. And even though this survey only looked at newspaper Web site users, they reported that they used the print newspaper classifieds more heavily than any other source. Print classifieds also generated the highest user satisfaction rating.

Newspaper site visitors should be a compelling audience for employers and other advertisers. The median age was 37 and 52% were men. The average user spent $442 online during the previous six months.

Harmon was particularly surprised by the growing use of wired portable devices. In its survey of newspaper Web site users last October, Belden found that only 9% had Web-enabled cell phones. But in the most recent survey, 25% owned the devices. "There's no doubt whatsoever that the cell-phone salesmen of America are putting this technology into people's hands," said Harmon, who suggested that publishers should figure out how to utilize this media.

Belden is now seeking newspaper partners for the next round of surveys, scheduled for September, with a focus on real estate. The seven participants in this round were Atlanta's AJC.com; Pittsburgh's Post-Gazette.com; Austin's Statesman.com; Las Vegas' Reviewjournal.com; Orange County, Calif.'s MyOC.com; ColoradoSprings.com; and Florida's EmeraldCoast.com.

To receive a free report on the survey, email gharmon@beldenassociates.com.