Web Sites May Be Hurting Print Readership

By: Carl Sullivan The latest Sales & Site Survey from Dallas-based Belden Associates shows that newspaper Web sites may be beginning to negatively impact print readership.

Last summer, Belden found that Web sites weren't cannibalizing print subscriptions, single-copy purchases, or readership patterns. But successive quarters have shown subtle changes that suggest Web use may now be causing some erosion of print readership.

In the second quarter of 2002, Belden found that equal proportions of newspaper Web site visitors stopped or started print subscriptions, according to an online survey. In single-copy print sales, 15% of online users bought more frequently since visiting the site, while 5% bought less. When asked about the print reading habits, 14% said they read print newspapers more frequently since using newspaper Web sites; 14% said less -- a wash.

But the latest survey found that only 8% of online users bought more single copies, while 12% bought less. And 20% said they read the print edition less frequently, with 6% saying they read print more.

Belden cautions that its surveys are not national samples, and don't compare the same publications from quarter to quarter. Still, the consulting group collects the same data in each survey, and works to get a cross-section of newspapers of different sizes. Also, the online surveys don't consider the behavior of print subscribers who never use newspaper Web sites.

"We're not overly alarmed, but we think the industry ought to keep an eye on this thing," said Greg Harmon, Belden's interactive director. "I'm concerned about the readership number because readership is going to eventually affect purchasing behavior, whether it be single copy or subscriptions."

Belden isn't sure what's responsible for this trend, but the consultants have several theories. "We're watching the Internet change quickly and how people use the Internet is changing just as quickly," Harmon said. "We're seeing newspapers better able to deliver information online and users are more adept at using the Web to find what they need."

On the plus side, 25% of non-print subscribers said they were somewhat or very likely to start a print subscription in the future. "It indicates that the visitor base is a pretty good tool for getting potential subscribers," Harmon said. "Publishers should give a little more thought to marketing print subscriptions on their sites."

The most recent survey included the Las Vegas Review-Journal, Denver Rocky Mountain News, The Denver Post, Dayton (Ohio) Daily News, and Longview (Texas) News-Journal. Belden is now recruiting online newspapers to participate in its next Sales & Site Survey.

For more information or a free copy of the report, e-mail Greg Harmon at gharmon@beldenassociates.com.