A new survey done by Nielsen/NetRatings done for the Newspaper Association of America found on YahooNews shows only increasing numbers for newspapers’ websites readerships. From February to March of this year, unique audience grew 9%, page views by 38%, pages per reader 27% ad time per reader 6%. Overall, newspaper website traffic jumped 3.1% year on year, 44 million readers, or 29% of all internet users, consulting newspapers’ online versions. President of the NAA’s New Media Federation, Eliza Wing, commented that these readers are usually younger, educated, ethnically diverse, and employed. “Not only do newspaper reach a vast audience (online)… these are very loyal users, connected to their local news site and to the information, including advertising that appears there. The newspaper online audience presents an enormous opportunity.” The data of the Nielsen survey is not all that surprising, one example being that the number of visitors to the New York Times website exceeds its print circulation.
Yes, but is it a vast new audience? And how many of them are still reading the paper?