To facilitate national reach at
a local level, the Newspaper National Network has created a new advertising portfolio consisting of 115 newspaper Web sites in the top 25 DMAs, the national newspaper ad sales group announced
Thursday. The Top 25 group includes properties from The New York Times Co., Tribune Co., Advance, McClatchy, Hearst, A.H. Belo, Lee, and Digital First, among others.
According to the
NNN, the “Top 25” group reached a combined readership of 94.4 million unique visitors ages 18+ in February 2014, per comScore, giving it an overall reach of 46.7% of the U.S. Internet
population and making it larger than competing news sites, including CNN International, NBC News Digital, ABC Digital, Buzzfeed.com, Huffington Post Global, Weather.com and About.com.
Indeed, in comScore’s multiplatform measurement for the news and information category, the NNN Top 25 came second only to Google Search, with around 168 million unique visitors.
The Top 25 audience skewed more affluent than the U.S. Internet population in general, with 52% having a household income of $75,000 or more, compared to 45% of all U.S. Internet users.
Additionally, it came first in the news and information category when it came to reaching men ages 18-34, with 17.5 million visitors, besting sites like ESPN.com with 16.1 million and Bleacher Report,
with 13.5 million.
Among women, the group reached 2.8 million visitors ages 18-49 who consider themselves beauty conscious, compared to less than half a million for the Hearst Beauty
& Fashion Network and Glam Style.
Newspaper Web sites also scored high as search destinations, for example reaching 8.5 million adults 18-49 searching for information about health
treatments and conditions, compared to 4.4 million for WebMD Health and 2.2 million for Everyday Health
NNN CEO Ray Chelstowski explained the rationale behind the new Top 25
group: “In order to get people to consider newspaper digital platforms in aggregate, we considered it important to form a comScore entity.” He added that newspapers offer
“transparency and a comfort zone for advertisers, in terms of the content their advertising is aligned against. It’s content consumers know and respect.&rdquo