In a decidedly mixed message for the newspaper industry, which has experienced little positive news for years, a new report shows that readership at newspaper Web sites has soared 11 percent year to year, to 39.3 million unique visitors in October. Meanwhile, according to the Audit Bureau of Circulations' latest FAS-FAX numbers, paid circulation at U.S. papers suffered a 2.6 decline. Editor & Publisher
, citing Nielsen/NetRatings, reports that, among newspaper readers, "22 percent have shifted their readership preferences from offline to online sources. The majority of readers, 71 percent, still prefer print newspapers, while 7 percent divide their time evenly between the two sources." Men (56 percent) constituted the majority of online newspaper readership in October. Also, not surprisingly, people with significant incomes ($100,000 - $150,000) were more likely to visit online newspapers.
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