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Just An Online Minute... Blog Readership Growing For Major Newspapers
by Wendy Davis, Wednesday, January 17, 2007, 1:30 PM

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Many of the largest online newspapers, including The New York Times, The Wall Street Journal and The Washington Post, have beefed up efforts to create blogs.

Consider, the Times alone now boasts Screens, a blog devoted to online video; Carpetbagger, about the Oscar awards; and The Lede, dedicated to further exploring major news stories, among other relatively new blogs.

It seems intuitive that readers are visiting such blogs; after all, why else would papers continue to support them?

Now, however, there's some objective support showing that online newspaper readers have taken to the publications' blogs. Data released this morning by media measurement company Nielsen//NetRatings shows that blog pages within the top 10 online newspapers drew around 3.8 million unique visitors last month--more than triple December 2005's 1.2 million.

By contrast, total online readership at the top 10 newspapers during that time has only grown by 9%, from 27.3 million in December 2005 to 29.9 million last month.

These numbers also mean that the proportion of online newspaper readers that also visit the paper's blog has grown from around 4% at the end of 2005 to around 12% last month.

Nielsen//NetRatings also reported that newspapers' blog readers tend to skew male--even more so than online newspapers in general. Men accounted for 66% of visitors to blogs, and 60% of visitors to online newspapers last month.

3 comments on "Just An Online Minute... Blog Readership Growing For Major Newspapers"

  1. Arthur Barbato from Advertising Database
    commented on: January 18, 2007 at 1:18 PM
    Excellent report Wendy! Thank you. Newspaper blog readership up 9%+ is a good uptrend, no? having a croos-platform for readers to interact on is web 2.0 imperative. I posted on adarthurity, just yesterday, about cross-platforms being a necessity in 2007 for media properties and advertisers too!

  2. Robb Westaby from Clear Channel Radio
    commented on: January 18, 2007 at 8:57 AM
    Compare the writing on the blogs to the writing in the newspaper. How much of the growth has to do not with the newness of the blogs but with the fact that many newspaper bloggers are allowed to be more interesting online? It sure is the case with my local paper's bloggers.

  3. anthony ingram from TheBoxStopsHere.com
    commented on: January 17, 2007 at 2:14 PM
    Creating blogs is good - if the content is good. But what about establishing partnerships with blogs that already exist that address issues of interest to various segments of their current readers? (www.TheBoxStopsHere.com)

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