Commentary

Internet Accounts for One Third of Consumer Media Day

According to a recent report by The Media Audit, in the past three years, the average U.S. adult has nearly doubled their daily use of the Internet as the average U.S. adult spent 2.1 hours per day online in 2006, compared to 3.8 hours in 2008, an 81% increase over three years.  As a result, the Internet now represents 32.5% of the typical "media day" for all U.S. adults when compared to daily exposure to newspaper, radio, TV and outdoor advertising.  

Even those who are considered heavy newspaper readers spend about as much time online today as the typical U.S. adult. According to the report, heavy newspaper readers, those who spend more than an hour per day reading, currently spend 3.7 hours per day online.  In 2006 the Internet represented only 18.4% of a heavy newspaper reader's "media day," but today it represents 28.4%.

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 The report further reveals that seven daily newspapers have achieved a net unduplicated reach of 80% or more when the past 30-day website visitor figure is combined with the past month print readership figure. Among these newspapers are the:

  • New Orleans Times Picayune with a total unduplicated reach of 85.8%
  • San Antonio Express-News (80.6%)
  • Post-Standard in Syracuse (84%)
  • Buffalo News (83.3%)
  • Democrat & Chronicle in Rochester (80.9%)
  • Peoria Journal Star (80.4%)
  • Omaha World Herald (82.2%)

In addition, a new ranking by The Media Audit reveals that among the more than 100 daily newspapers measured in the U.S. across 88 markets, New Orleans' nola.com is the top daily newspaper website based on the percent of adults within a metro area who have visited a daily newspaper website in the past 30 days.

According to the data, the website reaches 50.4% of the more than 800,000 adults who live in the New Orleans metro area. The figure represents 422,354 unique monthly visitors. The website audience, when combined with the Times Picayune's monthly print readership figures, represents 85.8% total unduplicated reach among adults 18+ in New Orleans for the Advance Publications, Inc. owned newspaper.   

 San Antonio Express News' mysa.com tied nola.com with a 50.4% rating, however, the unduplicated reach for the website audience and print readership was 80.6% compared to the Picayune's 85.8%. Washingtonpost.com ranked third.

 Rounding out the top ten daily newspaper websites is Ann Arbor News' mlive.com, followed by the Atlanta Journal Constitution's ajc.com, The Post-Standard's syracuse.com,  Indianapolis Star's indystar.com, Birmingham News' al.com, Virginian-Pilot's hamptonroads.com/pilotonline.com, and Reno Gazette-Journal's rgj.com.

Top Ten Daily US Newspapers (% of Adults Within Metro Area Visiting)

Media

 Read Past Month

Media Website

Visited Past Month

Total Unduplicated Net Reach

 

Persons

Rating

  

Persons

Rating

Persons

Rating

Times - Picayune

633,131

75.6

Nola.Com

422,354

50.4

718,443

85.8

San Antonio Express - News

935,813

64.7

Mysa.Com           

729,347

50.4

1,165,318

80.6

Washington Post

2,538,089

66.9

 Washingtonpost.Com

1,576,931

41.6

2,926,282

77.1

Ann Arbor News

169,970

62.4

 Mlive.Com          

113,066

41.5

202,012

74.1

Atlanta Journal Constitution

2,026,172

52.8

Ajc.Com

1,572,397

41.0

2,548,905

66.4

The Post-Standard

393,708

78.9

Syracuse.Com

203,173

40.7

423,696

84.9

Indianapolis Star

827,179

68.6

Indystar.Com

481,824

39.9

938,412

77.8

Birmingham News

519,804

64.9

Al.Com

318,595

39.8

612,476

76.5

Virginian - Pilot

578,594

48.6

 Hamptonroads/Pilotonline.Com

467,859

39.3

753,799

63.3

Reno Gazette - Journal

181,972

52.0

Rgj.Com

136,635

39.0

213,589

61.0

Source: The Media Audit, May 2009

 Bob Jordan, President of The Media Audit concludes that, "Daily newspapers were the first to embrace a multi-platform distribution strategy amidst a period when consumers were spending more and more time with the Internet. And as a result, newspapers followed the way of the consumer. By doing so, they have broadened their reach to include younger consumers. And these consumers are buying new cars and driving sales for retailers who represent a significant portion of the newspaper industry's revenue... " 

For more information about this report, or to obtain a copy of the Daily Newspaper Reach Analysis, please visit the Media Audit here.

 

2 comments about "Internet Accounts for One Third of Consumer Media Day".
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  1. Tilly Pick from Development Practice 360, LLC., June 25, 2009 at 9:54 a.m.

    really good stuff. thanks for sharing.

  2. Wayne Davies from ASureImage, July 3, 2009 at 5:26 a.m.

    I'm not surprised. This mirrors my own experience exactly. Most of my work is done online, and not surprisingly, most of my media consumption is now also done online (I'm already here). TV gets less and less of a look in, and I can't even remember when I last brought a newspaper. I don't even bother with the free papers they hand out in front of the tube (though I might if I was a regular commuter).

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