Commentary

Web Sites Increasing Local Newspaper Penetration Markedly

Web Sites Increasing Local Newspaper Penetration Markedly

According to a special release from The Media Audit, newspapers are increasing their market penetration beyond 60, 70 and even 80 percent with the help of their websites. Ten daily newspapers have achieved a net reach of more than 80 percent. The full report will be available at the Newspaper Association of America Marketing Convention in Las Vegas, January 28-31.

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Bob Jordan, president of International Demographics, says "To improve the net, newspaper(s) are... making impressive gains in attracting viewers to (their websites.) As recently as 2003 just 30 daily newspapers had attracted more than 20 percent of adults in their immediate market to their websites. Our current numbers show 49 dailies have attracted more than 25 percent of adults and 30 dailies have attracted 30 percent or more."

The New Orleans Times-Picayune leads the nation with a net reach in the metropolitan area they service of 87.3 percent.

  • Approximately 593,800 adults said they read the Times Picayune during the past month
  • 287,500 adults said they visited the newspaper's website during the same period
  • "The net gain, when the duplications between the two groups are eliminated, is approximately 43,900...," says Jordan

The other daily newspapers in the top ten and their percent of market penetration are:

  • Omaha World-Herald, 84.1%
  • Buffalo News, 83.3
  • Arkansas Democrat-Gazette, 83.3
  • Louisville Courier-Journal, 82.0
  • Charleston (SC) Post & Courier, 80.7
  • Lexington Herald-Leader, 80.6
  • The State (Columbia SC) 80.3
  • Peoria Journal Star, 80.2
  • Rochester (NY) Democrat & Chronicle, 80.0

Please visit the Media Audit here for more on this summary, and information regarding availability at the NAA Marketing Convention.

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