• by Jack Loechner , Staff Writer @mp_research, August 1, 2007

Online Newspaper Readers a "Sophisticated Audience"

According to the Newspaper Association of America, more than 59 million people (37.3 percent of all active Internet users) visited newspaper Web sites during the second quarter of 2007, a record number that represents a 7.7 percent increase over the same period a year ago,. 

In addition, newspaper Web site visitors generated nearly 2.7 billion page views per month throughout the quarter, compared to slightly more than 2.5 billion during the same period last year. And, more than 60 million people visited newspaper Web sites during May 2007 that month, more than any month on record. 

NAA President and CEO, John F. Sturm, said "... readers are visiting newspaper Web sites in record numbers for in-depth news and information as well as hyper-local information... These sites ... (offer) thought-provoking blogs to complement the journalistic excellence that makes newspapers a community's most trusted resource."

In addition to this data, Nielsen//NetRatings reports that users spent a combined 7.2 billion minutes browsing newspaper Web sites during the second quarter during nearly 1.4 billion total visits.

Sturm added that "... the amount of time users spend enjoying a newspaper's digital content further establishes these sites as premier online destinations for a demanding and sophisticated audience."

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