NAA: Newspaper Sites See Traffic Rise In Q4

Unique visitors to newspaper sites increased nearly 6% during the fourth quarter, with nearly 63% of Internet users visiting newspaper sites, according to Newspaper Association of America analysis of comScore data.
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NetNewsCheck,

Traffic to newspaper websites rose nearly 6% during the fourth quarter of 2011, according to a new report from the Newspaper Association of America.

Newspaper sites logged more than 111 million monthly unique visitors, an increase of about 6 million compared to the same period a year ago, according to NAA analysis of comScore data. Some 63% of all U.S. adult Internet users visited newspaper sites during the quarter, the NAA said.

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Average daily visitors increased by more than 3 million —nearly 15% — during the quarter. Total time spent on the site also increased, rising 14% during the quarter, the association said.

“The comScore data for 2011 demonstrate the growing appeal of newspapers’ online content — particularly for engaged, informed and affluent users whom advertisers, especially those buying political advertising in an election year, seek to reach,” Caroline Little, NAA president and CEO, said in a statement.

In the 45-to-54 age group, 67% of Internet users visited newspaper websites. Newspaper website reach of Internet users in the 18-34 demographic was at or above 60%, the NAA said. “During all of 2011, the percentage reach of Internet users enjoyed by newspaper websites never dipped below 61%.” Little said.

“Web-based and other digital platforms at newspapers are capturing – and holding – attention in the marketplace,” she said.

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