Online Newspaper Audience Rising Twice As Fast As General Internet Population: Report - David Kaplan, Forbes

Newspapers’ online audiences are rising at twice the rate of the general internet audience, according to research by Nielsen//NetRatings for the Newspaper Association of America. The research is being used to back up a recent industry ad campaign undertaken by the NAA called Newspaper: The Multi-Medium. The goal is to attract marketers to newspaper websites based on the apparent sophistication and earning power of those particular readers when compared to average web surfers. Among the findings of the report, which was based on existing and ongoing data collected in Nielsen’s @Plan survey: -- An average of more than 59 million people (37.6 percent of all active internet users) visited newspapers online each month during Q1, a 5.3 percent increase over the same period a year ago, according to Nielsen//NetRatings NetView custom analysis. During the same time period, the overall internet audience grew just 2.7 percent.

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