Newspaper Web sites attracted nearly 66.4 million unique visitors on average in the second quarter of 2008, a 12.2 percent increase over the same period a year ago, according to a custom analysis provided by Nielsen Online for the Newspaper Association of America.
The NAA said newspaper Web site visitors generated an average of more than 3 billion page views per month, compared with nearly 2.7 billion in the year-ago period.
To help promote newspapers’ value for online advertisers, the NAA created a new Web site, www.newspapermedia.com, which highlights the benefits newspapers can provide, the group said.
“With newspaper sales staffs placing an unprecedented emphasis on digital advertising, newspapermedia.com offers the information they need to demonstrate the effectiveness of the medium’s multi-platform offerings,” said Randy Bennett, NAA’s senior vice president of business development.
Rochester, Washpost tops
Meantime, the Rochester (N.Y.) Democrat and Chronicle and Washingtonpost.com retained their No. 1 positions for weekly print and online audience ratings, respectively, in Scarborough Research’s second release of its Newspaper Penetration Report.
Scarborough’s report tracks newspaper audience ratings for newspapers and their Web sites across 81 local markets.
The Democrat and Chronicle took top honors with a market penetration of 80 percent, Scarborough said, while washingtonpost.com each week attracted a higher percentage of local market adults — 22 percent — than any other newspaper in the country.
The Democrat and Chronicle also took first by boasting an integrated newspaper audience of 81 percent. The integrated newspaper audience combines a paper’s weekly reach — both electronically and in print.
The report covered data collected from February 2007 to March 2008.
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