US: Online readership growing, especially with young readers

Posted by Lindsay Berrigan on April 3, 2007 at 10:09 AM

The Newspaper Association of America (NAA) recently found that, contrary to what many think, young readership of newspapers is actually increasing - when taking newspaper websites into account. Readership increased 13.7% for ages 25 to 34, and 9.2% for ages 18 to 24 in the last year.

Further, the NAA found that during the second half of 2006, online newspaper readership increased to 57.3 million users per month, up 15% from the same period a year before.

The data comes from NAA’s NAdbase, which, in conjunction with Nielsen and Scarborough Research, tallies online and print readership.

NAA also recently launched its trade advertising campaign “Newspaper: The Multi-Medium”, aimed at media planners and buyers. This is the second ad campaign emphasizing newspapers’ online abilities. The ads have run in over 1,000 newspapers since the first campaign launch in March 2006.

Source: Editor and Publisher via Media Bistro