Study finds significant overlap in online, print news readership

Posted by Mica Swyers on June 18, 2007 at 3:47 PM

According to a study commissioned by The Newspaper National Network, 81% of respondents regularly consumed both online and print news products. The successful crossover between forms of media confirms newspapers’ efforts to provide readers with an online product.

63% of the 81% read the newspaper before 10am, while only 34% used the online version in the morning hours. In the afternoon, however, 46% said they read newspaper websites while a lower 41% read the printed source. President and CEO of NNN, Jason Klein, theorized that these numbers might reflect the morning availability of printed papers as well as readers’ tendencies to track stories online later in the day.

The crossover group also appeared fairly Web savvy with 93% responding that they were likely to follow links for more information. Similarly, 63% utilized multimedia content, and more than half of the crossover group read or wrote blogs.

The study’s results provide a positive feedback for newspapers’ development of their corresponding websites. In addition, advertisers should take advantage of both print and online, which “serve different and complementary roles in the purchase cycle,” says Klein.

Source: Media Post

Posted in :