A recent release from The Newspaper Association of America (NAA), entitled "Online Newspaper Viewership Reaches Record in 2007" has declared 2007 a "banner year" for U.S. newspaper websites. The fourth quarter of the year boasted the highest traffic ever since the NAA began tracking online audience in 2004.

Naturally the figures must be viewed relative to overall online growth, and it is there that it becomes more difficult to gauge the significance of the new figures.   

According to Nielsen online tracking, the number of American adults online has not shifted dramatically since 2004. However, the monthly average of viewers on newspaper websites has increased from 41 million in 2004 to 61 million today, representing a substantial growth of 38% in overall online share.

However, although actual numbers of Americans online has stagnated, there has been a steep increase in the amount of time they spend on the Web, and the number of pages they view. In that context, the figures are no longer as impressive.

According to Randy Bennett, NAA’s vice president of audience and new business development, new features on newspaper websites, including video and reader interaction, should encourage increased usage. The Summer Olympics and the U.S. presidential race will also likely drive traffic.

Sources: The Wall Street Journal