Scarborough Research released the results of a special analysis of newspaper website audience. The market study included a trend of newspaper website audiences among the top 50 U.S. local markets, as well as interviews with newspaper executives about their websites. Scarborough found that newspaper website audience is growing and is compensating for some of the declines in print readership. The special analysis, which examined data collected August 2004 - March 2007 for 88 newspapers, found that newspaper website audience coverage has grown 14 percent -- from 6.4 percent for the 12 months ending September 2005, to 7.3 percent for the 12 months ending March 2007. Overall, the increase in website audience is mitigating print audience losses by 28 percent. Scarborough interviewed select newspaper executives about their websites, and found several common themes for website success: a commitment to localism, developing unique and interactive content, and relentless cross-promotion. Local co...
TMT Market Research Summaries and Analysis