Skip to main content

Newspaper Website Audience Segmentation

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 content is the newspaper's franchise, in print and online. This analysis shows that successful web sites are doing a good job of leveraging local content and attracting online readers with blogs, videos, podcasts, user generated content and other tools that enrich the online experience.

Relentless promotion is another attribute of successful newspaper web sites. These appear to be the ingredients that help propel online audience growth.

Given the duplication between website and newspaper readers, advertisers can also leverage the beneficial impact increased website audience has on impressions and frequency in media plans.

Seventy percent of newspaper website visitors also read the printed publication. This underscores the important cross-promotional opportunities newspapers now enjoy.

Newspapers need to get the story out about the value of their website readers to agencies and marketers, especially as the Internet's role in the marketing mix continues to grow. Brands have new cross-promotional opportunities, as people are interacting with newspapers in multiple ways: reading the printed publication, visiting the website, and using other products like free dailies or niche publications.

The Scarborough analysis also found that newspaper websites are delivering younger, more elusive audiences, particularly in the coveted 18-34 year old demographic. Website exclusive readership among adults ages 18-34 increased 21 percent (from 2.4 for the 12 months ending September 2005 to 2.9 percent for the 12 months ending March 2007). Website exclusive readers are those adults who visited the newspaper website but did not read the print edition during the past week.

Newspaper website readers are also increasingly wealthy and educated. The percentage of exclusive website readership among adults with annual household incomes of $75k increased 33 percent (from 2.4 percent for the 12 months ending September 2005 to 3.2 percent for the 12 months ending March 2007).

Exclusive website readership among adults with a with college degree or greater increased by 16 percent (from 3.1 percent for the 12 months ending September 2005 to 3.6 percent for the 12 months ending March 2007).

Popular posts from this blog

GenAI: A New Era in Business Transformation

The advent of artificial intelligence (AI) has ushered in a new frontier of innovation, with Generative AI (GenAI) at the forefront. At the brink of this revolution, it's crucial to understand the current GenAI adoption and its implications for commerce worldwide. A recent poll conducted by Gartner provides valuable insights into this emerging trend and the potential upside opportunities. Generative AI Market Development The poll, which included 1,419 executive leaders, indicates a significant shift in the corporate world's perception and adoption of GenAI. The data reveals that 45 percent of respondents are currently piloting GenAI, while another 10 percent have put it into production. This is a substantial increase from a similar poll conducted in March and April 2023, where only 15 percent were piloting and 4 percent were in production. GenAI is no longer a mere buzzword; it has become a strategic focus for organizations worldwide. As Frances Karamouzis, VP Analyst at Gartne

GenAI Revolution: The Future of B2B Sales Apps

When B2B buyers consider a purchase they spend just 17 percent of that time meeting with vendors. When they are comparing multiple suppliers‚ time spent with any one salesperson is 5 or 6 percent. Self-directed B2B buyer online research has already changed procurement. IT vendors are less likely to be involved in solution assessment. Now, more disruptive changes are on the horizon. By 2028, 60 percent of B2B seller work will be executed through conversational user interfaces via Generative Artificial Intelligence sales technologies -- that's up from less than 5 percent in 2023, according to Gartner. Generative AI Market Development "Sales operations leaders and their technology teams must prepare for the convergence of new forms of artificial intelligence, dynamic process automation, and reinvented deal-planning activities that will transform the sales function," said Adnan Zijadic, director analyst at Gartner . According to the Gartner assessment, Generative AI (GenAI) s

Industrial and Manufacturing Technology Growth

In an evolving era of rapid advancement, market demand for innovative technology in the industrial and manufacturing sectors is skyrocketing. Leaders are recognizing the immense potential of digital transformation and are driving initiatives to integrate technologies into their business operations.  These initiatives aim to enhance efficiency, reduce costs, and ultimately drive growth and competitiveness in an increasingly digital business upward trajectory. The industrial and manufacturing sectors have been the backbone of the Global Networked Economy, contributing $16 trillion in value in 2021. Industrial and Manufacturing Tech Market Development   This growth represents a 20 percent increase from 2020, highlighting the resilience and adaptability of these sectors in the face of unprecedented challenges, according to the latest worldwide market study by ABI Research . The five largest manufacturing verticals -- automotive, computer and electronic, primary metal, food, and machinery -