Newspaper Websites Reach Record Audience In First Quarter

A Report from US

Newspaper companies drove record traffic to their websites in the first quarter of 2010, attracting an unprecedented 74.4 million unique visitors per month on average – more than one-third (37 percent) of all Internet users. This new record follows the strong audience newspapers delivered in last year’s fourth quarter, with News Paper Websites drawing an average of 72 million unique visitors per month during that period.

The findings, part of a custom analysis provided by Nielsen Online for the Newspaper Association of America, also indicated that newspaper website users generated more than 3.2 billion page views during the first quarter, spending more than 2.3 billion minutes browsing the sites.

“Newspaper publishers continue to experiment with aggressive new business models, leveraging trustworthy and robust content to attract large audiences to their digital properties month after month,” said NAA President and CEO John F. Sturm. “As the economic outlook begins to improve, our industry will continue to shape its own future with digital products and services that grow audience and offer maximum value to advertisers.”

The Nielsen Online figures follow recent data from comScore research indicating that consumers consider Local Newspaper Websites to be the most trusted source of online advertising, with ads that are perceived to be more current, credible and relevant to them. The study, Site Matters: The Value of Local Newspaper Websites, also found that consumers consider local newspaper websites the top online source for local information — ahead of the totals for all other media.

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