Just some more information to help you make an informative decision regarding your advertising...
Newspapers own 11 of the top 25 online news and information Web sites and, locally, they provide the dominant information site in most of the top 75 markets.
More than a third of active Internet users-56 million adults-visited newspaper Web sites in May 2006 2005, a 30 percent increase from the same period in 2005, according to Nielsen//NetRatings. Who are these newspaper Web site users: they tend to be younger, better educated and more active users than Internet users generally. In addition:
- 91 percent recently shopped online
- 89 percent recently bought online
- 71 percent are only daily at work
- 68 percent have broadband at home
- 56 percent used the newspaper Web site at least once a day
- 40 percent are under 35
- 22 percent have incomes higher than $100,000 annually
For newspaper Web site users, the printed newspaper is still the primary source for local advertising but the newspaper Web site beats TV, radio and Yellow Pages as the next best source.
And advertising on newspaper Web sites, like its print counterpart, is also a destination. According to the 2005 American Interactive Consumer Survey, more than 32% of newspaper Web site users were very interested in advertising content, behind only weather as an area of interest; more than 40% of young adults were very interested in advertising, behind weather and entertainment content.
For those who research purchases on the Web and shop at local stores, 65 percent said ads on the local newspaper Web site influenced their purchase decision more this year than last.
Advertising that Influenced a Purchase
(Newspaper Web Site Users)
Source: MORI Research Power Users Study 2006
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