WebProNews

While print circulation of newspapers has declined online readership has risen. Overall, the increase in the online newspaper audience has made up 28 percent of the losses in print circulation, according to a new study from Scarborough Research.

Scarborough examined newspaper Web site readership of 88 newspapers in the top 50 local markets from August 2004 to March 2007. It found that online newspaper readership rose 14 percent during that period and that 70 percent of the newspaper Web site audience also read the printed version.

Gary A. Meo, Scarborough
(Photo Credit: Scarborough)

"The Internet has injected new life into an industry that has been battling declining audiences for decades. There is a new era of opportunity knocking at its door -- one that did not exist previously," said Gary Meo, senior vice president, print and digital services, Scarborough Research.

"Newspaper websites, together with other products such as free daily papers and various niche publications, are part of a powerful advertising portfolio."

Newspaper Web sites are attracting more adults in the 18-34 year old demographic. Web site exclusive readership, users who only read the online edition of newspapers, increased 21 percent from August 2004 to March 2007.

"Local content is the newspaper's franchise, in print and online," Meo said.

"This analysis shows that successful web sites are doing a great job of leveraging local content and attracting online readers with blogs, videos, podcasts, user generated content and other tools that enrich the online experience."