Web-only readers expand US regionals’ reach
Posted by
Martin Stabe
on 25 August 2006 at 11:32
Tags: Journalism, Newspapers, Regionals, United States
Web-only readers account for between two and 15 per cent of readers in the top 25 US regional newspaper markets and are helping papers expand their reach to sought-after upmarket audiences, according to a new study by Scarborough research (PDF).
The study, reported by PaidContent.org, suggests US regional papers have been able to use their websites to attract new audiences, particularly among the young and affluent who have been assumed not be be reading newspaper content.
Scarborough concludes that its study shows that “newspaper websites have undergone an important transition in the minds of media executives as well as readers. They are no longer a footnote in the story of a newspaper’s success; they have become a headline.”
Tags: Journalism, Newspapers, Regionals, United States
