3Q: Newspapers Draw 41% of US Internet Users

According to an analysis conducted by Nielsen Online, newspaper websites attracted a record 68.3 million unique visitors in the third quarter of 2008 - that's more than 41% of all American Internet users! This represents a 15.8% increase over the same period last year. Experts believe that this year's major news stories - the presidential election race and economic crisis - have positioned newspaper websites favorably in comparison to their online counterparts. Newspapers' reputation for credibility and editorial authority are attracting large audiences seeking information about these top stories.

Newspapers Are Most Devoted Medium

I just stumbled across an interesting research brief for a study conducted by Mediamark Research Inc. that showed how media consumers tend to use different media forms either simultaneously or exclusively. Not surprisingly, people tend to "media multitask" less frequently while reading a newspaper as compared to surfing the net, watching television, or listening to the radio. The numbers tended to vary depending on whether individuals were using media at home or out-of-home, but in both cases newspapers garnered the most undivided attention from their readers:

Percent of Exclusive Media Usage In Average Day

AT HOME
Newspapers 55.0%
Internet 53.8%
Magazines 53.6%
Television 49.4%
Radio 28.3%

OUT-OF-HOME
Newspapers 54.8%
Magazines 49.0%
Radio 34.6%
Television 32.6%
Internet 20.4%

As people are presented with more forms for news and information consumption, newspapers are still maintaining a high level of engagement with their audience. It's also interesting to note that most other forms (with the exception of newspapers) had their out-of-home engagement level dip dramatically when compared to at-home usage. Media planners often consider circulation, reach, and frequency when sketching out a media buy. It's important not to forget the unparalleled engagement that newspapers offer readers (and advertisers!)

Interview with NJPA Executive Director John O'Brien

Click the link below to listen to an interview with NJPA Executive Director John O'Brien on WOR Radio's The John Gambling Show. "O'B" discusses his insights on the financial state of newspapers, the importance of considering newspaper's integrated audience, and why blackberries won't replace printed newspapers anytime soon.

http://www.wor710.com/topic/play_window.php?audioType=Episode&audioId=2916144

Newspaper Sites Set the Pace

A recent article in Adweek discussed a report from the Online Publishers Association that touted the power of local media sites in motivating consumers to make purchases. Their report showed that newspaper sites ranked #1 with 46% of consumers taking action after viewing local ads, followed by local TV sites (44%), local magazine sites (42%), user review sites (39%) and portals (37%).

Newspaper sites and other local media sites also attracted high numbers of consumers who spent more than $500 online in the past 12 months as compared to the general online population.

NJPA has created a way for local advertisers to deliver their digital message to this highly motivated, online savvy audience that visits newspaper websites. NJLinkLocal is a simple, cost-effective program that delivers packages of impressions across a statewide network of community newspaper sites. For more information on NJLinkLocal, visit the NJPA website.

Checking The Vital Signs

This week brought an exciting opportunity for our team to present some of the positives in the newspaper industry to a healthcare client. Based on a recommendation from "Dr." Todd Moreland (below left, NJNN Business Development Manager) we decided to go in dressed in scrubs calling ourselves "The Surgical Marketing Team". Also included in the picture to the right of Todd are Dr. Joe Odas (Print Media Specialist), me, and Dr. Amy Lear (NJNN Director and our resident brain surgeon).

I can't begin to describe how fun it was to go into an advertising meeting dressed in character complete with witty doctor speak: "We recommend a treatment plan that includes the tried-and-true remedy of print newspaper advertising combined with the cutting edge technology of newspaper websites for a one-two punch that will ensure your marketing health."

This unique opportunity also gave me a chance to refresh myself on some of the vital signs of NJ newspapers. From a study conducted by Belden Associates of NJ adults, we know that 82% read a newspaper in an average week. The reach is even higher for select demos: Business Professionals (83%), College Grads (86%), Homeowners (86%), and Individuals with Annual Household Income Over $150K (89%). As election season rapidly approaches, we also know that newspapers are NJ's #1 media source for news about state issues, politics & elections, and local community affairs.

The test results are in...and the prognosis is good!

Newspaper Sites Gain Audience in Q2

According to a release from Nielsen Online on behalf of the NAA, 40% of Internet users or 66.4 million unique visitors accessed a newspaper website in Q2 2008. That represents a 12.2% jump over the same period a year ago. This news comes right on the heels of a press release from Yahoo that announced that the search engine has driven more than 100 million visits to its newspaper partners. More than 775 newspapers across the country have agreed to provide content to the search engine giant to populate its news feeds and other channels such as Yahoo Sports and Yahoo Finance.

A quick look at Scarborough data shows that this trend of increasing reach for newspaper websites is alive and well in New Jersey. The reach for newspaper websites in NJ has more than doubled since Scarborough added newspaper websites to its survey in early 2007. In NJ, newspaper websites beat broadcast and radio websites for statewide reach. Plus, a total of seven newspaper sites reach more than 100,000 unique visitors per month in the Garden State. With this news it's becoming clear that one of the best ways to reach New Jerseyans is an effective combo of newspaper brands' print and online media.

Local Web Ads Bolster Newspapers

I just came across a blog post by Len Muscarella, President of Interactive Media of Parsippany, NJ where he discusses signs that local online ad revenues are starting to replace the losses in print. Some key stats:

• US newspaper sites reach more than 65 million unique visitors per month (Nielsen Online)
• Newspaper sites generated $3 billion in revenue in 2007, an 18% jump over 2006 (NAA)
• Revenues of local newspaper sites (not including national titles such as Wall Street Journal and USA Today) are expected to reach $3.7 billion in 2008 (Borrell Associates)

Len also shares some information on NJPA's online ad placement services that launched in 2007. To view the full story, visit Len's blog. Thanks to Len for helping spread the good news about newspapers and for helping promote NJPA's one-stop newspaper website ad services!