Newspaper websites add millions to net reach

Nine daily newspapers have attracted more than a half million net readers to their websites and 37 dailies have used website gains to achieve market penetration of more than 70%, according to a new research report from The Media Audit.

Bob Jordan, president of International Demographics, emphasized that the gains they speak of are net gains in the unduplicated reach of the newspapers and their websites. Duplications between readers of the print product and website product have been eliminated to reveal the net reach figures. Jordan also points out that all numbers in the report are for the SMSA (Standard Metropolitan Statistical Area) served by these newspapers.

“The newspaper website gains,” says Jordan, “become more impressive each year. The growth in the net reach numbers is spectacular.”

The newspapers with websites that attracted 500,000 or more readers to the net unduplicated reach of the newspaper via their websites are: New York Times with an additional 1,570,400 visitors that don’t read the print edition of the paper; Newsday (Long Island), 1,149,500; New York Post, 867,800; The New York Daily News, 840,200; Star Ledger/Jersey Journal, 734,700; Chicago Tribune, 661,900; Los Angeles Times, 598,400; San Francisco Chronicle, 587,800; and, The Palm Beach Post, 511,700. 

The 37 newspapers that have achieved market penetration of 70% or more are: New Orleans Times Picayune, 85.8; Omaha World-Herald, 83.7; Buffalo (NY) News, 82.1; Wisconsin State Journal/Capital Times, 82.0;  Arkansas Democrat-Gazette, 81.6;  Louisville Courier-Journal, 79.9; Toledo Blade, 78.7; Jackson (MS) Clarion-Ledger, 78.7.

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