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GrapevineStar Media Trend Alert – Newspaper Web Traffic Up 20%

Newspaper sites saw a 21% boost in traffic — as well as strong performance in unique visitors and time spent — during September, according to the Newspaper Association of America. By Staff of Newspaper Association of America

Newspaper sites saw a 21% boost in traffic — as well as strong performance in unique visitors and time spent — during September, according to the Newspaper Association of America.
By Staff of Newspaper Association of America
Traffic to newspaper sites was up 21% in September, compared to the same month a year ago, according to comScore data prepared for the Newspaper Association of America. Newspapers also performed well in other key engagement categories, including time spent and unique visitors.

Unique visitors (up 9%) and total page views (up 10%) also rose in September. Users also spent more time with newspaper sites during the month, with total minutes spent rising 11% compared to the same period a year ago. For the third quarter, newspaper sites attracted an average monthly audience of 110.4 million unique visitors ages 18-plus — some 64% of all Internet users.

“This strong audience growth coincided with the introduction of paywalls at many newspaper companies,” NAA’s president and CEO Caroline Little said in a statement. “Clearly, consumers place high value upon the content that newspapers create — and they are seeking out newspaper websites to get it. Not only do online platforms deliver reach and engagement, they attract the demographics that advertisers want, which bodes well for the continued growth of this revenue stream.”

The NAA also said that newspaper sites were reaching key audiences, including: 74% in households earning more than $100,000; 58 percent of 18- to-34- year-olds; and 62% of Internet users with children at home.

This is the first time NAA has been able to provide an annual comparison since it began using comScore to track Web audience data in September 2010

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