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BtoB

New Scarborough metric combines newspapers’ print, online readership

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New York—Scarborough Research announced a new metric that combines the audience of traditional printed newspapers with the audience of their Web sites. The analysis found that newspaper Web sites are contributing significant numbers of readers who do not necessarily read the printed publications, resulting in larger audiences overall. In addition, the audiences for newspaper Web sites tend to be younger than those of the printed newspaper. "The Integrated Newspaper Audience story is one that is very positive for the newspaper industry," said Gary Meo, senior VP-print and Internet services at Scarborough Research.

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