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BtoB

Unique visitors to newspaper Web sites up 31% in first half of the year

Published on .

Vienna, Va.—A report released Wednesday by the Newspaper Association of America shows that during the first half of the year, unique visitors to newspaper Web sites increased 31% compared with the same period in 2005.

The number of visitors grew to more than 55.5 million from 42.4 million, according to Nielsen//NetRatings. Newspaper Web sites had a 15% increase among 25-to-34-year-olds and a 10% increase for 18-to-24-year-olds, according to Scarborough Research.

The NAA on Wednesday also launched a new online tool (www.newspaperaudience.com) designed to allow advertisers to generate their own reports on national and local print and online audience data, comparing selected markets or newspapers across demographic segments.

—Matthew Schwartz

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