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Most Newspaper Readers Look at Both Web and Print

NNN Research Points to Advertising Across Both Platforms

By Published on .

NEW YORK (AdAge.com) -- The vast majority of people who regularly visit newspaper websites also still read the print edition of the paper, according to new research funded by the Newspaper National Network and conducted by Scarborough.
'Crossover' readers spend time with a newspaper's print and online platforms, something advertisers should address, according to the NNN.
'Crossover' readers spend time with a newspaper's print and online platforms, something advertisers should address, according to the NNN.

The research, which examined the habits and expectations of people who had visited a newspaper site within the previous seven days, found that 81% also said they had read the printed paper in the past seven days.

Of the other 19% -- which could well represent a big enough crowd of web-only readers to worry publishers -- 9% said they had read a print edition between eight and 30 days earlier; 7% said they had read the print version more than 30 days before; and only 3% said they never read print editions.

Crossover segment
"We were a little surprised that the crossover segment was as big as it was," said Jason E. Klein, CEO of the Newspaper National Network, an industry-owned entity organized to help advertisers and agencies make multimarket buys in more than 9,000 papers. "You're sure to see the web-only piece grow. But also we'll continue to see changes in how the crossover users use the medium. It was very interesting to see that the vast majority of the crossover group said that their time spent with the medium has increased or stayed the same."

To be precise, 35% of the crossover readers said their time spent with newspaper media -- on whatever platform -- had increased since they began using a newspaper website; 52% said their time with newspaper media had remained the same. Only 12% said their time with newspaper media had decreased.

"From a newspaper editor's standpoint, it just points to the impact of thinking carefully about the integration of content across each media," Mr. Klein said. "What they're accessing online is not exactly what they look for in the newspaper.

"From an advertising standpoint," Mr. Klein added, "it means that advertisers really need to think about advertising in the newspaper footprint -- as opposed to making piecemeal decisions."
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