Newspaper websites' unique visitors up 9%

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Arlington, Va.—Unique visitors to U.S. newspaper websites increased 9% in September compared with September 2010, according to an analysis by comScore for the Newspaper Association of America. Additionally, the data indicated that average daily visits to newspaper sites increased 21%, total minutes grew 11% and total pages views were up 10% in the same time frame. According to NAA, the findings also showed that in the third quarter, newspaper websites attracted an average monthly audience of 110.4 million unique visitors ages 18 and older. That figure accounts for 64% of all adult Internet users. Additionally, the comScore analysis showed that 74% of households earning more than $100,000 annually visited newspaper websites in that period. NAA had previously released figures showing that online advertising on newspaper websites was up 8% in the second quarter of this year compared with the year-earlier period. At the same time, however, overall newspaper advertising decreased for the 20th straight quarter.
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