The study found that newspaper Web sites attracted 39.3 million unique visitors in October. That represents 26% of the active U.S. Internet population, according to Nielsen//NetRatings.
The research comes on the heels of an Audit Bureau of Circulations report released last week that said print circulation at U.S. newspapers fell 2.6% during the past six months, one of the sharpest drops in 20 years. Eighteen of the top 20 newspapers posted declines.
"The growth among newspaper Web sites demonstrates that these entities offer unique incentives to visitors," said Gerry Davison, an analyst at Nielsen//NetRatings, in a news release.