A NEW STORY LEAD FOR THE NEWSPAPER INDUSTRY: Newspapers Are Successfully Extending Their Audience Online

Scarborough Research, August 2006

"Scarborough Analysis finds that newspaper websites are contributing to net
increases in audience"

"Newspaper websites are helping newspapers grow audience among the young and affluent"

For some time, the newspaper industry has been subject to the same disheartening story lead: Competition from the new media is taking away readership from newspapers. A new analysis from Scarborough Research suggests that the real story may not be that discouraging.

Download Full Report (Pdf, 2.12MB)

The Growth of Newspaper Audiences Online: About This Analysis In 2005, Scarborough Research, the premier provider of newspaper audience information, introduced the Integrated Newspaper Audience metric. This metric is
important because newspaper websites are contributing significant numbers of adults to the overall newspaper audience.

This special report examines selected newspapers and their websites in the top 25 U.S. markets to determine the degree to which newspaper websites are contributing to audience growth. In addition, newspaper industry executives were interviewed to identify some of the key factors that contribute to audience growth on the web.

Scarborough Research embarked on this analysis to contribute to the discussion
about audience as a metric for newspaper evaluation and to examine the contribution that newspaper websites are making to the local-market reach of newspapers.

For more than 30 years, Scarborough has been the ratings service for the newspaper industry. Today, we provide readership of printed newspapers and the audiences of newspaper websites in 80 U.S. markets. This is the first time that Scarborough has published a detailed report on Integrated Newspaper Audience and we plan to publish more reports on this and related topics going forward. We hope you find value in this report and we welcome your feedback.

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