Web traffic to top online newspaper grows

Nielsen Online, reported a 16% year-over-year increase in visitors to the top 10 newspaper Web sites, growing from 34.6 million visitors in December 2007 to 40.1 million in December 2008.

Wednesday, January 28, 2009

NYTimes.com was the number one online newspaper destination in December 2008, with 18.2 million unique visitors. USATODAY.com and Washingtonpost.com took the No. 2 and No. 3 spots, with 11.4 million and 9.5 million unique visitors, respectively (see Table 1).

“Nine of the top 10 newspaper Web sites experienced positive year-over-year growth,” commented Chuck Schilling, research director, agency & media, Nielsen Online. “News coverage in December ranged from how the 2008 holiday season would be affected by the weakening economy to Obama’s latest nomination for his administration, all of which helped to drive this impressive growth.”

Online Newspaper Readers Visiting More Frequently
Not only are more people visiting newspaper Web sites, but they are also visiting these sites more often than they were a year ago. The number of total visits to the top 10 newspaper sites increased 27 percent year-over-year, growing from 199.6 million in December 2007 to 252.7 million in December 2008 (see Table 2).

“Despite the current troubles for the traditional newspaper industry, people are visiting newspaper sites more and more often to stay on top of current events,” said Schilling. "The challenge for newspaper publishers today is to learn how to capitalize on this active online readership and translate their increasing engagement into revenue.”

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U.S. Online Marketing Spending Grows

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Internet advertising grows 11%

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Despite the downturn, spending on online advertising in the United States continues to grow, according to a study by Pricewaterhouse and IAB.

“Interactive advertising continues to demonstrate year over year growth as marketers and consumers increase their embrace of digital media.

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