Evolution of newspapers

As you may have noticed, newspaper circulations have been steadily declining during this decade. Are people not reading the newspaper anymore? Yes and no. Less and less are reading the print newspaper, but they are still getting their content online.

A recent survey by Nielsen/NetRatings has shown that online newspaper readership is actually growing faster than online readership as a whole. Online newspaper readers during first quarter of 2007 are up 5.3% over 2006 during the same time period. Online as a whole? 2.7%.

We think online newspaper websites are a great way to reach your audience. Don't forget, the web is international, so you would be reaching people outside of your target locale as well. Sports marketers, especially, take note.

Let's say you have a product or service that is targeted towards Yankees fans. You could advertise in the NY Post and reach a lot of Yankees fans for sure. But, what about NYPost.com? Do you have any idea how many Yankees fans there are globally that have zero access to a print copy of the Post?

Also, the study points out that the average online reader has a higher annual income than the average print reader and shows a greater propensity to shop online. These are good things.