According to the National Advertisers Association (NAA), newspaper Web site visitors generated an average of 4.1 billion page views each month, averaging nearly early 3.4 billion minutes browsing the sites in Q4 of last year. In addition, figures released by the NAA in December 2010 indicate that online advertising generated $690 million for newspapers in last year’s third quarter, a nearly 11% increase from the same period a year earlier. A related study by Scarborough Research shows that more than 71% of adults, or 165.6 million people, read a newspaper in print or online in an average week. The data indicates that newspapers continue to attract consumers with buying power, with 80% of adults in households earning $100,000 or more reading a newspaper in print or online each week. Other findings include:
- 85% of adults who have done post-graduate work or who have advanced degrees read a print newspaper or visit a newspaper Web site in an average week.
- 81% of women in a professional position with a household income of $100,000 a year or more read a newspaper in print or online.
- 76% of adults who spent more than $500 on fine jewelry in the last year read a newspaper in print or online.
- 77% for those who spent more than $500 on women’s shoes in the last year read a newspaper in print or online.
Sources: NAA/Scarborough Research