Media Trends

Broadcast Web Sites Trump Dailies. The digital revolution has reached a crossroads of sorts: some local newspapers are losing ground online to their competitors in the
broadcast media. The Media Audit, a survey of viewers in more than 80 U.S. markets, revealed people in Cincinnati, Denver, Des Moines and New Haven, Conn., are more likely to visit
the sites of their local TV news outlets than their local newspapers. Bob Jordan, co-chairman of the Texas-based International Demographics who conducted the study, says in a
release that news stations that integrate their Web sites with traditional broadcasts could have an easier time wooing national advertisers. And Web users - typically young,
affluent and educated - have always been an elusive demographic for local news broadcasts.