Broadsheets and tabloids alike can take comfort in the new study from the Newspaper Association of America that indicates that 41.3% of online people in the US visit at least one newspaper site. That is a more than healthy slice, and up almost 16% versus a year ago.
Page views are up even more, 25.2% to be exact.
But why aren't the dollars following? Why are newspapers continuing to struggle revenue wise? Well, there are a couple of factors. First, there really aren't online ad units yet that local and regional advertisiers seem to value like a P4CB. Or even a PBWB. Second, I suspect that newspaper sales organizations continue to struggle with selling online, given that it probably remains easier to get that healthy commission from print sales.
But I am encouraged by the growth, because newspapers really do add tremendous value to news and politics. Value that TV will NEVER add and blogs will always color with a heavy cup of POV. So three cheers for the papers.com.
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