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U.S. newspaper website audience coverage has grown 14 percent - from 6.4 percent for the 12 months ended Sept. 2005, to 7.3 percent for the 12 months ended March 2007 - and that online audience growth is mitigating print audience losses by 28 percent, according to (pdf) Scarborough Research, MarketingCharts reports.
(See chart of newspaper website audience growth, 2005-2007.)
The analysis of newspaper website audience examined data collected August 2004-March 2007 for 88 newspapers in the top 50 local markets in the U.S.
Among the findings of the Scarborough analysis:
About the analysis: All data in the analysis is from Scarborough’s local market studies. Newspaper websites included have a local market penetration of 1 percent or greater (at least 1 percent of their market visited the newspaper website during the past week). A total of 88 papers in the top 50 local markets qualified. The timeframe for data collection was August 2004 - March 2007 (Scarborough Local Market Studies, Release 2 2005 through Release 1 2007).
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