There is considerable hand-wringing in the newspaper industry these days. The target reader demographic is aging; circulation and advertising revenues are dropping. Of course, a number of newspaper publishers have already taken action by beefing up
their online editions, or by acquiring other online properties. On the plus side, readership of online newspapers is increasing dramatically. The Newspaper Association of America
reports than online newspapers drew an average of 53.6 million visitors a month during the fourth quarter last year—up 30% from the year before. And online readers are spending more time with virtual news, an average of 42 minutes a month, a 16% increase over last year. Advertisers are following these readers online. The industry reports a 27% increase in online newspaper advertising for the third quarter of last year. Total online newspaper advertising reached $ 11.96 billion last year.
Marketing Blurb and other online pundits expect the trend to continue as Americans increasingly seek their news online rather than in print.
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