Leitores das edições on line são mais jovens
«This new analysis, which encompasses the top 25 markets in the country, confirms many of the findings of the first, including that newspaper websites are contributing significant numbers of readers who do not necessarily read the printed publications resulting in larger audiences overall. The “online-exclusive” audiences of the newspapers examined in the survey accounted for anywhere from 2 to 10 percent of their integrated audiences, proportions that represented hundreds of thousands of additional readers for many papers in larger markets.
An analysis of four of the newspapers examined – The Washington Post, The Atlanta Journal-Constitution, Tampa Tribune, and The Arizona Republic - sheds new light on the characteristics of newspapers’ online visitors. The audiences for newspaper websites tend to be younger than those for the printed newspaper, dispelling the common misperception that young people are not engaged by newspaper content. For example, about 37 percent of the adults who visited The Washington Post’s Website, WashingtonPost.com, in the past thirty days were ages 18-34. In comparison, about 26 percent of the paper’s weekly print audience (5 weekdays + Sunday) fell into this age group. Similar differences between online and print audiences were found at the Tampa Tribune, where about 32 percent of online visitors were in the 18-34 age bracket compared to about 22 percent of the weekly print audience (5 weekdays + Sunday). These findings were consistent across the other online leaders, The Atlanta Journal-
Constitution and The Arizona Republic, that were examined in detail for the study».
fonte: «“INTEGRATED NEWSPAPER AUDIENCE” METRIC GAINS MOMENTUM AT COUNTRY’S NEWSPAPERS» , Scarborough Research, 3/4/06 (via PontoMedia)
An analysis of four of the newspapers examined – The Washington Post, The Atlanta Journal-Constitution, Tampa Tribune, and The Arizona Republic - sheds new light on the characteristics of newspapers’ online visitors. The audiences for newspaper websites tend to be younger than those for the printed newspaper, dispelling the common misperception that young people are not engaged by newspaper content. For example, about 37 percent of the adults who visited The Washington Post’s Website, WashingtonPost.com, in the past thirty days were ages 18-34. In comparison, about 26 percent of the paper’s weekly print audience (5 weekdays + Sunday) fell into this age group. Similar differences between online and print audiences were found at the Tampa Tribune, where about 32 percent of online visitors were in the 18-34 age bracket compared to about 22 percent of the weekly print audience (5 weekdays + Sunday). These findings were consistent across the other online leaders, The Atlanta Journal-
Constitution and The Arizona Republic, that were examined in detail for the study».
fonte: «“INTEGRATED NEWSPAPER AUDIENCE” METRIC GAINS MOMENTUM AT COUNTRY’S NEWSPAPERS» , Scarborough Research, 3/4/06 (via PontoMedia)
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