READERSHIP AT U.S. NEWSPAPER WEB SITES IS BOOMING

The Newspaper Association of America´s Fall 2006 Newspaper Audience Database presents new trends about on and off line readership:

– An average of 55.5 million unique visitors went to U.S. newspaper sites in the first half of 2006, compared to 42.2 million in the same period last year.

– Sites seem to be drawing younger readers, pushing the total 15-34 audience up by 15 percent and 18-24 by 10 percent.

– The number of page views increased some 52 percent.

– 56 percent of users tend to visit a newspaper site at least once a day. 40 percent are under 35.

– 80 percent of online newspaper visitors mix between the web and print depending on convenience.

– Newspapers reach more 18-34 years old on an average weekday than an average half-hour of primetime TV, early TV news and an average 15 minutes of a.m. radio drive time.