Although newspapers have been pronounced mortally ill they now reach 61% of the adult population – online.
Newspaper websites reached a total of 102.8 million unique visitors in September of 2010. That represents 61% of the total adult population. A study conducted by comScore and reported by the Newspaper Association of America found that on an average day newspaper websites attract 20.3 million unique visitors and the average visitor makes 8.5 visits per month.
These web visitors spent more than 3.3 million minutes reading newspapers online and viewed over 4 billion page views. Newspapers readers online outpaced other web news sites. Yahoo News reached 51% of the adult population, 22% visited CNN online and 26% visited MSNBC.
And those who visit newspaper websites tend to be more affluent too. Twenty-five percent of adult visitors to newspaper websites had annual household income of over $100,000 compared to 21% of all internet users.
So even though newspaper circulation is declining, more consumers are reading their newspaper online. Healthcare marketers should take notice and seriously consider a web presence on local newspaper sites. The web audience will undoubtedly continue to grow as circulation continues to decline and healthcare organizations can capture this growing audience by having a significant web presence on newspaper sites. Readers are going web and so should healthcare marketers.