Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

More Readers Trading Newspapers for Web Sites

An analysis of 88 major papers showed that in the last two years,
about half had seen no significant change in combined print and online
readership, or showed an increase, said Bob Cohen, president and chief
executive officer of Scarborough.

The industry also hopes that
the new readership figures will make an impression on advertisers, who
have broken with historical patterns by retreating from newspapers
despite an expanding economy. Executives noted that newspaper Web sites
— unlike their print counterparts — drew a lot of young adults, who are
sought by advertisers.

~A

More Readers Trading Newspapers for Web Sites – New York Times
THE circulation declines of American newspapers continued over the spring and summer, as sales across the industry fell almost 3 percent compared with the year before, according to figures released yesterday.

The drop, reported by the Audit Bureau of Circulations,
reflects the growing shift of readers to the Internet, where newspaper
readership has climbed, and also a strategy by many major papers to
shed unprofitable or marginally profitable print circulation.

Among
the nation’s largest newspapers, only a handful held their own or
registered slight increases in overall paid circulation for the period
from April 1 to Sept. 30: USA Today, The Philadelphia Inquirer, The
Houston Chronicle and The St. Petersburg Times. Most papers showed
significant declines, both weekday and Sunday.

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Filed under: advertising, Blogroll, Consumer, Internet

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